| ABSTRACT | 第1-6页 |
| 摘要 | 第6-13页 |
| Chapter Ⅰ Introduction | 第13-18页 |
| ·Background and Significance of the Study | 第13-14页 |
| ·Relevant Research | 第14-16页 |
| ·Study Method | 第16页 |
| ·Thesis Structure | 第16-18页 |
| Chapter Ⅱ Analysis of China's Mobile Phone Industry | 第18-39页 |
| ·The Development Steps of Domestic Mobile Phone Industry | 第18-20页 |
| ·The Emergence and Fast Development of Domestic Mobile Phones (1998-2003) | 第18-19页 |
| ·The Declining Stage of Domestic Mobile Phones (2003-2007) | 第19页 |
| ·The Continued Declining Stage of Domestic Mobile Phones | 第19-20页 |
| ·Current Marketing Situation of Domestic Mobile Phone Industry | 第20-25页 |
| ·Current Competition | 第20-21页 |
| ·Mobile Phone Demand | 第21-22页 |
| ·Mobile Phone Price | 第22-23页 |
| ·Mobile Phone Channels | 第23页 |
| ·Mobile Phone Style Preference | 第23-25页 |
| ·Analysis of Domestic Mobile Phone Industry | 第25-39页 |
| ·Advantages of Domestic Mobile Phone Industry | 第25-26页 |
| ·Problems of Domestic Mobile Phone Industry in Marketing | 第26-35页 |
| ·Opportunities for Domestic Mobile Industry | 第35-36页 |
| ·Threats to Domestic Mobile Industry | 第36-39页 |
| Chapter Ⅲ Samsung and Its Marketing Strategies in China | 第39-61页 |
| ·About Samsung Electronics | 第39-40页 |
| ·Macro Marketing Environment of Samsung Mobile Phone in China | 第40-44页 |
| ·Economic Factor Analysis | 第41-42页 |
| ·Political and Cultural Factor Analysis | 第42-43页 |
| ·Technological Factor Analysis | 第43-44页 |
| ·The Competitive Environment of Samsung Mobile Phone in China | 第44-52页 |
| ·The Competition from Potential Enters | 第45-46页 |
| ·The Competition from Alternative Products | 第46-47页 |
| ·The Buyer's Bargaining Power | 第47-48页 |
| ·The Supplier Bargaining Power | 第48-49页 |
| ·The Competition from Current Competitors | 第49-52页 |
| ·Analyses of the Samsung's Marketing Strategy in China | 第52-61页 |
| ·Product Strategies | 第52-55页 |
| ·Pricing Strategies | 第55-56页 |
| ·Channel Strategies | 第56-58页 |
| ·Promotion Strategies | 第58-61页 |
| Chapter Ⅳ Implications of Samsung's Marketing Strategies in China toChina's Mobile Phone Industry | 第61-73页 |
| ·About Product | 第61-63页 |
| ·Mastering and Developing Core Technologies | 第61页 |
| ·Developing High-End Products | 第61-62页 |
| ·Focusing on Product Design | 第62-63页 |
| ·About Price | 第63-66页 |
| ·Business Mobile Phone Pricing Strategy | 第64页 |
| ·College Student Mobile Phone Pricing Strategy | 第64-65页 |
| ·Life Cycle Pricing Strategy | 第65-66页 |
| ·About Channel | 第66-69页 |
| ·Developing Various Distribution Channels | 第66-67页 |
| ·Simplifying the Distribution Layer | 第67-68页 |
| ·Exploring International Markets | 第68-69页 |
| ·About Promotion | 第69-73页 |
| ·Adopting Customer-Centered Promotion Methods | 第69-70页 |
| ·Applying Various Promotion Methods to Improve Brand Image | 第70-71页 |
| ·Enhancing the Management of Promotion Staff | 第71-73页 |
| Chapter Ⅴ Conclusions | 第73-76页 |
| REFERENCES | 第76-78页 |
| ACKNOWLEDGEMENT | 第78-79页 |
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