The Strategy of Samsung Handphones in China by Michelle Jin Guo Hua
INTRODUCTION
We have known Samsung mobile phone in 1999 . The Samsung mobile phone has appeared in China by the Olympic Games of Sydney . The Samsung Group foresees that China , with its big market of mobile phone , can continue to progress by vogue design and the marketing strategy that is improve to chance for Samsung brand in China , the Samsung Group realized that , it had to prepare the marketing strategy for new big market in China .
（source http://news.bitrings.com/art-11672.html）
The Samsung mobile phone how used and what kind of marketing strategy has been used for new market let customer accept to their mobile phone in China as follows:
The recipe for success for Samsung mobile phone , they used exterior of vogue and refinement let customer like their mobile phone , binding the telecom company win the business chance , draw support from shoddy make big market .
The exterior of vogue and refinement can attractive customer . When customer choose mobile phone has two key point is quality and exterior , the Samsung mobile phone best seller in China , exterior give rise to decisive effect . (source ibid)
The customer ISOC of China release to that Samsung mobile phone design number one and the mobile phone expensive but a lot of customer like Samsung mobile phone , because the mobile phone exterior is customer like design . moreover high profit provide to ensure of capital for produce new product .(source ibid)
Binding the telecom company win the business chance . In 2002 , the Samsung Group and CNCC of China concluded to cooperative agreement , during the October and November the Samsung Group provided to CNCC of China 7oo million CDMA1X , mobile phone , the Samsung Group was become provider that provide product and technology for CNCC of China .(source ibid)
Draw support from shoddy make big market . The shoddy abundant afflux , possess to market quotient about another country brand mobile phone and the China mobile phone , at the on time let Samsung mobile phone to improve company brand .
The Samsung mobile phone support to Olympic Games , Word Coups , Amusement Programs , let customer understood Samsung brand , also subscribe to district of poverty has been built elementary school , and also subscribe to philanthropy let people of different class understood Samsung mobile phone and accept Samsung mobile phone.(source ibid)
I to write purpose of the marketing strategy for Samsung mobile phone , the Samsung mobile phone has adopted all kinds of marketing strategy , the management of talent , the develop of new product , the design for new mobile phone , The main objective of the paper is trace the development of the Samsung mobile phone and their key reasons for success, the Chinese mobile phone producer worthiness to study them .
REVIEW OF LITERATURE
The vendition total amount of Samsung mobile phone was a series of two quarter to exceed MOTOROLA does not haphazard . Ceaseless to step up the high worthiness of product , to adopt advisability the marketing strategy , to set nicer visualize for brand was get victory linchpin for Samsung mobile phone .
(source: http://www.chinabyte.com/news/59/1718059.shtml )
The > has reported , in 7.18 , the Samsung electronic has denoted the sale achievement of Samsung mobile phone of whole world , to preponderate over the MOTOROLA again . (source ibid)
The market of mobile phone rivalship really vehemence in these years , the Samsung mobile phone to stick up with strategy of high market and has broken market situation of mobile phone of world , has been become the third vendition Shang of mobile phone of world . How the Samsung mobile phone can a series of two quarter to exceed MOTOROLA in China ? (source ibid)
The Samsung mobile phone has inhabited most advantage and clean up on rival by set up to product to adding price . The strategy of high-end of Samsung mobile phone , has satisfied different customer different need and orexis .
The Samsung mobile phone was plunged for increase to scientific research , and has seeked amelioration for technology . The exterior design of individuation also was a good way to step up to adding price . (source ibid)
A lot of customer lay stress on quality now and more and more lay stress on exterior implement of communications , and simultaneity the mobile phone will become garnishry , so the Samsung mobile phone company has empoldered a lot of mobile phone product with personality .
In 2003 the Samsung mobile phone has been yielded new design mobile phone , and also to aggrandize photography , download , network browse , games , the customer of different class who Samsung mobile phone is satisfy is different need .(source ibid)
The Samsung mobile phone course marketing analysis of carefulness , to adopt to develop blinkered of according to “ the quality ” “ bring along ” “ the quantity ” . The Samsung Group will orientation top grade and vogue for brand of mobile phone .
The according to customer of vogue white- collar for marketing target , accordingly the Samsung mobile has inhabited market of top grade , the Samsung mobile used that is a strategy of value , the truth has been testified this marketing strategy is a exactness .
The Samsung mobile phone has fastened the psychology of Asia culture , they anabasis marketing of China by way of high technology and exterior design of refinement .
The Samsung mobile phone Group be dead against the MOTOROLA company by ceaseless extrusion new product and standard of living synchronization for customer of China , get earnest attention of customer . these strategy let Samsung mobile phone has got more rapid to ream chance in China .
In my views , the Samsung mobile phone let customer like their product more than MOTOROLA by exterior design and quality and inimitable color , besides the Samsung mobile phone draw support form Olympic Games and world Cup , and all kinds of amusement programs event , sports event , it is has improved company brand.
On the another hand , they let design for TV advertisement nuclear , let be sensitive about one’s reputation people to accept their product so the Samsung mobile phone has got a lot of profit in market of mobile phone in China .
RESULTS & DISCUSSION
This section is divided into three-headings according to my views.
Possible barge up against problem about Samsung
The Samsung mobile phone has produced mobile phone of high-end with vogue design and good quality, it’s has been got favor for white-color and people of the middle class .
The Samsung mobile phone attach importance to company brand .
They have used all kinds of marketing strategy to improve company brand . The Samsung mobile phone has a little of market share in China .
The China with tremendous potential market of mobile phone .
A lot of people like the Samsung mobile phone’s design and quality , more like their company brand , but the Samsung mobile phone too expensive to accept .
The Samsung mobile phone’s share has been descended . Market share is not profit . The company brand is really important ， so it should be improve company brand whilst improve company profit .
Solution barge up against problem about Samsung
The potential marketing of mobile phone is tremendous in China .
A lot of people like and need with beautiful design , good quality mobile phone especially University students .
In my views, many University students want to buy with beautiful design and good quality mobile phone especially the Samsung mobile phone .
The University students and many people have considered the Samsung mobile phone too expensive to buy , although they really like …
The University students cannot to accept expensive price , because they don’t have income . If the Samsung mobile phone’s price let customer of the potential to accept , it’s will get market share and company profit .
Ideas about Samsung
In my views, most managers have considered the market share as company’s profit but it is bygone . Now, profit follows companies that have the most effective management .
The Samsung mobile phone’s market share have already descended , they all along produce for mobile phone of high-end , although these mobile phone of high-end have been got favor for white-color and people of the middle class but these mobile phone of high-end haven’t been got favor for mobile phone customer of potential in China .
In the future the customer more and more like convenience product and life . If the Samsung company will produce more convenience mobile phone with vogue design and good quality it can be get favor for white-color and people of the middle class .
The China with tremendous market of mobile phone， it is not just market of high-end . If the Samsung company want monopoly entire mobile phone market of China , they have to consider middle’s mobile phone market of low-end .
The middling’s mobile phone market of low-end is not cheapness’ market . To add some new function for the customer , let the customer to accept price.
Now , most people don’t like take much money in notecase , they like payment of convenience . In the future the Chinese like to save money to afterlife , so the customer won’t to buy expensive product .
In my views , the payment for autobus really inconvenient , although can use card to pay for autobus but still really inconvenient because If you want to use this card you must go to bank to save money .
In my ideas , If the Samsung Group will produce can payment mobile phone for autobus , in this way it is will take really convenient for customer of the potential or people of the middle class , University students .
On the another hand , the Samsung mobile phone if turn off mobile phone the alarm clock doesn’t work . Many people like use mobile phone’s alarm clock . They have understood the mobile phone bad for your health , especially to put side your head when your sleeping .
Now , most people more and more pay special attention to Green-food , Green-Substance . They want to buy food , substance that good for they health .
If the Samsung mobile phone will produce Green-mobile phone which is can use alarm clock when the people turn off mobile phone . It is will got favor for many customer . In this way the Samsung mobile phone will got a good many market share and company profit .
CONCLUSION
To summarize , the Samsung mobile phone draw support from all kinds of marketing strategy of sports , marketing of amusement , marketing of almsdeed , it can be to improve company brand , let people understood their brand and mobile phone .
The Samsung mobile phone let customer like their product more than other mobile phone by exterior design and good quality and inimitable color , they have focused design for TV advertisement .
They have understood many Chinese have vanity , they love face so they want to buy famous brand mobile phone with vogue design , new technology , good quality . although the Samsung mobile phone really expensive but many customer like buy Samsung mobile phone , because it may be to improve their face .
The Samsung mobile phone’s market target is a mobile phone of high-end . They have produced mobile phone with vogue design and good quality , it is has been got favor for white-color and people of the middle class .
The China with tremendous potential market of mobile phone , they have just satisfied vogue white-color and people of the middle class , it is not entire customer in China .
The China with a good many populations country . In the future more and more customer will use mobile phone , but not all of them are white-color or people of the middle class .
Many people like Samsung brand and like use Samsung mobile phone . They have considered the Samsung mobile phone with vogue design and good quality and they have thought the Chinese mobile phone companies follows that the Samsung mobile phone .
Many people want to buy Samsung mobile phone but too expensive to buy . They don’t have enough money to buy mobile phone that they like , so they can but give up they like mobile phone . They can’t be spend much money on mobile phone .
The Samsung mobile phone should be consider another market .
If the Samsung mobile phone want to monopolise market of mobile phone in China , they should be consider market of low-end .
The market of low-end can’t be effective company brand . If the Samsung company will produce with middlieng’s mobile phone of low-end , it is will get favor for many customer , especially University students and people of the low – income.
On the another hand , the Samsung mobile phone will to improve market share and company profit , in this way more and more to improve company brand .
Now , many people more and more pay attention to health . They don’t like bad substance for their health . The mobile phone has radicalization bad for health especially for head ,
Now , many customer have chosen the CNC TELCOM because the CNC mobile phone good for health , it is not seem the another mobile phone bad for health especially the CNC mobile phone has been got many favor for pregnant woman but the CNC mobile phone’s design is not beautiful .
If the Samsung mobile phone will produce Green- mobile phone, it must be favor for a good many customer so many customer can choose Samsung mobile phone .
The Samsung mobile phone has really beautiful design , although another mobile phone company to simulate the Samsung mobile phone’s design but they still can’t to simulate the Samsung mobile phone’s inimitable design .
The another mobile phone’s companies can’t follows the Samsung mobile phone’s quality . If you to chuck the Samsung mobile phone cannot to shatter , so If you will buy Samsung mobile phone you can use many years .
The Samsung Group has used all kinds of marketing strategy to improve company brand , the Samsung brand that is a international brand , so many people like Samsung brand so If the Samsung mobile phone will produce Green-mobile phone it will be got favor for the customer more than another mobile phone .
The Samsung mobile phone company of China has Korea manager ,
Although they have long time experience for managerment and also so intelligent but they are not Chinese .
The Korean think and hobby , culture , aesthete , different between the Chinese . So If the Korean manager to management the Samsung mobile phone company of the China they have been met many problem .
In the future the Samsung mobile phone company will choose the Chinese manager to management Samsung mobile phone of China , they will to administer logical management .
In this way the logical manager has good communication with company staff . they will understand how communication to staff, what kind of problem the staff to ravel out , what kind of management mode the staff like , another more important the Chinese manager will give customer believe and it will be improve geniality between the Chinese manager and the Chinese staff .
Bibliography
Bibliography
Improvidence For Marketing Strategy Of Samsung Mobile Phone 2004 , Friendly Website .
Available from:http://www.news. bitrings.com/art-11672.html)
[Accessed: 7 July, 2006]
How The Samsung Mobile Phone To Surpass MOTOROLA 2005 , Baidu Website
Available from: http://www.chinabyte.com/news/59/1718059.shtml
[Accessed: 10 July, 2006]
One Response to “The Strategy of Samsung Handphones in China by Michelle Jin Guo Hua”
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August 30th, 2006 at 11:16 pm
In the papaer, it was stated very clearly the importance of DESIGN and BRANDING. I cannot agree more. Chinese producers must invest more in this area and not look upon themeselves as just Products Manufacturers but moreso, Lifestyle/ Status Enhancers. This is one big lesson that Chinese companies should learn from Samsung.
As for management style, there will be some cultural differences but being Asian still, Samsung is still one step ahead compared to Western brands like Nolia and Motorola.
I hope to see more examples in this paper to support its recommendations, Nonetheless, it is a worthy try!