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題名 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作者 表俊澕
Pyo, June hwa貢獻者 李明
Lee, Ming
表俊澕
June hwa Pyo關鍵詞 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日期 2017 上傳時間 31-七月-2017 11:25:32 (UTC+8) 摘要 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.參考文獻 《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/2010/03/25/2003468850Bio, 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/#31b0934352e5Bloomberg BusinessWeek. “ Online Extra: Samsung`s Goal: Be Like BMW.” Special report, Aug1st, 2005.https://www.bloomberg.com/news/articles/2005-07-31/online-extra-samsungs-goal-be-like-bmwCho, 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-foundryCho, 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-marketFried, 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-operateJeong, 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-MarketingJo, 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/10.1108/03090560310477654Kim, Yong-chul. "The New `Big Blue." The Korea Times, Jan 29th, 2010.http://koreatimes.co.kr/www/news/special/2010/01/133_59924.htmlLee, 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-smartphonesShukla, 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-brandingAdvertising 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-SuperCNBC, http://www.cnbc.com/2017/04/10/galaxy-s8-selling-faster-than-galaxy-s7.htmlhttp://www.yonhapnews.co.kr/bulletin/2017/04/04/0200000000AKR20170404170200003.HTML?input=1179mDigital Training Academy,http://www.digitaltrainingacademy.com/casestudies/2016/09/samsung_most_trustworthy_olympics_sponsor_brand_survey.phpForbes, https://www.forbes.com/companies/samsung-electronics/Fortune, http://beta.fortune.com/fortune500/listStatista, https://www.statista.com/statistics/264875/brand-value-of-the-25-most-valuable-brands/IHS, https://www.ihs.com/index.htmlInterbrand, http://interbrand.com/Harvard Business Review,https://hbr.org/2003/10/optimal-marketingWall Street Journal,https://www.wsj.com/articles/hp-to-acquire-samsung-printer-business-in-1-billion-deal-1473667204Samsung Electronics,http://www.samsung.com/ushttp://www.samsung.com/uk/aboutsamsung/http://www.samsung.com/us/news/newsRead.do?news_seq=388https://pages.samsung.com/ca/launchingpeople/English/Olympic, https://www.olympic.org/sponsors/samsunghttps://www.olympic.org/news/samsung-helping-to-make-rio-2016-the-most-connected-olympic-games-everhttps://www.olympic.org/news/ioc-and-samsung-extend-worldwide-top-partnership-through-to-2020Starcount, 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#.WQHwn8sVE5shttp://en.adquan.com/post-13-1113.htmlResearch Methodology,http://research-methodology.net/samsung-marketing-strategy/#_ftn1Wikipedia, https://en.wikipedia.org/wiki/Samsung_Electronicshttps://en.wikipedia.org/wiki/Corporate_brandinghttps://en.wikipedia.org/wiki/Samsung_Galaxy_Note_7 描述 碩士
國立政治大學
亞太研究英語碩士學位學程(IMAS)
99926015資料來源 http://thesis.lib.nccu.edu.tw/record/#G0999260151 資料類型 thesis dc.contributor.advisor 李明 zh_TW dc.contributor.advisor Lee, Ming en_US dc.contributor.author (作者) 表俊澕 zh_TW dc.contributor.author (作者) June hwa Pyo en_US dc.creator (作者) 表俊澕 zh_TW dc.creator (作者) Pyo, June hwa en_US dc.date (日期) 2017 en_US dc.date.accessioned 31-七月-2017 11:25:32 (UTC+8) - dc.date.available 31-七月-2017 11:25:32 (UTC+8) - dc.date.issued (上傳時間) 31-七月-2017 11:25:32 (UTC+8) - dc.identifier (其他 識別碼) G0999260151 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/111558 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 亞太研究英語碩士學位學程(IMAS) zh_TW dc.description (描述) 99926015 zh_TW dc.description.abstract (摘要) 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。 zh_TW dc.description.abstract (摘要) 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. en_US dc.description.tableofcontents Chapter 1. Introduction……………………………………………………………………………… 1 1.1 Background……………………………………………………………………………………………………… 11.2 Objective and Framework…………………………………………………………………… 11.3 Brand Value…………………………………………………………………………………………………… 21.3.1 Strong Brands Grow Strong Businesses………………………………21.3.2 The Best Global Brand of 2016, Interbrand…………………3Chapter 2. Literature Review…..……………………………………………………………42.1 Stengel 50: the World’s 50 Fastest Growing Brands…42.2 Bringing the corporation into corporate branding……6Chapter 3. Samsung Electronics………………………………………………………………83.1 Company History……………………………………………………………………………………………83.1.1 Early Stage (1969-1987)…………………………………………………………………83.1.2 Transform into a Global Company (1988-2008)……………93.1.3 Pioneering the Digital Age& Searching for Growth Engines (2009–Present)……………………………………………………………………………………103.2 Overview of Samsung Electronics…………………………………………………123.2.1 Business Divisions of Samsung Electronics…………………123.2.2 Financial Snapshot………………………………………………………………………………153.2.3 Development of Samsung’s Marketing Strategy……………153.2.4 Samsung Electronics’ Mobile Phone Business………………20Chapter 4. Branding……………………………………………………………………………………………224.1 Brand and Branding……………………………………………………………………………………224.1.1 Branding…………………………………………………………………………………………………………224.1.2 Corporate Branding………………………………………………………………………………224.2 The VCI Alignment Model……………………………………………………………234.2.1 Strategic Vision, Organizational Culture, Stakeholder Images………………………………………………………………………………………………………………………………254.3 Summing up Branding…………………………………………………………………………………26Chapter 5. The application of VCI Alignment Model to Samsung Electronics……………………………………………………………………………………………27 5.1.The Strategic Vision of Samsung Electronics………………275.1.1 Vision 2020…………………………………………………………………………………………………275.2 Corporate culture of Samsung Electronics…………………………295.2.1 Practiced Corporate Culture………………………………………………………305.2.1.1 Human Talent…………………………………………………………………………………………305.2.1.2 Be the World Best……………………………………………………………………………305.2.1.3 Effectiveness………………………………………………………………………………………315.2.2 Desired Corporate Culture……………………………………………………………315.2.2.1 Trinity Value System……………………………………………………………………315.2.2.2 Creative Organizational Culture………………………………………345.2.2.2.1 Creative Performance-based System……………………………345.2.2.2.2 Dynamic Organizational Culture……………………………………365.2.2.2.3 Human Resource Management…………………………………………………385.3 Stakeholder Images of Samsung Electronics………………………385.3.1 Global CRM……………………………………………………………………………………………………385.3.2 Communication with Customers……………………………………………………395.3.3 Customer Management System ………………………………………………………435.3.4 Advertising & Marketing…………………………………………………………………455.3.5 Process of Establishing Corporate Branding………………485.3.5.1 The Restructuring Headquarters’ Top-down Strategy…485.3.5.2 Consolidation of Ad Agency and Cohesive Brand Strategy……………………………………………………………………………………………………………………………495.4 Major Examples of Corporate Marketing……………………………………505.4.1 Strategic Sponsorships………………………………………………………………………505.4.2 Entertainment Marketing……………………………………………………………………545.4.3 PR and Publicity………………………………………………………………………………………55Chapter 6. Conclusion…………………………………………………………………………………………576.1 Aligning Vision, Culture, and Stakeholder’s Images…576.2 Conclusion and Suggestion……………………………………………………………………60Bibliography…………………………………………………………………………………………………………………62Appendix……………………………………………………………………………………………………………………………68Figures 1.1 the List of the Best Global Brands of 2016, Interbrand………………………………………………………………………………………………………………………68Figures 1.2 the List of the Global Top Growing Brands of 2016, Interbrand………………………………………………………………………………………………………68Figures 1.3 Historical Trend of Brand Value of Samsung Electronics……………………………………………………………………………………………………………………69Figures 2.1 the Stengel 50 VS S&P 500………………………………………………69Figure 2.2 Stangel 50 Corporate’s Brand Contribution 2001~2010…………………………………………………………………………………………………………………………70Figure 3.1 Organizational Chart of Samsung Electronics……………………………………………………………………………………………………………………70Figure 3.2 Operating Profit by Segment……………………………………………71Figure 3.3 Income Statement…………………………………………………………………………71Figure 3.4 Financial Key Ratios………………………………………………………………72Figure 5.4 the Structure of Business Conduct Guideline…72Figure 5.5 Counselling Centers and Psychiatric Clinics…73Figure 5.7 Customer Satisfaction Survey Results in 2015…74Figure 5.11 Eight-Point Battery Safety Check Test…………………75Figure 5.13 structure of Future Strategy Department……………75 zh_TW dc.format.extent 2883440 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0999260151 en_US dc.subject (關鍵詞) 三星電子 zh_TW dc.subject (關鍵詞) 品牌價值 zh_TW dc.subject (關鍵詞) 企業文化 zh_TW dc.subject (關鍵詞) 手機行業 zh_TW dc.subject (關鍵詞) VCI model zh_TW dc.subject (關鍵詞) Samsung electronics en_US dc.subject (關鍵詞) Brand value en_US dc.subject (關鍵詞) Corporate culture en_US dc.subject (關鍵詞) Mobile industry en_US dc.subject (關鍵詞) VCI model en_US dc.title (題名) 三星電子的品牌策略:以手機行業的經驗為例 zh_TW dc.title (題名) Samsung electronics’ branding strategy: experience in mobile industry en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 《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." 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