三星品牌戰略

三星品牌戰略

楊惟雯

 

任何市場,假如產品技術已達同質化,市場將淪落無窮無盡地打惡性價格戰。所以,唯有樹立高檔、高價值的品牌形象,使品牌有較高的溢價能力,才能成就偉大的企業。

 

一、三星的起家厝

 

三星自1938年以賣魚乾、麵條的貿易商起家,如今己成為韓國第一大財閥,且旗下三星電子儼然成為亞洲企業的新典範。

 

韓國在電子行業是個後起之秀,日本、歐美品牌的“價值感、高檔感”與“高技術形象”要遠遠領先于韓國品牌。

然而,韓國三星已成功地實現了品牌超越,樹立起了很高的品牌價值感,在高端消費電子、通訊產品與IT產品領域佔有了一席之地。韓國三星成功提升品牌價值的戰略,即值得吾人學習。

 

華碩董事長施崇棠曾指出,韓國三星集團(Samsung)是「可怕的公司」!施崇棠更直言,三星並沒有源頭式的創新,但三星擅長「模仿別人,再把對方宰掉」,威脅性很大。

例如過去全球品牌電視機龍頭索尼(SONY)就曾吃了三星的虧!

索尼、三星在2004年斥資1.26兆韓元合資成立面板廠S-LCD(工廠就在三星廠區),雙方各持股一半,當時索尼有不少技術人員派駐在韓國,三星方面負責日常營運。幾年時間下來,三星面板技術突飛猛進,液晶電視更是賣的嚇嚇叫,硬是把過去居於市場龍頭地位的索尼給擠下來,使得索尼液晶電視銷售節節敗退。

 

過去施崇棠常常把改善內部流程的東西以「常山蛇」來舉例,孫子兵法中提到會稽常山有一種蛇,「擊首則尾應,擊尾則首應,擊其身而首尾相應」,原本是希望改善生產流程,可以互相支援呼應。

目前,三星集團之龐大,所生產的東西從面板、半導體零組件,一直到品牌手機、電腦、電視機…都有,的確可以達到遇狀況截長補短、產業景氣循環有高低落差時,光以自己集團內的力量就可以互相奧援的效果,以現今全球科技產業的嚴峻狀況而言,恐怕真的只有三星才可算得上是有常山蛇的本領。

 

二、一個天才可以養活百萬人

 

1997年,亞洲金融危機爆發,韓國大型財閥紛紛破產倒閉。此時的三星集團負債已超過200%,實際上也已處在破產邊緣。

 

但三星今日的成功,除很大一部分來自政府的扶持,其總裁李健熙的運籌帷幄功不可沒。三星很早就重視研發、人才培育與建立品牌,

 

三星總裁李健熙曾說:「一個天才可以養活百萬人。」

三星每年從全球各地網羅3000名人才,培訓後再派駐各地。三星王國就是靠這些人才打造出來的。三星目前在美國取得的專利數量僅次於IBM。

 

尤其,三星順應數位化的浪潮進行產業結構的重組,推出了全新的品牌戰略。新品牌戰略的核心就是修改品牌識別,使品牌識別與進軍高端數位化產品、追求高附加值的戰略相適應,給品牌注入“e公司、數位技術的領先者、高檔、高價值、時尚”等新元素。

 

三、品牌再造戰略

 

韓國三星打敗諾基亞,成為世界手機霸主;此外,三星也擠下日本索尼(SONY),變成全球最大的科技公司。關鍵何在?

 

(一)重新打造高附加值產品框架

 

三星設定品牌新戰略與新識別是以產品為載體。

“產品新穎、設計時尚、操作簡單、使用方便”成為三星的鮮明特色。

 

永遠走在技術和時尚前列的三星電不斷創新,首先,選定手機是最能表明“時尚、高檔、技術領先、e化”品的三星品牌形象的載體。

1、三星在中國市場推出第一台具有雙屏顯示功能的手機SGH-A288。其獨特的外屏設計不僅能顯示時間、日期、信號強度及電池餘量等資訊,還能方便地讓用戶無須翻蓋就能看到來電號碼。

2、2001年底又推出了SCH-X350的新型手機,以自然和諧的鈴聲成為新的賣點。這款新近開發出的旋律手機,使用了漸進的16和絃,能夠產生美妙逼真的鈴聲,與現在普遍的機械鈴聲有著天壤之別。

3、三星的超薄筆記本電腦,也同樣淋漓盡致地體現了三星品牌新識別。NV 5000超薄筆記本電腦,一款厚度僅有21毫米、重量2.9磅的超輕、超薄筆記本電腦,它不僅外觀精巧時尚,而且功能非常強大。可選購的配件(MP3聽筒、350K數碼照相機)的強大輔助功能,不但方便了網路一族,更令電腦發燒友讚不絕口。

 

三星準確地找到了“追求時尚高雅享受、展現個性品味成為中國市場消費主流”的發展前景。手機、筆記本電腦、DVD、顯示器僅僅是一個縮影,MP3、數字錄音筆、手錶手機、數碼攝像機、數位電視機、數碼超人、光碟刻錄機等無一不是三星電子品牌價值提升的助推火箭。

 

(二)實施全球性的統一的營銷和廣告策略

 

1、2000年初開始,三星電子在中國開展了一系列的數字品牌推廣活動,推出了很多數字新產品和一個全新的宣傳口號——”SAMSUNG  DIGIAL: Everyone’s  Invited “(三星數位 世界歡迎您);如,在北京嘉裏中心舉辦的”三星數位展望發佈會”,消費者互動派隊”yepparty”,三星迎奧運”天津萬人長跑大賽”,獎勵三星消費者的”免費去看悉尼奧運會”,中韓足球對抗賽及”第一屆三星數碼超人選拔賽”等。作為國際奧會無線通訊方面的官方贊助商的三星電子將在未來三年內,成為鳳凰衛視所有奧運節目的首家主要贊助商,為北京成功準備和舉辦奧運會做出貢獻。三星電子將與香港鳳凰衛視攜手合作,共同推出10個主題的“走進2008——三星中國奧運行”大型特別節目。

 

2、巧妙地運用了明星戰略,並選用“青春、活力、時尚”、倍受“年輕人追捧”的明星(鄭伊健、陳慧琳)為形象代言人,把明星氣質有效嫁接到品牌上,使消費者以較短時間對三星的看法從原來的“較低檔、陳舊、落伍”轉變為現在“高檔、時尚”的新形象。

 

3、三星並設立三星數碼體驗館,生動地展現三星數位的尖端技術與美好的數位生活,並引來了無數好奇的目光。

在這個專門供人們體驗未來世界的數碼館裏,人們可以觸摸並使用世界尖端數位概念產品和成型產品:包括MP3播放器、數碼攝像機、數碼照相機、數碼錄音筆,可以當顯示器用的100赫茲52寸背投彩電,可以收看電視節目的多功能液晶顯示器,還有概念型手錶手機、上網手機、MP3手機……在數碼虛擬世界中,這些產品帶給人時空交錯的未來感,實實在在的數字接觸,引起人們對未來數位世界的無限美好憧憬。

 

4、公關活動凸顯“數字、e化、時尚生活”的品牌新識別

比如三星轟轟烈烈開展 “三星網路競技遊戲選拔賽” 的公關活動,創造了讓消費者自然地接觸三星數位產品的機會,引領時尚潮流。 “三星電子World Cyber Games中國區選拔賽”2001年9月份在神州大地拉開戰幕。三星電子借助賽事強大而又體貼的宣傳氣勢,在消費數位產品領域引領新的時尚。

 

5、終端通路策略也按品牌新識別的要求進行調整

為了貫徹其大張旗鼓地進入高端“三星數位世界”的品牌戰略,三星更是以壯士斷腕的勇氣放棄了三星產品的主要零售商沃爾瑪公司,三星市場總監埃裏克•金解釋說:“以前三星力推低端電子產品時,沃爾瑪是其關鍵網路,但現在再將產品擺在面向大眾市場的折扣店裏(如沃爾瑪)對三星建立高端形象的努力會造成不利影響。”

 

為維護高檔的品牌形象,三星的每種產品,在中國一般只找一家總代理,避免多家代理相互壓價導致價格不穩品牌降格。

 

堅信品牌的價值,規劃好品牌識別後,讓整個企業機器(研發、設計、廣告、公關 )都圍繞品牌的新識別而展開,這使三星浴火重生,也是對企業品牌再造最大的啟示。

 

 

參考資訊來源:中國營銷傳播網

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