Recently, there are Samsung phones in addition to babies. According to foreign media reports, DigiTImes research data shows that in the second quarter of 2016, Huawei won the top spot in the Chinese market with a 14% share, Apple ranked fifth, and Samsung slipped directly out of the top five. It coincides with the Samsung NOTE 7 listing soon, can this high-end mobile phone help Samsung to turn the tide? Or maybe this is not the point at all. As one of the few old players in the high-end machine market, Samsung Mobile and Apple Mobile have never stopped in the global smartphone market. In the past, many IT commentators attributed the embarrassing situation of Samsung's mobile phone to the advantages of the Apple mobile phone operating system. But nowadays, watching Huawei, OPPO and other mobile phones go hand in hand, and then use system problems to say things obviously can not stand the scrutiny, such as "lack of imagination", "lack of innovative spirit" and other words are not Samsung's sluggish The reason, because the trend of homogenization of mobile phones has already been immersed in the entire smart phone industry. Is there a short board in Samsung mobile phones? In fact, in the battlefield of the smart phone market, there are few evergreens. From Nokia's fall to the altar, MOTO, LG, blackberry and even HTC's short-lived, most of the "big brands" we have known are already drowned in the big waves of Huawei's glory, OPPO, vivo and other small meat camps. After careful scrutiny, it is not difficult to find that Samsung mobile phones have almost no obvious shortcomings. Gorgeous hardware parameters, elegant appearance, dual card dual standby, and even take into account the three defense functions, you can almost see all the highest specifications of the smartphone on Samsung mobile phones, and Samsung's famous sea tactics are more It is radiated to almost all price segments in a smartphone. But even the Samsung mobile phone that is "all-in-one" can't get out of the cycle of falling market share. If Nokia's fall is because of its ever-expanding king's heart, HTC disappeared from the mainland's first brand to the blind pursuit of the high-end machine market, Xiaomi's ups and downs are due to the reversal of the silk economy... So Samsung mobile phone? It seems that it is very difficult for us to use a few words to analyze what is wrong with this seemingly "all-in-one" mobile phone brand. But from the perspective of the author, I can still see some clues: 1. New media voice channel is missing The Samsung mobile phone has a lot of actions in the market promotion. Basically, every time the heavyweight flagship machine is listed, the evaluation news and public relations manuscripts are massive, and there is nothing wrong with the news client advertisement. It can be seen that Samsung mobile phone marketing expenses should also be one of the best in the mobile phone industry. But in the new media field that has gradually become the protagonist, Samsung's performance seems to be a bit dry. In fact, the new media or new media sector we are talking about now has long been an integral part of the corporate marketing process. On the one hand, the new media is more grounded and more easily accepted and spontaneously transmitted by the masses than traditional public relations. On the other hand, the personality of the new media can help the manufacturing industry to get rid of the rigid and blunt brand image. At the same time, the effective use of new media channels for voices can also display a lot of content and accent that is not suitable for corporate blue V, and win the user's approval and affection without hurting the brand image. There have been many cases in this regard, such as Baidu’s public number “This Baidu PRâ€. On the other hand, Samsung mobile phones that do not even have independent Weibo seem to be dwarfed... 2, the machine tactics can not be left and right As early as the beginning of 2015, Samsung, which lost its position as the world's largest smartphone maker at the end of the 14th year, began to shift its focus to low-end models. At the time, Korean media KOREA Herald broke the news that Samsung will bring low-end models launched in India and Malaysia to the European markets such as the Netherlands and Germany, while trying to use the Galaxy A and Galaxy E series in the low-end of China and India. The mobile phone market is staking. It is true that the medium and low-end market will help to enhance the brand influence of Samsung, and it will also open up the second battlefield for Samsung mobile phones outside the increasingly unhealthy high-end market. However, in the low-end market with "price-performance ratio" as an important indicator, the Samsung mobile phones on the tall side are somewhat stand out. Here is a special point to point out. The standouts I talked about refer to the Samsung mobile phone in the eyes of the public, and the contrast of the domestic mobile phone brand positioning in this section, rather than the performance contrast. In fact, in the low-end market, the Samsung mobile phone at this stage is really a domestic mobile phone that can't afford to lose money. As a mainstream domestic mobile phone screen and chip supplier, Samsung couldn’t think of it. The killing of the master is actually happening to himself. Having said that, the long-term success of Samsung mobile phones in the high-end market has also accumulated a good brand potential for themselves. In the mindset of many people, it is still very cost-effective to buy a tall Samsung mobile phone at a price less than two thousand. On the surface, this is the advantage of Samsung mobile phones, but the problem has followed. In the low-end market, especially in the strategically important online market, mobile phone manufacturers often have to follow suit in order to increase sales, even if this is forced. Friends of the price cuts, e-commerce platform to fight the price war, clean up the inventory before the new machine listed ... the number of factors forced to cut prices is numerous. This has also led to the fact that in the low-end market, no manufacturer wants to create defensive barriers through “brand†construction. Obviously, this has little impact on OPPO, VIVO, and Xiaomi. Huawei has also solved the problem through the independent operation of “Huawei Gloryâ€. But for Samsung mobile phones, this is undoubtedly an embarrassing situation. On the one hand, we must maintain the price stability to take into account the positioning of the brand in the high-end market. On the other hand, we must join the price war and cut into the low-end market. The overall brand tone of Samsung Mobile has fallen into its own marketing logic. Of course, at this point, Samsung has also made efforts. For example, the original disorganized mobile phone models are named after the Galaxy A, Galaxy E, and Galaxy S series, respectively. Unfortunately, for the mass consumers, this is true, and the ghost knows what A, E, and S mean. Samsung, which does not adopt the brand split strategy, cannot use these letters to replace "Samsung" from the consumer's mind. Two words. 3. The Korean company is contrary to the localization strategy. It is undeniable that Samsung's localization process in the Chinese market has been accelerating. More and more Chinese executives, local designers and R&D engineers are constantly expanding in scale, and the price of the mobile phone is set to be close to the people. Samsung saw the determination of a Korean company's humility and desire to integrate. The ideal is full, but the reality is very skinny. At this stage, Samsung China has a large number of Chinese executives and core teams, but the deep-rooted management of Korean companies is still around. For example, many of Samsung's product lines in the process of brand communication, from the executive team to the decision-makers have to go through more than six layers of approval, the cumbersome process is easy to let excellent ideas miss the best time, in other words, caused by this system Hysteresis is more than just an individual phenomenon in the marketing system. Obviously, the “parental†management and highly centralized system of Korean enterprises have been brought to the country more or less, which is incompatible with the “decentralized†Internet era, especially the Chinese environment with the strongest Internet atmosphere. . The Haier Group, which is also a traditional manufacturing company, recognized the shortcomings of centralized management early. Zhang Ruimin personally dismantled "an aircraft carrier into a warship." The world has changed, the gameplay has changed, and the giants who rely on empiricism based on the market have fallen. For those companies that rely on inertia to move forward but don't know what they are, they are actually no different from death. As a person from Samsung Note to Note 5, I don't want to see Samsung eventually become a microprocessor and display supplier in the mobile phone field. I believe this is also the mobile phone control that comes from the Saipan era. The voice of the heart. From 1870 to the beginning of the 20th century, "Made in Germany" was synonymous with low quality and low price. In order to draw a line with German manufacturing, the United Kingdom required all goods to be marked with the country of origin. Time has passed, the former British Foreign Secretary's adviser, Steward Wood, wrote in the British newspaper The Guardian, "whispered: learning well from Germany. Especially the model of German social market economy is worth learning in the UK. Looking for us Germany can give us inspiration when answering the biggest challenge of the moment." The industrial history of Germany tells us that if we want to change, everything is possible. (This article is the first titanium media)
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