Under economic globalization, especially joining the WTO brings a big opportunity for China' s economic progress. China enterprises tend to compete with many international well-known ones. And quite a few multinational enterprises enter into Chinese market as a new field. With the rapid and boom progress of science and technology, the climate of modern enterprise is undergoing, and all global markets competitively emerge. So all pressure from around the comer are wrung, it is necessary to change the correct way of running to adapt themselves to the new changes and gain a competitive advantage over rival companies.
Nowadays the core of marketing shifts from product-centeredness to customer-centeredness. The marketing strategy becomes the core of competition to all big-sized institutes. The marketing strategy plays a more and more role on gaining the market. It is well-known that the successful sales and market campaign not only produce the products which customers are satisfied at a suitable price and distribution channels, but also take an appropriate sales campaign. Promotion is one of the top four marketing strategies. Making and applying appropriately strategies of sales promotion will be the necessary guarantee for enterprises to achieve great profits and get beneficial condition of production and marketing in the market competition.
South Korea's Samsung enterprise and China Lenovo enterprise is the representative of the successful enterprises respectively owe to the typical way of sales. So making a research and comparison between the two enterprises in the way of marketing channels can make us recognize that how to take the reasonable marketing ways in a new environment, and how to meet the challenge of foreign enterprise for a domestic enterprise when choosing the right promotion mode. This kind of analysis is worth making for any other enterprises.
So this paper will be divided into several parts as follow:
Chapter One is the introduction. It is going to state the significance and feasibility of the paper and make a brief introduction to the theory used in the paper and previous studies on the topic.
Chapter Two will analyze the characteristics of marketing strategies of Samsung Company and Lenovo Company in Chinese market and explore the sales strategies at different periods.
Chapter Three will mainly discuss the differences of marketing strategies of Samsung Company and Lenovo Company in Chinese market and make a comparison between the two. Through the analysis, it can be found that Samsung Company and Lenovo Company pay more attention on the public relation. In terms of public relation, Lenovo enterprise spends more money promoting by means of sports marketing, while Samsung combines sports marketing to put a long term to catch the big fish; with a view of the advertisement promotion, Samsung and Lenovo will propaganda enterprise image. The Lenovo propaganda it at a high price while the Samsung using different and creative ways. On public welfare activities, Samsung and Lenovo are more or less similar, they participate in public welfare activities to make good enterprise image.
Chapter Four is the conclusion and suggestion. It will draw a conclusion and find some limitations and further study.
This paper takes on various comparative methods in order to show a new and deep insight on the topic. This paper follows a paradigm from the general to the specific, from the concrete to the general induction and deduction.