Samsung打印机中国市场战略规划.doc

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
20050511

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上海交通大学EMBA 学位论文Samsung 打印机中国市场战略规划
II
术市场等各个方面中建立优势,成为行业的优势企业之一。
第二章对公司的竞争力进行分析,通过对 Samsung 打印机在中国市
场的竞争力分析,考核指标主要有产品、品牌、价格、渠道、服务和技
术等部分。利用竞争力分析模型对公司的竞争力进行分析,可以判断公
司正处于需要提升竞争力的阶段,目前的不足主要在于产品线不够丰富,
渠道比较薄弱以及服务体系不够完善。这些不足大部分是由于行业经验
短而造成的,通过综合实力和技术优势可以提升Samsung 打印机的竞争
力。
第二章是公司战略制定的一般过程,首先是确定公司愿景,成为行
业领导者;其次是描述公司的使命,通过提升资源、涌现能力、价值创
新、在打印机行业继续发展;最后制定公司战略目标, 包括阶段性目标
和总体目标,具体可以分解为市场份额和销售目标等。
在以上分析的基础上,第四章对公司的产品状况、营销能力做了进
一步的分析,并制定公司相应的产品策略规划、渠道策略规划。由于
Samsung 打印机刚进入中国市场不久,虽然有很强的综合实力和技术优
势,但目前产品线比较单薄,市场份额不尽如人意,所以应该逐步改变
这种状况,产品策略定位应该是保持和扩大现有产品市场占有率(1 年
内),在新的细分市场和行业抓住机会,取得领先,寻找产品市场的新增
长点,从而完善有竞争力的产品线,占据市场上的有利的地位。公司现
在的市场营销渠道方面的薄弱环节在于行业用户的把握,为了不断提升

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上海交通大学EMBA 学位论文Samsung 打印机中国市场战略规划
I
THE DEVELOPMENT STRATEGY OF
SAMSUNG PRINTER IN CHINA MARKET
ABSTRACT
There are huge potential demand of printer in China, the market size is constantly
growing, and the industry structure of printer manufacture is match to printer industry,
all of which are prompt the development of the market in China. As a global
cooperation, Samsung has just entered into this field. Although Samsung reached very
good performance at LBP and MFP taking the advantage of its powerful technical
abilities, the M/S in China is lower than expected. Therefore it is definitely important to
make out new strategy directions, and improve the critical parts of internal management,
increase competitiveness and to reach the goal of Printer business in China.
We analyze industry of printer detailed in first chapter. Firstly, we analyze the
developing tend based on product, brand power, field demand and channels. And then
we analyze from the eyes of customers, finally we conclude the market forecasting of
their printer business in China. As a result we can say the demand will be increasing, new
technology will be developed frequently, specification of the products are upgrading, all
of those things means prospective opportunities to the suppliers. We believe if we modify
and implement efficient product strategy and marketing strategy, Samsung are probably
to catch this opportunity, to develop competitive products , keep increase, and to
become a leading player in 5 year as expected.
In the second chapter, we focus on competence of corporation. Index for appraising
competence is brand power, product level, price, channel, service and promotion
activities. We establish a competence appraisal model to analyze competence, and we
find out the weaker directions of Samsung printer business in China. The main reasons foe
current situation is the experience and history of Samsung Printer is not enough. We
should focus on products, channels and service, and using the general power of
Samsung Group, the competitiveness will be definitely improved.
The third chapter is about the process of how to affirm company strategy. Establishing
vision for enterprise is first stage. Second stage is to describe mission. At last, we fix on

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上海交通大学EMBA 学位论文Samsung 打印机中国市场战略规划
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