余淑媛201016037三星笔记本最终答辩版.doc

论文题目： 三星笔记本电脑在杭州的营销策略分析 指导教师： 李 霞 系 别： 经济与管理工程系 专 业： 市场营销 班 级： 营销10-1班 姓 名： 余 淑 媛 学 号： 201016037 二零一三年五月 摘 要 三星致力于成为最受中国人民喜爱和尊敬的企业，贡献于中国社会的企业，并为之持续不断地努力着。目前三星集团在中国拥有13家公司39个法人，形成了生产、销售、服务一条龙产业。它不仅生产电子零件半导体等，更是涵盖了电视、电脑、手机、MP3等多种家用电器，可谓多元化发展。三星笔记本电脑于2001年开始进入中国市场，其凭借技术、质量和服务等优势在中国笔记本电脑市场上成功立足。三星笔记本电脑曾在世界上获得多个“第一”称号，但在杭州地区的市场份额却不尽人意，远在惠普、联想、华硕、戴尔之后。 本文从三星电子的企业战略出发，探讨分析三星笔记本电脑现有的营销策略，发现其中是否有需要并可以改进的地方，通过进行全面的营销管理策划来提升三星笔记本电脑在杭州的品牌知名度和占有率。本文首先通过内外部环境分析中国大陆笔记本电脑行业的市场背景，营销策略探讨了其现有的营销策略组合，发现其中存在的一些问题并提出可以改进的几点建议和意见。并希望通过此次分析与讨论对其他笔记本电脑产品在中国大陆杭州等地区的营销策划和管理提供一定的参考和帮助。 关键词：环境分析；三星笔记本；营销策略；市场定位 Abstract Samsung is committed to become the most popular Chinese people loved and respected enterprises, contribute to society in the Chinese enterprise, and constantly try to. At present China has Samsung Group 13 companies 39 Corporation, formed a production, sales, service one-stop industry. It is not only the production of electronic components such as semiconductors, but also covers the TV, computer, mobile phone, MP3 and other household electrical appliances, is a diversified development. Samsung notebook computer in 2001 began to enter the Chinese market, by virtue of its technology, quality and service advantages, based on the success in the Chinese market of notebook computer. Samsung notebook computer has received several first title in the world, but its market share in the Hangzhou is always unsatisfactory, long after HP, Lenovo,ASUS, dell. This article from the enterprise strategy of Samsung Electronics, Samsung notebook computer analysis of the existing marketing strategy, if there is anything can be improved, through the marketing management of the overall planning to upgrade the Samsung notebook computer in Hangzhou brand visibility and market share. Firstly, through the analysis of the external environment, China noteboo