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삼성전자 스마트폰의 성장 역사와 국제 마케팅 전략

Samsung Smartphone Growth History and International Marketing Strategy

박정민|이창무|박영렬
한국경영사학회 (The Korean Academy Of Business Historians)|2022.11|경영사연구 (The Review of Business History)|제37권 제4호|pp. 73-102|DOI 10.22629/kabh.2022.37.4.004

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스마트폰Smartphone삼성전자SamsungTransnational Strategy국제마케팅International Marketing글로벌 표준화 전략현지 적응화 전략초국적전략Global Standardization StrategyLocal Adaptation Strategy
주제분류사회과학일반

초록

본 연구는 스마트폰 산업에서 후발주자였던 삼성전자가 시장점유율을 빠르게 끌어 올리며 유수의 선도 기업들을 추격하는데 성공하고 세계시장점유율 1위로 리더의 자리까지오를 수 있었던 스마트폰 사업의 성공 요인들을 국제마케팅 전략을 바탕으로 분석하였다. 다시 말해, 본 연구는 글로벌 표준화 전략, 현지 적응화 전략, 초국적 전략 등 국제마케팅전략을 중심으로 삼성전자 스마트폰의 성장 역사를 연구하였고, 기업사적 관점에서 2008 년부터 현재까지 시기별로 구분하여 분석하였다. 각 시기는 삼성전자 최초의 스마트폰인옴니아가 처음 출시되고 판매되었던 2008년~2009년을 초창기, 표준화 전략을 도입하고갤럭시 시리즈의 연이은 성공으로 시장점유율을 끌어올리며 업계의 리더 자리에 오를 수있었던 2010년~2013년을 도약기, 후발 경쟁자들이 등장하고 뚜렷한 변화를 보여주지 못하며 성장이 정체하였던 2014년~2018년을 침체기, 혁신에 성공하며 새로운 시장을 개척하고 선구자로서 자리매김하게 된 2019년~현재까지를 재도약기로 구분하였다. 마지막으로, 본 연구는 삼성전자의 스마트폰 사업의 성공요인들을 국제마케팅 전략 관점에서 삼성전자 성장의 역사를 연대기별로 구분하여 분석함으로써 후발기업들이 향후 앞으로 나아갈 방향을 제시했다는 점에서 학문적, 실무적 시사점이 있다.

Abstract

This study analyzed the successful strategies of Samsung smartphone business, which was a latecomer in the smartphone market, succeeded in chasing strong competitors by rapidly increasing its market share and became the leader in the market with the global marketing strategy. In addition, this research studied the growth history of Samsung smartphones, focusing on international marketing strategies such as global standardization strategy, local adaptation strategy, and transnational strategy. Also this research analyzed them by period from 2008 to the present. Each period was divided into 2010~2013 when Samsung’s first smartphone, Omnia, was first released and sold, and 2010~2013 when it was able to take the lead in the Galaxy series, and 2014~2018 when its growth was stagnant, successful in innovation, and established itself as a pioneer. As a result, this study has academic and practical implications in that it presents the future direction of latecomers by analyzing the history of Samsung smartphone growth by chronology from the perspective of global marketing strategy.

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