Replication strategy
-enter the market at a lower cost in a relatively short period of time.
Replication strategy means that the product technology, design and parts produced by an enterprise are completely dependent on external supply, and an enterprise is just like the production workshop of another enterprise, but assembled in the same way.
Samsung entered the home appliance and electronic industry on 1969 because the home appliance and electronic products market had shown great development prospects and potential at that time, and the home appliance and electronic products represented by TV sets were in the stage of rapid popularization; New products emerge one after another, especially color TV sets, which have entered the market and become profitable hot-selling products. However, the first product selected by Samsung Electronics is 12 inch black-and-white TV, which has entered the decline period of product life cycle and has a low profit margin. This is because:
1. At the beginning of its establishment, Samsung Electronics did not have and master the minimum electronic technology; Foreign companies that have mastered color TV technology are unwilling to transfer relevant technologies to Samsung Electronics, but only willing to provide complete sets of parts and assembly technologies for black and white TV sets.
2. Although the black-and-white TV set in developed countries with high income level has entered the decline stage of life cycle at that time, there are still market segments in developing countries with low income level (including South Korea) that need this low-end product. Although many foreign companies are no longer interested in black-and-white TV because of its low profit margin, Samsung is satisfied with the profits it can get from the black-and-white TV market at that time.
3. The assembly technology of black and white TV set has basically become an open technology at that time; Korean employees have good quality and are good at learning. It is expected that they can learn the assembly technology of black and white TV sets in a short time and produce them at low cost.
Considering the above conditions comprehensively, the product development strategy formulated by Samsung Electronics at that time was: importing complete sets of black-and-white TV sets and basic assembly technology from foreign companies (Sony, Japan), assembling them under the guidance of foreign technicians, producing low-end products in the declining stage (labeled "Sanyo") and selling them to overseas low-end markets (Samsung Electronics sold the first batch of 12 inch black-and-white TVs to Panama). This strategy reflects the appropriate matching of market, products and technology under the conditions at that time.
In the early 1980s, when Samsung Electronics entered the DRAM (Dynamic Memory) market, its product development strategy was also a copy strategy, that is, 64KDRAM chips were imported from foreign companies for packaging, and the packaging technology relied on foreign companies to produce low-end products for the low-end market.
Imitation strategy
-Digest and absorb foreign technology, and strive to improve the matching level of products, markets and technologies.
Imitation strategy means that although the key technology of the product developed by an enterprise is not invented by itself, the enterprise has mastered the key technology of the product through various channels, and can improve or innovate the product design and parts design to a certain extent on the basis of imitating the leading design of the product industry, so that its products are different from similar products of other enterprises and more suitable for the needs of some specific markets.
Samsung Electronics' low-end 12 inch black-and-white TV and low-end DRAM have achieved good results in their selected markets. However, according to the technical support agreement signed with foreign companies at that time, it was difficult for Samsung Electronics to obtain key technologies other than basic assembly technology. Of course, Samsung Electronics is not willing to stay in the low-level static matching of the market, products and technologies where the key technologies of the target products are controlled by foreign companies.
To this end, on the one hand, Samsung Electronics is still actively acquiring foreign technology through various channels; On the other hand, we will vigorously develop the digestion, absorption and mastery of key technologies within the company.
In black and white TV products, Samsung Electronics keeps away from the eyes and ears of foreign companies and secretly studies key technologies. They did a lot of research, discussion and exploration, and finally overcame the seemingly insurmountable difficulties and mastered the necessary technology of black and white TV sets. On this basis, Samsung Electronics developed a modified version of the economical l2-inch black-and-white TV set at 1975 according to the characteristics of low national income and large demand for TV sets in Korea at that time, which was very popular after it was put on the market. Although from a technical point of view, the parts of products are still mainly imported, at this time, the matching of market, products and technologies has undergone substantial changes-Samsung Electronics has mastered the necessary technology of black and white TV sets and can improve product design. Following the development of economical black-and-white TV sets, Samsung Electronics successively developed 14 inch color TV sets (1976), microwave ovens (1979), home video recorders (1984) and1MDRAM (1. Different from the production of the first batch of black-and-white TV sets and 64KDRAM, Samsung Electronics has cracked and basically mastered the key technologies of related products through "reverse engineering" before developing the above products. The products put on the market are developed by Samsung on the basis of industry-leading design, which has certain innovation. Although it has been more than 20 years since Samsung color TV first entered the market, the product is still in a mature stage in the world market. The specific market for Samsung Electronics' first batch of color TV sets was Panama, which was later sold to Japan. When Samsung's microwave ovens, home video recorders and 1MDRAM went on the market, these products were in the growth stage in the world market and had great market potential, even in developed countries. Samsung Electronics has identified the low-end markets in Canada, the United States and Japan as its main target markets. At this time, the matching degree of Samsung Electronics' market, products and technology has risen to a higher level: mastering key technologies, developing products in the mature period or growth period of life cycle, and occupying the low-end market of developed countries.
At this stage, Samsung Electronics not only uses reverse engineering methods extensively, but also uses other methods to obtain key technologies, such as: looking for technical sources in small foreign companies; Hire Korean scientists and engineers who have received overseas training and mastered the most advanced scientific and technological knowledge; Establish R&D centers in Silicon Valley and Tokyo, Japan; Let South Korea's R&D center and foreign R&D centers develop the same new product in parallel, and conduct healthy internal competition. The resultant force generated by these practices has played a great role in breaking the technology blockade of foreign companies, promoting foreign companies to transfer advanced technology to Samsung Electronics, accelerating Samsung Electronics to crack and absorb advanced technology, improving Samsung Electronics' technical starting level and overall technical capability, and improving Samsung Electronics' market, product and technology matching level. But at this time, Samsung's independent technology development ability is not strong, and the degree of independent innovation of products is not high; The products it develops, produces and sells are still low-grade products in the world market, facing the low-end market, and the profit rate is not very high. In addition, it also needs to pay huge technology use fees to foreign companies. Nevertheless, the proper matching of Samsung's electronic market, products and technology has achieved great success in the market and gained considerable economic benefits. It invested a large part of its economic benefits in R&D activities and established the largest R&D institute in North Korea. While accelerating the digestion and absorption of foreign advanced technology, it has further strengthened its own technological development and product innovation capabilities.
Keep up with the technology leading strategy
-Develop new products in the life cycle introduction stage with advanced technology, and occupy the middle and high-end market.
After years of active technical study, technical absorption and technical ability training, in the late 1980s and mid-1990s, the gap between Samsung Electronics and the world's advanced companies in terms of product technology development capability and technical level has been greatly narrowed, and it has approached or caught up with the world's advanced companies in some fields.
The more Samsung Electronics wants to enter the high-end electronic market, the more sophisticated the technology it needs, and there are still shortcomings in this respect, which cannot be independent of foreign companies. To this end, Samsung Electronics not only further strengthened its internal R&D, signed technology transfer agreements with other companies, but also adopted two new strategic measures: first, it acquired high-tech enterprises from developed countries (such as 1994 acquired LUX Company of Japan, and 1995 acquired the main shares of ASTResearch of the United States); The second is to form a strategic alliance with competitive enterprises with cutting-edge technology and enjoy technology. At this time, some foreign companies are in a leading position in technology (such as Toshiba, NEC, Motorola, Digital, SGS-Thompson, Siemens and so on). ) I am also willing to establish a strategic alliance with Samsung Electronics on a more equal basis and enjoy the technology, because Samsung Electronics has greatly improved its technology development capability through its own efforts and got rid of the image of "small partner" in technology.
Technology leading strategy
-Leading cutting-edge technologies and occupying high-end markets.
In the late 1990s, Samsung Electronics' independent technology development and independent product innovation capabilities were further enhanced. Its product development strategy not only emphasizes the matching principle of "leading technology, developing new products at the import stage with the most advanced technology to meet the demand of high-end market", but also emphasizes the matching principle of "leading technology, developing new products with the most advanced technology to create new demand and new high-end market". During this period, many products developed by Samsung Electronics occupied the leading position in the high-tech electronic products market and won many world firsts, including: the world's first hard disk digital camera ITCAM-9W, the world's first 3-megapixel camera phone with optical zoom function, GSM/CDMA dual-mode mobile phone, UniJa mobile phone, T-screen mobile phone, the world's first DVD for HDTV, and the world's first 57. TV
In the world TV market, Samsung Electronics has topped the list for many years in a row, and has successively launched best-selling products, which can be described as a veritable' best-selling product manufacturing machine'. In 2009, Samsung Electronics * * * sold 3 1 10,000 flat-panel TVs, maintaining the first position in the world market share for four consecutive years. At the beginning of 20 10, Samsung Electronics set a new target of selling * * * 39 million TVs, including 100000 LED TVs. Since then, the sales target value has been adjusted to 50 million vehicles again, which is 28% higher than the previous target.
Samsung Electronics is trying to open up new markets with its ultra-thin finger LED TV, which is called "design revolution". In March 2009, the sales performance of the world's first LED TV reached 2.6 million units, which successfully opened the door to new markets. From 2006 to 2009, Samsung Electronics launched millions of best-selling TV products every year, such as widescreen LCD TV, 2007 widescreen LCD TV, Crystal Rose LCD TV, LED TV and so on, and achieved unbeaten sales performance for five consecutive years. 20 10 In August, Samsung Electronics has achieved the sales target of/kloc-0.0 million 3D TVs, which indicates a good development prospect in the future.
In addition, Samsung Electronics continues to actively develop a new generation of LED TVs, targeting all walks of life through product diversification strategies, such as consumers who need small-sized and large-sized LED TVs. (Samsung 65c8000: the world's largest 3D LED TV, T3,8/16, UK)
* "Samsung App" and Smart TV
A major feature of the TV field can be summarized as the transformation from "watching TV" to "enjoying TV". Viewers who used to watch TV passively are now more active and free to choose various TV programs. Samsung seized this demand trend and launched Internet TV in 2007, so that viewers can enjoy online games while enjoying TV programs. At present, the company is developing so-called "smart led TV", and its application can be downloaded.
From 2008 to 2009, Samsung Electronics updated its products with' Power Infolink' and' Widget' respectively, and grasped the market dominance with the more novel' Internet @ TV'. In 20 10, Samsung Electronics and 3D TV simultaneously launched the function of' Internet @ TV 20 10'. In addition to the existing network services such as news, weather, securities, UCC and movies, it also took the lead in launching the Samsung Apps Store, a composite device application store in the world, where users can download applications. Samsung Apps will start high-end charging service in Korea and the United States from the second half of 20 10.
As a global leader in digital media and digital convergence technology, Samsung Electronics first demonstrated its 55-inch organic light-emitting diode ES9500 to European consumers at 20 12IFA. This eye-catching TV product has unparalleled excellent picture quality, luxurious and elegant design and brand-new "Samsung multi-view" function. At this exhibition, the high-end products of Samsung Smart TV-75-inch LED ES9000, Angry Birds APP which can be used for gesture control when landing on Samsung Smart TV for the first time, and other smart contents launched by Samsung Smart Application Center also made a high-profile appearance.
Three-dimensional (abbreviation for three dimension)
In just six months, Samsung Electronics has achieved the sales of 654.38+00,000 3D TVs with stereoscopic images, firmly establishing the brand's position in the market, which is almost close to the estimated global demand of 654.38+02,300 units predicted by market research institutions in early 2065,438+00. Samsung Electronics is committed to developing 3D TV that can be watched without glasses. (Samsung: naked-eye 3D TV is not ready yet, PC World, 9/ 1)
At the same time, Samsung Electronics is the first in the world to launch a 3D home theater (HT-C6950W) that can enjoy both 3D stereoscopic images and high-end stereo. With the advent of this product, Samsung Electronics has now established a' 3D series solution' including 3D TV, 3D Blu-ray player, 3D program content and 3D glasses, and has taken the lead in establishing and perfecting the 3D entertainment environment in the industry.
Samsung Electronics plans to provide content streaming in 3D TV. If Samsung's 3D TV has its own online application store, users can download software such as Hulu Plus and Napster directly on the TV's hard disk. In addition, Samsung App Store also plans to increase the advanced content that developers can actually benefit from the application platform, and will provide 3D content through the App Store. Olivier Manuel, the producer of Samsung's electronic content, foresees that 3D content streaming media will be everywhere in the next few years, and providing 3D content is the first step to realize the dream, which has extremely attractive potential. (Samsung will start playing 3D content on 3D TV, beautiful I4U, 8/ 12)
LCD/LED LCD screen
Samsung's electronic LCD screen is developing towards "thinner" technology. In 2009, a 40-inch LED TV ultra-thin LCD screen with a thickness of 3.9mm was successfully developed, setting a world record for ultra-thin LCD screens. This LCD screen is called' Needle Slim', and its thickness is only112 (about 50mm) of the existing LCD screen. While greatly reducing the thickness of LCD screen, Samsung Electronics still maintains high-definition performance such as full HD resolution, 120Hz drive and 5000: 1 contrast. In June 2007, Samsung Electronics first developed a 40-inch LCD TV screen with a thickness of 10 mm, thus breaking through the boundary of 10mm; June, 5438+October, 2008/KLOC-0, 7.9mm thick LCD screen came out, leading the world record. While developing LCD screens for LCD TVs, Samsung Electronics also develops LCD screens for 24-inch LCD monitors and ultra-thin LCD screens for notebook computers, which is in a leading position in the field of ultra-thin LCD screen technology. The LCD screen thickness of the monitor is 3.5mm, and that of the notebook computer is only1.64 mm. ..
Samsung Electronics said that with the development of ultra-thin technology of LED backlight TV, it is expected to reduce the TV thickness by more than 40% in the next two years. (Samsung thinks thin strip sensor, display, PC World, USA, 4/8&; SlashGear，4/7)
mobile phone
In 2009, the annual sales volume of Samsung's electronic mobile phones reached 235 million, ranking second in the world, second only to Nokia. In 2009, the North American market share topped the list for six consecutive quarters, and the European market share exceeded 25%. Samsung Electronics has maintained a continuous upward trend in developed markets, and at the same time, it has expanded its fields in emerging markets by virtue of its product competitiveness and brand awareness. With the conversion from keyboard mobile phone to touch-screen mobile phone, how to improve the clarity of displayed images has become an important topic. In order to comply with and guide this trend, Samsung launched the AMOLED mobile phone and launched a' mobile phone quality competition' in the industry. (Samsung overtook Nokia in the low-end mobile phone market in Europe, IDC said, Bloomberg, 6/28)
Samsung's Galaxy S(i9000) is the representative of the new mobile phone, and it is a smart phone that may replace the iPhone. This mobile phone went on sale in the American market in July, 20 10, and set a sales record of one million units in just 45 days. (iPhone substitute, CNET Asia, 8/12&; Samsung: 45 days/kloc-0.0 million galaxy s smartphones in the United States, Fortune 8/29).
Samsung Electronics' I9000 Galaxy S and S8500 Wave won prizes in the smart phone and social multimedia mobile phone section of the 20 10 EISA Award. Among them, Galaxy S(i9000) is remarkable for its excellent screen and good Internet access performance, while Bada OS, which combines social networking services and location information services by Wave, is highly praised. (eisa awards 20 10: the best mobile phone in Europe, gsmarena & which is the best; English independence, 8/ 16)
In 20 10, Samsung Electronics' share in the international smartphone market showed an upward trend, and its share in the US market in the second quarter of 20 10 tripled compared with the previous quarter. Samsung Electronics sent * * * 3 million smartphones to the market in the second quarter.
Samsung Electronics continues to support various operating systems. Although Samsung Galaxy S(i9000) adopts Google Android operating system, Samsung Electronics has established a new strategy, and Samsung ATIV series adopts Microsoft Windows Phone operating system.
In 20 12, the curtain of IFA was opened, and Samsung officially released ATIV series intelligent terminals in Berlin. ATIV series products all adopt Microsoft Windows 8 or Windows Phone 8 system.
Samsung mobile phone won the famous design award in Europe and America, and some surveys show that Samsung Electronics is rated as a brand that is expected to surpass Apple. In this case, Samsung Electronics will increase the sales target of smartphones in 20 10 to 20 million. (Samsung raised the sales target of 20 10 smartphones to more than 20 million-Dow Jones Report, 6/ 18)
semiconductor
Semiconductor can be described as a first-class hero in building Samsung. The semiconductor development history of Samsung Electronics is the result of the combination of enterprise's adventurous and challenging spirit, board decision-making, quick mastery of technical ability and keen insight into market trends.
Despite the company's opposition, Li Bingzhe, the founder of Samsung Group, resolutely started to enter the semiconductor industry in Tokyo 1983. In this regard, he once said that Samsung meets the natural conditions of lack of resources in Korea. Only by developing products with high added value and high technology content can the company achieve the second leap.
In the following 10 month, Samsung Electronics launched 64K DRAM for the third time in the world, which aroused strong repercussions in the economic circles at home and abroad. But later, due to the collapse of semiconductor prices, enterprises were in trouble at the beginning of their careers. Despite this, Samsung's memory semiconductors have made great progress. 1992 took the lead in developing 64M DRAM, and finally ensured the strongest technical strength in the world. 1993 won the first place in the memory semiconductor world. Since then, 1994 and 1996 have successfully developed 256M and1g drams, which also won the honor of "the first development in the world". In this way, semiconductors have gradually become a representative industry in South Korea. In 2002, NAND Flash ranked first in the world; In 2006 and 2007, it was the first in the world to successfully develop 50 nm DRAM and 30 nm NAND. Samsung Electronics' share in the field of memory exceeds 30%, making it a strong player in the industry.
Samsung Electronics still maintained a world-leading record in 20 10, such as the first batch of 30 nm DRAM, and the mass production of 30 nm 4Gb DDR3 (double data rate 3) DRAM began in July. 30 nm is only equivalent to the thickness of hair 1/4. Compared with the existing 40 nm DRAM, 30 nm DRAM can improve the production efficiency by 60%. The cost competitiveness is more than twice that of 50~60 nm DRAM; In addition, compared with 50 nm DRAM, the power consumption can be reduced by more than 65% at most.
According to Gartner, a market research organization, DRAM has a good development momentum. 20 10 in the second quarter, Samsung Electronics always maintained a leading position in the DRAM ranking. Gartner said in the report that Samsung Electronics' market share exceeded 35%, further consolidating its market position. (Samsung further leads in dram ranking, American EE Times, 8/9)
In 20 10, Samsung Electronics' semiconductor investment reached 1 1 trillion won, especially the investment in memory semiconductor facilities was increased from 5.5 trillion won originally planned to 9 trillion won. It can be seen that in 20 10, Samsung Electronics will continue to ensure its position as the world's largest supplier in the above fields. (Can Samsung catch up with Intel? , Wall Street Journal, 5/ 18)
On the other hand, IC Insights, a market research organization, predicts that Samsung Electronics is expected to surpass Intel in 20 14, ranking first in the semiconductor industry. From 1999 to 2009, the average annual growth rate (CAGR) of Samsung Electronics was 13.5%, while that of Intel was 3.4%. Based on this, it is estimated that the sales volume of Samsung Electronics will surpass that of Intel in 20 14. (Samsung wants to acquire Intel to become Chip CompanyNo. 1 20 14, ElectronicsWeekly, EE Times, 8/26&; On Sina, 8/27)
Another noteworthy field is OEM, and Samsung Electronics has not become famous in this field. 20 10 is the fifth year for Samsung Electronics to enter the OEM field ("We will not launch new businesses we know we can win endlessly"-Jeong-ki (Jay) min, Samsung, Northeast Asia, August).
Household appliances and others
Household appliances are also an important area in which Samsung Electronics can give play to its advantages. In 2009, when the world economy was depressed, sales increased by 27% compared with 2008, creating the highest growth rate in the industry. In Korea, Zipel refrigerators and other products maintain a high market share, ranking first; In North America, Europe, the Commonwealth of Independent States and other countries and regions, large-capacity, high-grade refrigerators, drum washing machines and air conditioners are the main products. Samsung Electronics has continuously established its image as a digital home appliance enterprise by introducing new products such as steam ovens and automatic vacuum cleaners. In the home appliance market composed of high-end products and mass products, Samsung Electronics, on the one hand, gives consumers the image of a high-end brand, on the other hand, it adopts personalized technical strategies in line with local living culture in emerging markets.
In 2009, Samsung Electronics introduced N3 10 and X420, which are the third generation of high-end mini-laptops with exquisite design, cutting-edge functions and portability, thus guiding the new trend of portable computers, and sold 6 million laptops that year.
In addition, printers are also listed as one of the new generation strategic projects. Samsung Electronics has introduced monochrome laser printers and composite printers with one-touch printing function, as well as ultra-high-speed digital composite printers with comprehensive printing management functions, which are suitable for enterprises. Among them, A4 laser printers rank second in the world market share, while monochrome laser printers, composite printers, color laser printers and other products rank first and second in the world market share. In particular, the laser composite printer has achieved the goal of the first world market share for the first time.
In 20 10, Samsung Electronics launched a beautifully designed high-grade notebook computer R580 and a mini notebook computer N2 10, as well as the world's smallest monochrome laser printer ML- 1660, color laser composite printer CLX-3 185 and other new products, thus expanding the field of energy-efficient and environmentally-friendly products for household appliances.
Digital cameras and video cameras are also areas of Samsung Electronics' centralized strategy. In 2009, Samsung Electronics ranked third in the market share of portable cameras, and constantly improved the sales pattern centered on high-end products. In 20 10, the new concept switched lens camera NX 10 and other products were launched again to ensure the leading position in the new product field.
In the field of MP3, Samsung Electronics has launched the top-grade MP3- M 1 and the world's smallest DivX MP3- R 1, which has strengthened the multimedia function.
In the field of wireless network, the mobile WiMAX (WiBRO) developed by Samsung Electronics has started commercial service in the international large-scale mobile communication market since 2007, and its development momentum is rapid. Since the successful commercialization of services in the United States, Japan, Russia and other places, the mobile WiMAX market has been expanding.
In the field of memory, Samsung Electronics launched a new 2.5-inch 250GB hard disk drive (HDD) product in 2009, with a global market share of nearly 65,438+00%. 20 10 launched the industry's largest capacity of 320GB high-performance 2.5-inch hard disk, and began to sell foreign products.