Samsung打印机中国市场战略规划

上海交通大学硕士学位论文Samsung打印机中国市场战略规划姓名：许永民申请学位级别：硕士专业：工商管理指导教师：季建华20050511EMBASamsungISamsungSamsung.Samsung.Samsung70020091200Samsung135EMBASamsungIISamsungSamsungSamsung1EMBASamsungIIIB2BB2BSamsungEMBASamsungITHEDEVELOPMENTSTRATEGYOFSAMSUNGPRINTERINCHINAMARKETABSTRACTTherearehugepotentialdemandofprinterinChinathemarketsizeisconstantlygrowingandtheindustrystructureofprintermanufactureismatchtoprinterindustryallofwhicharepromptthedevelopmentofthemarketinChina.AsaglobalcooperationSamsunghasjustenteredintothisfield.AlthoughSamsungreachedverygoodperformanceatLBPandMFPtakingtheadvantageofitspowerfultechnicalabilitiestheM/SinChinaislowerthanexpected.ThereforeitisdefinitelyimportanttomakeoutnewstrategydirectionsandimprovethecriticalpartsofinternalmanagementincreasecompetitivenessandtoreachthegoalofPrinterbusinessinChina.Weanalyzeindustryofprinterdetailedinfirstchapter.Firstlyweanalyzethedevelopingtendbasedonproductbrandpowerfielddemandandchannels.AndthenweanalyzefromtheeyesofcustomersfinallyweconcludethemarketforecastingoftheirprinterbusinessinChina.Asaresultwecansaythedemandwillbeincreasingnewtechnologywillbedevelopedfrequentlyspecificationoftheproductsareupgradingallofthosethingsmeansprospectiveopportunitiestothesuppliers.WebelieveifwemodifyandimplementefficientproductstrategyandmarketingstrategySamsungareprobablytocatchthisopportunitytodevelopcompetitiveproductskeepincreaseandtobecomealeadingplayerin5yearasexpected.Inthesecondchapterwefocusoncompetenceofcorporation.Indexforappraisingcompetenceisbrandpowerproductlevelpricechannelserviceandpromotionactivities.WeestablishacompetenceappraisalmodeltoanalyzecompetenceandwefindouttheweakerdirectionsofSamsungprinterbusinessinChina.ThemainreasonsfoecurrentsituationistheexperienceandhistoryofSamsungPrinterisnotenough.WeshouldfocusonproductschannelsandserviceandusingthegeneralpowerofSamsungGroupthecompetitivenesswillbedefinitelyimproved.Thethirdchapterisabouttheprocessofhowtoaffirmcompanystrategy.Establishingvisionforenterpriseisfirststage.Secondstageistodescribemission.AtlastwefixonEMBASamsungIIobjectionofenterpriseincludingphasesobjectionandgeneralobjection.Generalobjectioncoulddecomposetomarketshareandfinancialsuccess.Thelastchaptershowswhatisthestrategyofcorporationbasedontheanalysisabove.Firstlywemakeouttheproductionstrategy.Samsungprinter’sproductslineupandmarketshareisnotsogoodasobjectivethoughSamsunghasstrongpowerandgoodreputationinmanyotherfields.SoinoneyearsSamsungprintershouldregainthestatuesithavebefore.AtthesametimeSamsungwouldinvestinnewproductresearchanddevelopmenttocompetewithimportation.Andmustconcentrateontoexpanddistributionchannelbyusinginternettechnologyandnetworks.Samsungshouldintroduceintotheideaofintegratemarketingtobuildingamoreefficientoperatingsystem.KEYWORDS:strategyindustrialanalyzeproductstrategymarketingstrategyB2BstrategySamsungprinterEMBASamsung20055155152005515EMBASamsung11(1)(2)POS25003000(3)(4)(5)2(1)HP3000300Canon()4005704800(2)EMBASamsung2(3)()(4)HP22.510HP(5)20%6200541514723014506610001(1)(2)A4112004EMBASamsung3A3A4A3A3A320042500250050045%10002500200450122004132004EMBASamsung4(3)A4902004A440200490A32004160016002500200416004001/41600250025006000400060002004200310031001420ppm10ppm1420ppm6014ppm10ppm1303/421ppm22ppm142004EMBASamsung52004(4)()200440%2(1)2004EPSONHPCanonLENOVOLEXMARKSamsung152004EMBASamsung62004EPSONEPSONPHOTOEPSONEPSONPCEPSONEPSONME1100100EPSON2004HPHPEPSON20049HP2004PhotosmartHPHPHPHPEPSONCANON2004CANON4HPEPSONi99502plEPSONstylusphotoR800CanonHPEPSON10CANONPIXMACANONPIXMACANONEPSONHPPIXMACANONCANON2004OEM2004(2)2004HP5Samsung20042003EMBASamsung7EPSON2004Canon2004CanonCanonCanon2004FujiXerox2003FujiXerox2004(3)EPSONEPSONSTAR(4)HPEPSONSamsungHPEPSON2004HPCanonEPSONMEHPEPSONEPSONHPEPSONCanonCanonSamsung2004SamsungLENOVOSamsungOEMSamsungSamsungEMBASamsung83162004172004EMBASamsung920034200420042004200420044IT(IT)20042004CanonHPDELLEPSON200420043.73C2004182004EMBASamsung103C1(1)100%(2)20ppm200320042004225()20ppm14ppm2020042(TCO)2004()TCOERPSCMBIEPTCOEMBASamsung11ITTCO(1)(2)3(1)2003ITITIT(2)ITIT27%4(1)16(2)SOHO200420032004EMBASamsung121(1)MFPTCO107OATCO433(2)LCD(3)LaserLEDLaserOKILED5LaserLED20LEDEMBASamsung13LEDLaserLEDLaser2(1)2006250020042007200412001000600800520063000(2)EPSONIBMDELL20045IBM10HPIBMIBM15%40%IBMHPIBMIBMDELL5EMBASamsung143(1)2005(2)PCOADIY3C(3)EPSON20044(1)TCOTCOppm/TCO(2)EMBASamsung15SOHOSOHO5(1)VIP(2)1(1)20003002004600924.3%19962004EMBASamsung16(2)SPSS200514.9%13.9%200620082005IT/11199620041920052004EMBASamsung172005IT20%EMBASamsung181IT23.OAIT.12EMBASamsung19(1)HPEPSONCANON(2)(3)(4)(5)EMBASamsung20PEST12345IT13EMBASamsung216PC.SamsungEMBASamsung22SamsungSamsung1991SamsungGroup1Group2Group3Group1Group2Group314EMBASamsung233-1SamsungSamsung12004SamsungCLP-500SOHO20521EMBASamsung242SamsungVCDITSamsungSamsungSamsungSamsung3SamsungSamsungSamsung4Samsung20SamsungSamsungSamsungSamsung5SamsungSamsungSamsung6SamsungSamsungEMBASamsung25Samsung1Samsung2Samsung.3.4.SamsungSamsungSamsung2004EMBASamsung261SamsungSamsungSamsun