随着我国加入WTO后，外资企业大量涌入中国。在中国市场积极开拓，取 得了显著的成绩。尤其是世界500强的跨国企业，凭借其雄厚的资金、领先的技 术实力，再加上渠道运营管理经验的长期积累，使其在市场中具有较强的竞争优 势。在一、二线市场，由于消费者消费能力相对较高，对价格相对其他区域市场 敏感度低，更加看重品牌、产品质量、服务和个性化需求，使得外资品牌在一、 二线市场占有率一直居高不下。目前在中国市场，显示器产品的市场竞争已呈白 热化，国内外品牌一片混战，最终形成一二线市场以外资品牌占上风，三、四线 市场以国产品牌为主的市场现况。 本文采用文献分析法、案例分析法、数理统计的方法，运用战略管理理论和 营销战略理论，从差异化营销战略方面综合分析了学者们的相关研究，在此基础 上，以三星显示器（中国）公司为案例，从公司的现状、营销现状等方面，利用 PEST和SWOT分析并制定差异化营销战略：产品差异化、品牌差异化和渠道差 异化，并在加快产品研发、重视品牌建设、加强客户关系管理、完善人力资源管 理四方面为差异化营销战略的有效实施提供保障。最终期望提升市场份额、提高 产品服务质量和增强核心竞争力。 本文通过PEST分析和SWOT分析，研究三星显示器在中国的差异化营销战 略，不仅能在实践工作中起到理论引导作用，而且希望通过对三星显示器的战略 研究，在同行业企业战略管理中起到推广的作用。 关键词：三星；差异化；营销战略；SWOT 工商管理硕士学位论文 III Abstract With China's accession to the WTO, foreign companies have flooded into China. Actively pioneering in the Chinese market and achieved remarkable results. In particular,the world's top 500 multinational companies, with their strong capital, leading technical strength,coupled with the long-term accumulation of channel operation management, make it in an advantageous position in the market competition. In the first- and second-Line markets, due to the relatively high consumer spending power, the price is relatively less sensitive to other regional markets, and the brand, product quality, service and personalization are more valued, making the foreign brand's market share in the first and second-tier markets always high. At present, in the Chinese market, the market competition of display products has become fierce, and domestic and foreign brands have become a melee, eventually forming a first- and second-line market with foreign brands prevailing, and the third- and fourth-line markets are dominated by domestic brands. This paper uses literature analysis method, case analysis method, mathematical statistics method, strategic management theory and marketing strategy theory to comprehensively analyze the relevant research of scholars from the perspective of differentiated marketing strategy. On this basis, Samsung Display (China) For the case, the company uses PEST and SWOT to analyze and develop differentiated marketing strategies: product differentiation, brand differentiation and channel differentiation, and accelerate product development, brand building, and customer enhancement. Relationship management and improvement of human resources management provide guarantee for the effective implementation of differentiated marketing strategies. This paper ultimately hopes to increase market share, improve product service quality and enhance core competitiveness. Through PEST analysis and SWOT analysis, this paper studies the differentiated marketing strategy of Samsung Display in China, which not only can play a theoretical guiding role in practice, but also hopes to play a strategic research on Samsung Display in the strategic management of the same industry. The role of promotion. Key Words：Samsung; Differentiation; marketing strategy;SWOT 三星显示器（中国）差异化营销战略研究 IV 目 录 学位论文原创性声明和学位论文版权使用授权书 ................................................... I 摘要 ............................................................................................................................ II Abstract ....................................................................................................................III 插图索引 .................................................................................................................. VI 附表索引 ................................................................................................................. VII 第1章 绪论 ............................................................................................................... 1 1.1 研究背景与研究意义 ......................................................................................1 1.1.1 研究背景 ...................................................................................................1 1.1.2 研究意义 ...................................................................................................1 1.2 理论基础与文献综述 ......................................................................................2 1.2.1 理论基础 ...................................................................................................2 1.2.2 文献综述 ...................................................................................................7 1.3 研究方法与研究内容 .................................................................................... 10 1.3.1 研究方法 ................................................................................................. 10 1.3.2 研究内容 ................................................................................................. 11 第2章 三星显示器在中国市场的营销环境分析 ................................................... 13 2.1 公司现状 ....................................................................................................... 13 2.1.1 公司简介 ................................................................................................. 13 2.1.2 三星显示器营销现状 .............................................................................. 15 2.2 三星显示器（中国）营销外部环境分析 ..................................................... 19 2.2.1 宏观环境分析 .......................................................................................... 19 2.2.2 市场环境分析 .......................................................................................... 22 2.2.3 供应链环境分析 ...................................................................................... 23 2.2.4 渠道环境分析 .......................................................................................... 23 2.3 三星显示器（中国）营销内部环境分析 ..................................................... 24 2.3.1 三星显示器在集团公司的地位 ............................................................... 24 2.3.2 三星显示器在国内M/S现状 .................................................................. 25 2.3.3 三星显示器品牌影响力 .......................................................................... 26 2.3.4 人才资源现状 .......................................................................................... 27 第3章 三星显示器（中国）差异化营销战略制定 ............................................... 30 3.1 SWOT分析及差异化营销战略提出 .............................................................. 30 工商管理硕士学位论文 V 3.1.1 营销环境SWOT分析 ............................................................................. 30 3.1.2 STP分析及差异化营销战略提出 ............................................................ 34 3.2 三星显示器（中国）差异化营销战略的总体规划 ...................................... 37 3.3 三星显示器（中国）差异化营销战略 ......................................................... 38 3.3.1 产品差异化 ............................................................................................. 38 3.3.2 品牌差异化 ............................................................................................. 39 3.3.3 渠道差异化 ............................................................................................. 41 第4章 三星显示器（中国）差异化营销战略实施保障 ........................................ 43 4.1 差异化营销战略实施控制 ............................................................................ 43 4.1.1 差异化营销战略的实施原则 ..