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https://nccur.lib.nccu.edu.tw/handle/140.119/111558
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| Title: | 三星電子的品牌策略:以手機行業的經驗為例
Samsung electronics’ branding strategy: experience in mobile industry |
| Authors: | 表俊澕
Pyo, June hwa |
| Contributors: | 李明
Lee, Ming
表俊澕
June hwa Pyo |
| Keywords: | 三星電子
品牌價值
企業文化
手機行業
VCI model
Samsung electronics
Brand value
Corporate culture
Mobile industry
VCI model |
| Date: | 2017 |
| Issue Date: | 2017-07-31 11:25:32 (UTC+8) |
| Abstract: | 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. |
| Reference: | 《Books》
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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.
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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.
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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.
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Cho, Jin-young. “Samsung Electronics Came Back As the First Runner in Global Smartphone Market.” Businesskorea, Apr 14th, 2017.
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Fried, Ina. “Samsung’s Marketing Chief Aims to Stir Passion for Korea’s Electronics Giant.” Jan 30th, 2012.
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《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
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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 |
| Description: | 碩士
國立政治大學
亞太研究英語碩士學位學程(IMAS)
99926015 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0999260151 |
| Data Type: | thesis |
| Appears in Collections: | [亞太研究英語博/碩士學位學程(IDAS/IMAS)] 學位論文
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| File |
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| 015101.pdf | 2815Kb | Adobe PDF2 | 245 | View/Open |
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