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1、三星腾飞秘诀卓越的品牌战略管理（Samsung'stake-offstrategyexcellentbrandstrategymanagement）Aformerunknowncheap"daluhuo",in10yearstobecometheworld'stopbrands,Samsung(Samsung)tocreatethemythmakestheworldmarvel!60yearsago,Samsunghasjustcomeoutjustasmallshops;30yearsago,Samsungisstillinordertosurvivefo
2、rtheJapaneseSanyoCorporationwork;morethan10yearsago,Samsungisstillcheaptospreadthegoodsintheeyesofwesterners.However,thepasttenyears,Samsungbrandtoachievethecocoontake-off,2005is$14billion900millioninbrandvaluerankedtheworld's100mostvaluablebrands"rankedtwentieth,surpassingJapanSON
3、Y(SONY)($10billion800millionrankedtwenty-eighth),becomingthefirstbrandofglobalconsumerelectronics,2007salesofSamsung100billiondollars.SamsunghascreatedalegendarybrandSamsung10yearsgrindingsword,fromthe"staple"reborntobecomeaninternationalbrand,Samsunghascreatedalegendarybrand.In197
4、0,SamsungCorpwasaOEMmakerworkingforJapan'sSanyoCorporation.Samsungwasstillanimitator,makingelectronicproductsonlyaccordingtothedesignsofothers.Fromtheearly80stotheearly90softhelastcentury,Samsungwassynonymouswithcheapgoods.Atthattime,SamsungCorpimitatedotherpeople'stechnologyandpro
5、ducedalargenumberofcheapproductswhichlackedinspiration.ThemicrowaveovenproducedbySamsungCorpsoldtotheUnitedStatesandcouldonlybesoldatadiscountbecauseofthehugeaccumulationofproducts.Therefore,SamsungproductsinAmericaneyes,justspreadonthecheap"daluhuo".Later,Samsungbecameasuccessfulm
6、anufacturingcompanyinSouthKoreabymanufacturingchipsandelectronicproductsforwell-knowninternationalbrands,buttheSamsungbrandisstillfarremovedfrominternationalbrands.In90s,SamsungPresidentLiJianxihadledadelegationtovisittheUnitedStatesmarket,appliancestoresinLosangeles,LiJianxisawSON
7、Y,generalelectric,PHILPSandotherinternationalbrandscleanneatlyplacedinthestrikingposition,whileSamsungproductsareplacedinthegrayNooneshowsanyinterestinthecorner,andLiJianxi'sheartdeeplyshocked.From1997to1998,theoutbreakofseriousfinancialcrisisinAsia,Samsunghasalsosufferedheavylosse
8、s,thecompanyliabilities$ab
