【作者】 张佳；

【导师】 丁战；

【作者基本信息】 东北大学 ， 工商管理（专业学位）， 2016， 硕士

【摘要】 人们对于手机产品的需求越来越趋向于个性化和多样化。随着苹果品牌和国内手机品牌迅速崛起,近5年手机市场格局发生了巨大变化。本文在三星手机体验式营销现状基础上,通过现场营销策略制定及实施,目的是吸引更多顾客走进三星卖场,提高成交率,从而将零售营业水平达到质的飞跃。本文选题为“基于体验营销的三星手机现场营销策略研究”,首先,进行体验营销和三星现场营销理论概述。其次进行三星手机营销现况分析,通过介绍三星企业,运用SWOT分析、营销目标策略分析、国内外手机品牌的营销策略对比及三星体验营销策略的论述,同时提出三星手机当前体验营销面临的问题。再次,从库存管理、店铺陈列、顾客接待、产品知识及门店促销五个方面着手研究并进行现场营销策略制定。最后进行现场营销策略实施,以中街兴隆体验店为例,逐步说明如何将策略进行实施。本文通过现场营销理论研究,针对营造终端体验环境、激发顾客情感因素等方面的探究,制定现场营销策略及实施方案。目的是将个性化营销理念传递给顾客,力争从根本上解决终端问题,从而提升三星市场份额,提升品牌忠诚度,同时确保现场营销在终端实现最大化效果。本文通过现场营销的策略研究,总结出在新形势下三星公司设计与时代发展相匹配的营销策略。对于新时代营销方式在手机行业的应用具有重要的理论价值和实践指导意义。现场营销作为一种全新的营销模式,将成为三星手机行业零售终端的必然发展趋势。更多还原

【Abstract】 Demand for mobile phones are becoming more and more people in the individuation and diversity.Nearly five years great changes have taken place in the mobile phone market pattern,this article is on the basis of Samsung mobile phone experiential marketing present situation.Through the marketing strategy formulation and implementation to attract more customers into the Samsung sells,improving conversion rates,what is more,retailing the level to achieve a qualitative leap.This article selects topic on "Samsung mobile marketing strategy research based on experiential marketing".First,on the basis of experiential marketing,Samsung field marketing theory is put forward.Then,through the SWOT analysis,marketing strategy analysis,contrast and marketing strategy of Samsung mobile phone brands at home and abroad experience marketing strategy,analyze the present situation of Samsung mobile marketing and analysis the current problems we are facing.Thirdly,implement the marketing strategy,from SKU management,store layout,customer reception,product knowledge and store promotion in five aspects.Finally,sites marketing strategy implementation on Xinglong Famaly for an example.Through the marketing theory,aimed at creating an environment of terminal experience,inspire customers to explore the emotional factors,so as to conduct site marketing strategy formulation and implementation.Research purpose is to communicate the brand personalized marketing concept,in order to fundamentally solve the problem,increase Samsung market share,enhance the brand loyalty,and maximize the effect to ensure that the marketing in the terminal.Through strategic research of field marketing,summed up in the era of new marketing methods in the application of the mobile phone industry.The importantly theoretical value and practical guiding significance of the field of marketing as a new marketing mode,will become the trend in retail terminal of the Samsung mobile phone industry.更多还原