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Study on Samsung in China localization management to brand management as the center

Author: DingZuo
Tutor: XuBaoMei
School: Shanghai International Studies University
Course: Japanese Language and Literature
Keywords: Samsung Localization Brand Value Brand management
CLC: F272.3
Type: Master's thesis
Year: 2014
Downloads: 0
Quote: 1
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Abstract


Samsung, a well-known South Korean companies, their products in twentieth Century 80's most Chinese heart is synonymous with cheap, counterfeit goods. But after 20 years of operation in China, Samsung's products can be seen everywhere, especially in electronic products. At present hot is the flagship product "Galaxy" is a series of Apple Corp "iPhone" are considered synonymous with intelligent mobile phone, in China consumers seem to is a symbol of fashion, wealth. To fumble China internationalization of enterprises, is also located in the Asian region, belong to the Chinese cultural circle, which belongs to the bright younger generation of Samsung, its development will be faced or will experience the Chinese enterprise, is a more easily touch the learning paradigm. So I hope that through the Samsung brand management research in China to the rapid development of the enterprise is in Chinese, especially the enlightenment China electronic information industry. This paper is divided into four parts. The first part, introduces the research on Samsung's research background, research methods, the framework and the previous. The second part, review and overview of simple Samsung Group history, Samsung business process and business strategy in china. The third part, from the preliminary work, enter the market after the Chinese Samsung sports marketing, brand connotation and social responsibility four aspects of Samsung in China brand management problems. The fourth part, based on summarizing the Samsung in China business strategy, to explore its business in China on China enterprises especially electronic information enterprises for reference: to increase R & D investment, developed their own unique technology; use of local talent to make products more in line with market demand; continue to launch new products to seize the market; the establishment of specialized agencies, overall planning and so on brand building.

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