摘要
摘要
近年来，随着移动互联网技术的不断发展，智能手机以越来越强大的功能及愈发重
要的地位，走进每个人的生活之中。而随着国产手机品牌近年来的飞速崛起和发展壮大，
以 OPPO、VIVO、华为、小米为代表的国产品牌，也在近五、六年的时间里，迅速占
领中国智能手机市场，获得了中国市场消费者的好评。而作为最早一批进入中国手机市
场，且曾在中国智能手机市场中风光无限的三星，近几年在中国市场中的销量却不断下
滑。了解用户需求，提升品牌形象和产品销量，对于三星智能手机来说，是其在中国市
场发展过程中需亟待解决的问题。
本文以三星智能手机在中国市场中的营销策略为研究对象，首先对营销相关理论、
国内外手机欧亿·体育（中国）有限公司营销相关文献进行综述。其次，通过文献欧亿·体育（中国）有限公司研究法、SWOT分析、STP
分析等方法，分析了三星智能手机目前在中国市场的营销策略和销售情况，得出其在中
国市场现有营销策略的问题是：三星智能手机产品主打高端手机市场，对市场需求较大
的中低端产品关注度不足，且产品卖点与竞争者相比不够突出；营销观念仍以产品为中
心，营销策略没有从消费者思维的角度出发，品牌与消费者之间的没有互动和连接。通
过上述分析，提出三星手机在中国市场需要在关注高端市场的同时，更多地关注中低端
市场；以运营用户为目标，开展自媒体营销；为用户打造体验场景，进行场景营销；以
用户提供决策信息，进行内容营销；建设用户社区平台，推广社群营销。
三星智能手机必须抛弃传统营销观念，利用自媒体渠道与用户沟通交流的优势，了
解用户的需求，提高用户对品牌和产品的忠诚度，才能在当前瞬息万变的中国智能手机
市场中抓住机遇，在中国市场中重新崛起。
关键词：三星智能手机，营销策略，自媒体，场景营销，社群营销
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西北大学硕士学位论文
ABSTRACT
In recent years, with the continuous development of mobile Internet technology, smart phones
have entered everyone's life with more and more powerful functions and an increasingly
important position. With the continuous development of Chinese product brands in the
Chinese mobile phone market this year, domestic brands represented by OPPO, VIVO,
Huawei, and Xiaomi have gradually occupied the Chinese mobile phone market in the past
five or six years and have won the favor of Chinese consumers. . As the first batch of
Samsung smartphones that entered the Chinese market and once enjoyed great success in the
Chinese smartphone market, sales in the Chinese market have been declining in recent years.
Understanding user needs and improving brand image and product sales are issues that
Samsung’s smartphones urgently need to solve in the Chinese market.
This paper takes Samsung's smart phone marketing strategy in the Chinese market as the
research object, and first reviews marketing related theories and marketing related literature in
the mobile phone industry at home and abroad. Secondly, through the literature research
method, SWOT analysis, STP analysis and other methods, the current marketing strategy and
sales of Samsung smartphones in the Chinese market are analyzed, and the problem with its
existing marketing strategy in the Chinese market is: Samsung smartphone products Focusing
on the high-end mobile phone market, there is not enough attention to low-end and
middle-end products with greater market demand, and the product selling points are not
prominent enough compared with competitors; the marketing concept is still product-centric,
and the marketing strategy does not start from the perspective of consumer thinking. There is
no interaction and connection with consumers. Through the above analysis, it is proposed that
Samsung mobile phones in the Chinese market need to pay more attention to the low-end
market while paying more attention to the high-end market; to operate users as the target,
carry out self-media marketing; create experience scenes for users, conduct scene marketing;
Provide decision-making information and conduct content marketing; build a user community
platform to promote community marketing.
Samsung smartphones must abandon traditional marketing concepts, use the advantages of
self-media channels to communicate with users, understand user needs, and increase users’
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