| 摘要 | 第1-5页 |
| ABSTRACT | 第5-9页 |
| Preface | 第9-11页 |
| Chapter 1 Introduction of Samsung ‘Anycall’in Korea | 第11-25页 |
| ·The domestic mobile communication market of Korea | 第11-12页 |
| ·The domestic mobile phone service market of Korea | 第12-13页 |
| ·The domestic mobile phone device market of Korea | 第13-16页 |
| ·The era of Motorola | 第14页 |
| ·The era of fierce competition | 第14-15页 |
| ·The era of competition between Korean corporations | 第15-16页 |
| ·Mobile Phone Market Competitors in Korea | 第16-17页 |
| ·Motorola | 第16-17页 |
| ·LG communications | 第17页 |
| ·Samsung’s strategy for success | 第17-24页 |
| ·New brand name ‘Anycall | 第17-19页 |
| ·Strategy for creating brand | 第19-24页 |
| (1) Products strategy | 第19-21页 |
| (2) Solidarity of ‘Anycall Plaza | 第21页 |
| (3) Outstanding marketing strategy of Samsung Anycall | 第21-23页 |
| (4) Pricing strategy | 第23页 |
| (5) Consumer satisfaction | 第23-24页 |
| ·Anycall success in Korea | 第24-25页 |
| ·Change of the market structure | 第24页 |
| ·Change in recognition | 第24-25页 |
| Chapter 2 The Process and current status of the Samsung Anycall entering in China | 第25-39页 |
| ·Foreign mobile communications companies entering in Chinese market | 第25-28页 |
| ·Motorola | 第25-27页 |
| ·Nokia | 第27-28页 |
| ·Samsung Anycall entering into China market | 第28-31页 |
| ·Samsung Anycall strategy in china | 第31-39页 |
| ·Core strategy of Samsung | 第31页 |
| ·Products strategy | 第31-33页 |
| ·Competitors Products strategy | 第32-33页 |
| ·Pricing strategy | 第33-35页 |
| ·Competitors pricing strategy | 第34-35页 |
| ·Distribution strategy | 第35-36页 |
| ·Competitors distribution strategy | 第35-36页 |
| ·Strategies to promote sales | 第36-39页 |
| ·Competitors promotion strategy | 第37-39页 |
| Chapter 3 An analysis of the competitive environment of mobile devices in China | 第39-43页 |
| ·Market share | 第39-41页 |
| ·Brand recognition | 第41页 |
| ·Pricing | 第41-43页 |
| Chapter 4 SWOT analysis of Samsung Anycall | 第43-55页 |
| ·Strength | 第43-48页 |
| ·Good products leadership | 第43-45页 |
| ·The possession of the world’s first CDMA commercialization technology | 第45-46页 |
| ·A differentiated strategy from competing companies | 第46-47页 |
| ·Organization culture and the leadership of the CEO | 第47-48页 |
| ·Weaknesses | 第48-50页 |
| ·Lack of Exclusive Advanced Technology | 第48-49页 |
| ·Obligation of Royalties | 第49-50页 |
| ·Opportunities | 第50-52页 |
| ·Similarities of Culture | 第50页 |
| ·Interest in Korean Popular Culture | 第50-51页 |
| ·Expansion of China’s CDMA market | 第51-52页 |
| ·Threats | 第52-55页 |
| ·Problems of IP Security and Technology Gaps | 第52-53页 |
| ·Fierce Competition among Korean Corporations | 第53页 |
| ·The Rapid Growth of Chinese Brand | 第53-55页 |
| Chapter 5 Suggestions for Samsung | 第55-62页 |
| ·Maintenance of Good Product Leadership | 第55-57页 |
| ·Back to the Basics | 第57-58页 |
| ·Strengthening of CDMA Expansion Support | 第58-59页 |
| ·Enhance global management capacity | 第59-60页 |
| ·Cooperation with Chinese Corporations and the Utilization of Local Workforce | 第60-62页 |
| Chapter 6 Conclusions | 第62-64页 |
| References | 第64-66页 |
| Appendix | 第66-67页 |
| Acknowledgement | 第66-67页 |
| Published article related to thesis | 第67页 |
