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研究生:表俊澕
研究生(外文):June hwa Pyo
論文名稱:三星電子的品牌策略:以手機行業的經驗為例
論文名稱(外文):Samsung electronics’ branding strategy: experience in mobile industry
指導教授:李明李明引用關係
指導教授(外文):Lee, Ming
口試委員:賴建都黎佩芬
學位類別:碩士
校院名稱:國立政治大學
系所名稱:亞太研究英語碩士學位學程(IMAS)
學門:社會及行為科學學門
學類:區域研究學類
論文種類:學術論文
畢業學年度:105
語文別:英文
論文頁數:75
中文關鍵詞:三星電子品牌價值企業文化手機行業VCI model
外文關鍵詞:Samsung electronicsBrand valueCorporate cultureMobile industryVCI model
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在本論文中,作者將仔細研究三星電子的企業品牌。 雖然有不少關於三星電子的發展戰略或營銷策略的研究,但只有少數研究發現其企業品牌戰略。 因此,為了了解三星電子如何開發企業品牌戰略,本研究透過應用VCI model來分析,並確認企業願景,企業文化與利益相關者形象之間是否存在一致性。本研究的基礎是文獻分析與三星電子案例的研究。
本文的目的是透過研究三星電子的案例,深入了解企業品牌形象,並強調正確的企業品牌建設的重要性,為企業繁榮創造品牌價值。
In this thesis, the author will scrutinize Samsung Electronics’ corporate branding. Although there are several studies about Samsung electronics’ development strategy or marketing strategy, only few studies can be found about its corporate branding strategy. Hence, in order to understand how Samsung Electronics has developed its corporate branding strategy, this study looks over its efforts by applying the VCI model and make sure whether alignment exist among company vision, corporate culture and stakeholders’ images. This research’s basis is on the case study with Samsung Electronics and literature analysis.
The propose of this thesis is to gain helpful insights into the corporate branding by studying the case of Samsung Electronics and to emphasize the importance of proper corporate branding in order to create brand value for corporate prosperity.
Chapter 1. Introduction……………………………………………………………………………… 1
1.1 Background……………………………………………………………………………………………………… 1
1.2 Objective and Framework…………………………………………………………………… 1
1.3 Brand Value…………………………………………………………………………………………………… 2
1.3.1 Strong Brands Grow Strong Businesses………………………………2
1.3.2 The Best Global Brand of 2016, Interbrand…………………3
Chapter 2. Literature Review…..……………………………………………………………4
2.1 Stengel 50: the World’s 50 Fastest Growing Brands…4
2.2 Bringing the corporation into corporate branding……6
Chapter 3. Samsung Electronics………………………………………………………………8
3.1 Company History……………………………………………………………………………………………8
3.1.1 Early Stage (1969-1987)…………………………………………………………………8
3.1.2 Transform into a Global Company (1988-2008)……………9
3.1.3 Pioneering the Digital Age& Searching for Growth Engines (2009–Present)……………………………………………………………………………………10
3.2 Overview of Samsung Electronics…………………………………………………12
3.2.1 Business Divisions of Samsung Electronics…………………12
3.2.2 Financial Snapshot………………………………………………………………………………15
3.2.3 Development of Samsung’s Marketing Strategy……………15
3.2.4 Samsung Electronics’ Mobile Phone Business………………20
Chapter 4. Branding……………………………………………………………………………………………22
4.1 Brand and Branding……………………………………………………………………………………22
4.1.1 Branding…………………………………………………………………………………………………………22
4.1.2 Corporate Branding………………………………………………………………………………22
4.2 The VCI Alignment Model……………………………………………………………23
4.2.1 Strategic Vision, Organizational Culture, Stakeholder Images………………………………………………………………………………………………………………………………25
4.3 Summing up Branding…………………………………………………………………………………26
Chapter 5. The application of VCI Alignment Model to Samsung Electronics……………………………………………………………………………………………27
5.1.The Strategic Vision of Samsung Electronics………………27
5.1.1 Vision 2020…………………………………………………………………………………………………27
5.2 Corporate culture of Samsung Electronics…………………………29
5.2.1 Practiced Corporate Culture………………………………………………………30
5.2.1.1 Human Talent…………………………………………………………………………………………30
5.2.1.2 Be the World Best……………………………………………………………………………30
5.2.1.3 Effectiveness………………………………………………………………………………………31
5.2.2 Desired Corporate Culture……………………………………………………………31
5.2.2.1 Trinity Value System……………………………………………………………………31
5.2.2.2 Creative Organizational Culture………………………………………34
5.2.2.2.1 Creative Performance-based System……………………………34
5.2.2.2.2 Dynamic Organizational Culture……………………………………36
5.2.2.2.3 Human Resource Management…………………………………………………38
5.3 Stakeholder Images of Samsung Electronics………………………38
5.3.1 Global CRM……………………………………………………………………………………………………38
5.3.2 Communication with Customers……………………………………………………39
5.3.3 Customer Management System ………………………………………………………43
5.3.4 Advertising & Marketing…………………………………………………………………45
5.3.5 Process of Establishing Corporate Branding………………48
5.3.5.1 The Restructuring Headquarters’ Top-down Strategy…48
5.3.5.2 Consolidation of Ad Agency and Cohesive Brand Strategy……………………………………………………………………………………………………………………………49
5.4 Major Examples of Corporate Marketing……………………………………50
5.4.1 Strategic Sponsorships………………………………………………………………………50
5.4.2 Entertainment Marketing……………………………………………………………………54
5.4.3 PR and Publicity………………………………………………………………………………………55
Chapter 6. Conclusion…………………………………………………………………………………………57
6.1 Aligning Vision, Culture, and Stakeholder’s Images…57
6.2 Conclusion and Suggestion……………………………………………………………………60
Bibliography…………………………………………………………………………………………………………………62
Appendix……………………………………………………………………………………………………………………………68
Figures 1.1 the List of the Best Global Brands of 2016, Interbrand………………………………………………………………………………………………………………………68
Figures 1.2 the List of the Global Top Growing Brands of 2016, Interbrand………………………………………………………………………………………………………68
Figures 1.3 Historical Trend of Brand Value of Samsung Electronics……………………………………………………………………………………………………………………69
Figures 2.1 the Stengel 50 VS S&P 500………………………………………………69
Figure 2.2 Stangel 50 Corporate’s Brand Contribution 2001~2010…………………………………………………………………………………………………………………………70
Figure 3.1 Organizational Chart of Samsung Electronics……………………………………………………………………………………………………………………70
Figure 3.2 Operating Profit by Segment……………………………………………71
Figure 3.3 Income Statement…………………………………………………………………………71
Figure 3.4 Financial Key Ratios………………………………………………………………72
Figure 5.4 the Structure of Business Conduct Guideline…72
Figure 5.5 Counselling Centers and Psychiatric Clinics…73
Figure 5.7 Customer Satisfaction Survey Results in 2015…74
Figure 5.11 Eight-Point Battery Safety Check Test…………………75
Figure 5.13 structure of Future Strategy Department……………75
《Books》
Corporate Excellence Centre for Reputation Leadership. Linking a brand’s DNA to a company’s strategy: the vital role played by identity and culture. Madrid: the Corporate Excellence Centre for Reputation Leadership, 2012.
Dhruv, Grewal and Michael, Levy. Marketing. New York: McGraw-Hill Education, 2013.
Davis, John A. The Olympic Games Effect: How Sports Marketing Builds Strong Brands. Singapore: John Wiley & Son Singapore Pte Ltd, 2012.
Davis, John A.and Hilbert, Jessica Zutz: Sports Marketing: Creating Long Term Value. Cheltenham: Edward Elgar Publishing, 2013.
Hankyung Special Report Team. Samsung rising: Why is Samsung Strong?(삼성전자 왜 강한가) Seoul: Hankyung, 2002.
Haig, Matt. Brand Royalty: How the World's Top 100 Brands Thrive & Survive. London: Kogan page Limited, 2006.
John, A. Quelch and Anna, Harrington. Samsung Electronics Company: Global marketing Operations. Brighton: Harvard Business Review, 2005.
Keller, Kevin Lane. Strategic brand management: building, measuring, and managing brand equity. New Jersey: Prentice Hall, 2003.
Kim, Sung Hong, Woo, In Ho. 이건희 개혁 10년 (Lee Kun-hee’s 10 years reform). Paju: Gimm-Young Publishers, 2004.
Kim, Byung Wan. Smart War: 왜 결국 삼성전자인가(Why eventually Samsung Electronics). Seoul: Brainstore, 2013.
Lee, Dongyoup. samsung Electronics – the Global Inc. Seoul: YSM, 2006.
Lee, Boon-Young. Seung-Joo Lee. Case Study of Samsung’s Mobile Phone Business. Sejong: KDI school, 2013.
Lepla, F. Joseph and Parker, Lynn M. Integrated Branding: Becoming brand-driven through companywide Action. Westport: Quorum Books, 1999.
Michell, Tony. Samsung Electronics: And the struggle For Leadership of the Electronics Industry. Hoboken: John Wiley & Sons, 2010.
Stengel, Jim. GROW: How Ideals Power Growth and Profit at the World’s Greatest Companies. Danvers: Crown Business, 2011.
Schroeder, Jonathan E. and Salzer-Morling, Miriam. Brand Culture. Abingdon: Routledge, 2005.
Schultz, Majken and Hatch, Mary Jo. Taking Brand Initiative: How Companies Can Align Their Strategy, Culture and Identity Through Corporate Branding. San Francisco: Jossey Bass, 2008.
Song, Jaeyong and Lee, Kyung-mook. 글로벌 일류 기업 삼성을 만든 이건희 경영학: Samsung Way (Lee Kun-hee’s Business Administration to Create a World-class Company Samsung: Samsung Way). Paju: 21st century books, 2013.
Seo, Sang-won. 대한민국 글로벌 자존심 스마트 삼성(Korea's Global Pride Smart Samsung ). Seoul: Starbooks, 2011.
Sim, Jeongtaek, 이건희傳:초국가 삼성을 건설하다 (Lee, Kun-hee: Constructing Transnational Samsung). Seoul: 새로운 현재(New current), 2016.
《Articles》
AFP, SEOUL. "Lee Kun-hee Returns to Samsung." Taipei Times, March 25th, 2010.
http://www.taipeitimes.com/News/worldbiz/archives/2010/03/25/2003468850
Bio, Full. “Why Samsung Is Buying Harman?” Forbes, Nov 16 th, 2016. https://www.forbes.com/sites/greatspeculations/2016/11/16/why-samsung-is-buying-harman/#31b0934352e5
Bloomberg BusinessWeek. “ Online Extra: Samsung's Goal: Be Like BMW.” Special report, Aug
1st, 2005.
https://www.bloomberg.com/news/articles/2005-07-31/online-extra-samsungs-goal-be-like-bmw
Cho, Jin-young. “System Semiconductor Business: Will Samsung Electronics Create Fabless, Foundry Business Divisions?” BusinessKorea, Nov 23th, 2016.
http://www.businesskorea.co.kr/english/news/ict/16557-system-semiconductor-business-will-samsung-electronics-create-fabless-foundry
Cho, Jin-young. “Samsung Electronics Came Back As the First Runner in Global Smartphone Market.” Businesskorea, Apr 14th, 2017.
http://www.businesskorea.co.kr/english/news/ict/17808-regain-1-spot-samsung-electronics-came-back-first-runner-global-smartphone-market
Fried, Ina. “Samsung’s Marketing Chief Aims to Stir Passion for Korea’s Electronics Giant.” Jan 30th, 2012.
http://allthingsd.com/20120130/samsungs-marketing-chief-aims-to-stir-passion-for-koreas-electronics-giant/
Herh, Michael. “How Will Samsung’s Emergency Management System Operate amid Owner Risk?” Businesskorea, Jan20th, 2017.
http://www.businesskorea.co.kr/english/news/management/17096-emergency-management-how-will-samsung%E2%80%99s-emergency-management-system-operate
Jeong, Eun-Young and Martin, Timothy W.. “Samsung profit soars despite Galaxy Note 7 woes.” Businesswire, Jan 23th, 2017.
http://www.businesswire.com/news/home/20050609005432/en/Samsung-Electronics-Introduces-Phase-Global-Brand-Marketing
Jo, Mary and Schultz, Majken. “Bringing the corporation into corporate branding.” European Journal of Marketing Vol. 37, Jul. – Aug. 2003. pp.1041-1064.
https://doi.org/10.1108/03090560310477654
Kim, Yong-chul. "The New 'Big Blue." The Korea Times, Jan 29th, 2010.
http://koreatimes.co.kr/www/news/special/2010/01/133_59924.html
Lee, Jungah and Chen, Lulu Yilun. "Samsung's Record Pressures Rivals as HTC Posts Loss." Bloomberg, October 5th, 2013. https://www.bloomberg.com/news/articles/2013-10-03/samsung-profit-beats-estimates-on-cheaper-galaxy-smartphones
Shukla, Vikas. “Galaxy Note 7: Samsung Earnings Prove A Loss Isn’t Always Bad:Value Work.” Valuewalk, Jan 9th, 2017.
http://www.valuewalk.com/2017/01/galaxy-note-7-samsung-earnings/
Shu, Catherine. “Samsung will acquire cloud-computing company Joyent.” Techcrunch, June 15th, 2016.
https://techcrunch.com/2016/06/15/samsung-joyent/
《Internet》
Android Authority,
http://www.androidauthority.com/samsung-lg-marketing-budget-2016-761744/
AMW,
http://www.amworldgroup.com/blog/entertainment-marketing-a-proven-way-of-advertising-and-product-branding
Advertising Age,
http://adage.com/article/special-report-global-players/eric-kim/97503/
Businesswire,
http://www.businesswire.com/news/home/20040324005447/en/DigitAll-Matrix-Campaign-Samsung-Electronics-Won-Super
CNBC, http://www.cnbc.com/2017/04/10/galaxy-s8-selling-faster-than-galaxy-s7.html
http://www.yonhapnews.co.kr/bulletin/2017/04/04/0200000000AKR20170404170200003.HTML?input=1179m
Digital Training Academy,
http://www.digitaltrainingacademy.com/casestudies/2016/09/samsung_most_trustworthy_olympics_sponsor_brand_survey.php
Forbes, https://www.forbes.com/companies/samsung-electronics/
Fortune, http://beta.fortune.com/fortune500/list
Statista, https://www.statista.com/statistics/264875/brand-value-of-the-25-most-valuable-brands/
IHS, https://www.ihs.com/index.html
Interbrand, http://interbrand.com/
Harvard Business Review,
https://hbr.org/2003/10/optimal-marketing
Wall Street Journal,
https://www.wsj.com/articles/hp-to-acquire-samsung-printer-business-in-1-billion-deal-1473667204
Samsung Electronics,
http://www.samsung.com/us
http://www.samsung.com/uk/aboutsamsung/
http://www.samsung.com/us/news/newsRead.do?news_seq=388
https://pages.samsung.com/ca/launchingpeople/English/
Olympic,
https://www.olympic.org/sponsors/samsung
https://www.olympic.org/news/samsung-helping-to-make-rio-2016-the-most-connected-olympic-games-ever
https://www.olympic.org/news/ioc-and-samsung-extend-worldwide-top-partnership-through-to-2020
Starcount, http://www.starcount.com/
Strategy Analytics,
https://www.strategyanalytics.com/strategy-analytics/blogs/devices/smartphones/smart-phones/2017/01/31/global-smartphone-shipments-hit-a-record-1.5-billion-units-in-2016#.WQHwn8sVE5s
http://en.adquan.com/post-13-1113.html
Research Methodology,
http://research-methodology.net/samsung-marketing-strategy/#_ftn1
Wikipedia,
https://en.wikipedia.org/wiki/Samsung_Electronics
https://en.wikipedia.org/wiki/Corporate_branding
https://en.wikipedia.org/wiki/Samsung_Galaxy_Note_7
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