由于近几年三星手机在中国区域市场频繁出现质量问题，导致M公司三星 手机黑龙江区域市场份额逐年降低。其原本在前几年一直是中国区域智能手机 销售的前列，但随着质量问题的出现，市场份额的降低，又暴露出了很多关键 性的问题，例如渠道商矛盾冲突问题、产品市场定价问题、团队本土化不够等 一系列问题，截止2018年年末，M公司三星手机黑龙江区域市场份额已经缩 减至1.4%。 在面对销量下滑、市场份额逐步缩小、口碑反响不佳的状态下，为了扭转 现在的劣势，M公司黑龙江区域采用内部自审、外部对比的两种手段来总结自 身的问题，在外部对比阶段首先对比主要竞争对手苹果公司与华为公司，同时 也对比OPPO、vivo、小米，比较这几家公司在黑龙江区域的主要营销模式和 经营特点；其次是内部自审，通过对目前的产品营销策略、价格营销策略、渠 道营销策略和促销策略进行的深入分析，发现目前M公司在黑龙江区域的弊 端，包括产品定价过高、宣传方法不新颖、团队成员缺乏创新的销售理念和销 售渠道不能满足消费者需求等问题，针对M公司黑龙江区域现有的问题，首先 采用STP理论对三星手机在黑龙江区域的市场进行市场细分、确定目标市场、 确定产品定位，找准三星手机黑龙江区域的市场定位，利用精准的市场定位来 调整产品价格、以市场为导向来制定产品价格，增加更有吸引性的宣传策略， 增加产品质量和时尚的设计理念，整合现有的销售渠道，规定好促销的时间与 价格，通过重新规划营销方案和全新的营销理念来帮助M公司黑龙江区域走出 目前的销售困状。 我国在2019年开始全面铺设5G设施，这是一次机遇，在此次研究中针对 优化营销策略和重塑品牌形象方面提出了很多建议，希望通过整体营销策略的 优化，使M公司三星手机黑龙江区域的销量在我国5G市场来临之际抓住新的 机遇，再创辉煌。 关键词：三星手机；市场营销策略；STP理论；4Ps理论 哈尔滨工业大学工商管理硕士学位论文 -II- Abstract DuetothefrequentqualityproblemsofSamsungmobilephoneintheChinese regionalmarketinrecentyears,themarketshareofSamsungmobilephoneof companyinHeilongjiangregionhasbeendecreasingyearbyyear.Ithadbeenthe forefrontofsmartphonesalesinChinainthepastfewyears,butwiththe appearanceofthequalityproblemsandthedecreaseinmarketshare,therehadbeen exposedanumberofkeyissues,suchasconflictsbetweenchannelvendors,product marketpricingissues,insufficientlocalizationoftheteam,andotherissues.Asof theendof2018,themarketshareofSamsungmobilephoneofMcompanyin Heilongjiangregionhadbeenreducedto1.4%. Byfaceofdecliningsales,graduallyshrinkingofmarketshare,andpoor word-of-mouthresponse,McompanyinHeilongjiangregiontookinternal self-examinationandexternalcomparisontotallytwomethodstosummarizeitsown problemsinordertoreversethecurrentdisadvantages.Intheexternalcomparison, themaincompetitorswhichareAppleandHuaweiwerecomparedaboutthemain marketingmodelsandoperatingcharacteristicsofthecompaniesinHeilongjiang region,OPPO,vivo,Xiaomiwerealsocompared;Thenextwasinternal self-examination,throughthedeepanalysisofcurrentproductmarketingstrategy, pricemarketingstrategies,channelmarketingstrategies,andpromotionalstrategies itwasfoundthatthecurrentdisadvantagesofMcompanyintheHeilongjiang regionincludedexcessivelyproductpricing,nonovelandpromotionalmethods, lackofinnovativesalesideasfromteammembersandunabletomeetconsumer demandbysaleschannels,etc.AccordingtotheexistingproblemsofMCompany inHeilongjiangregion,firstly,theSTPtheorywasusedtosegmentthemarket,to determinethetargetmarket,andtodeterminetheproductpositioningofSamsung mobilephoneinHeilongjiangregion,inordertofindoutthemarketpositioningof SamsungmobilephoneinHeilongjiangregion,sothatproductpricecanbeadjusted, andbesetmarket-oriented,moreattractivelypromotionalstrategieswereincreased, andproductqualityandstylishdesignconceptswerealsoincreased,existingsales channelswereintegrated,thetimeandpriceofpromotionsweredefined. Re-planningmarketingsolutionsandbrandnewmarketingconceptwouldbetaken tohelpMcompanyinHeilongjiangregionoutofcurrentsalesdifficulties. Chinawillstarttofullydeploy5Gfacilitiesin2019,andthisisanopportunity. 哈尔滨工业大学工商管理硕士学位论文 -III- Inthisstudy,manysuggestionsweremadeforoptimizingmarketingstrategiesand reshapingthebrandimage.Ihopethatthroughtheoptimizationoftheoverall marketingstrategy,SamsungmobilephoneofMcompanyinHeilongjiangregion willseizenewopportunitiesandcreategreatergloriesasChina’s5Gmarketis approaching. Keywords:Samsungmobilephone,marketingstrategy,STPtheory,4Pstheory 哈尔滨工业大学工商管理硕士学位论文 -IV- 目录 摘要...............................................................................................................................I ABSTRACT....................................................................................................................II 第1章绪论..................................................................................................................1 1.1研究背景...............................................................................................................1 1.2研究目的及意义...................................................................................................2 1.3国内外研究现状...................................................................................................3 1.3.1国外研究现状...............................................................................................3 1.3.2国内研究现状...............................................................................................4 1.3.3国内外文献综述...........................................................................................5 1.4研究内容与思路...................................................................................................6 1.4.1研究内容........................................................................................................6 1.4.2研究思路........................................................................................................6 第2章M公司三星手机黑龙江区域营销现状分析.................................................8 2.1M公司经营现状...................................................................................................8 2.1.1M公司简介....................................................................................................8 2.1.2M公司组织结构............................................................................................8 2.1.3M公司人员现状............................................................................................9 2.2M公司三星手机主要竞争品牌营销黑龙江区域现状分析..........................10 2.2.1苹果手机黑龙江区域现状分析................................................................10 2.2.2华为手机黑龙江区域现状分析................................................................11 2.2.3OPPO/vivo手机黑龙江区域现状分析.....................................................13 2.2.4小米手机黑龙江区域现状分析................................................................14 2.3M公司三星手机黑龙江区域顾客需求分析...................................................15 2.3.1黑龙江区域渠道代理商的需求分析........................................................15 2.3.2黑龙江区域消费者的需求分析................................................................16 2.4M公司三星手机黑龙江区域营销4PS分析...................................................19 2.4.1产品策略......................................................................................................19 2.4.2价格策略......................................................................................................19 2.4.3渠道策略......................................................................................................20 2.4.4促销策略......................................................................................................22 2.5M公司三星手机黑龙江区域营销问题分析...................................................22 哈尔滨工业大学工商管理硕士学位论文 -V- 2.5.1定价过高......................................................................................................22 2.5.2宣传方法不新颖.........................................................................................23 2.5.3团队成员缺乏创新的销售理念................................................................23 2.5.4销售渠道不能满足消费者需求...............................................