三星宣佈新任中國區負責人

Samsung on Thursday announced an executive reshuffle, appointing a new China chief and mobile marketing head, as the technology group attempts to set a new strategic course following the arrest of its de facto head and a sharp slowdown in its smartphone business in China.

三星(Samsung)週四宣佈人事調整，任命了新的中國區負責人和移動營銷主管。隨着三星的實際掌門人被捕，以及手機業務在華急劇下滑，這家科技集團正試圖確立新的戰略方向。

But analysts say the changes, which were delayed for months due to a corruption scandal that led to the incarceration of vice-chairman Lee Jae-yong, do not go far enough.

但分析師表示這些變動力度還不夠大，由於副會長李在鎔(Lee Jae-yong)因貪污醜聞入獄，此次人事變動已延遲數月。

“Samsung urgently needs to replace under-performing, old executives to maintain efficient operations. Such a personnel reshuffle is still overdue,” said Kim Young-woo, an analyst at SK Securities.

SK證券(SK Securities)分析師金永佑(Kim Young-woo)表示：“三星急需更換表現不佳的老一代高管，以保持高效率運營。該走的人還是沒走。”

Choi Kyung-sik, a former head of Samsung’s operations in Poland, was promoted to lead marketing efforts at the company’s mobile division. Kwon Gye-hyun, who once served as head of security and diplomatic affairs for South Korea’s presidential office, was tapped to head Samsung’s operations in China, where its smartphones have faced intense competition from local rivals Huawei and Oppo.

前三星波蘭業務負責人崔炯植(Choi Kyung-sik)晉升爲三星移動營銷業務主管。曾任韓國總統府安全和外交事務負責人的權桂賢(Kwon Gye-hyun)被提拔負責三星在華業務，目前三星智能手機在中國面臨本土競爭對手華爲(Huawei)和Oppo的激烈競爭。

“Any key personnel changes are unlikely until Mr Lee gets released from jail,” added Mr Kim.

金永佑還表示：“除非李在鎔出獄，否則不太可能有關鍵人事變動。”

Mr Lee, the 48-year-old son of Samsung chairman Lee Kun-hee, was detained earlier this year on bribery, embezzlement and perjury charges in connection with a political corruption scandal that triggered the election of a new South Korean president this week.

48歲的李在鎔是三星董事長李健熙(Lee Kun-hee)的兒子，今年早些時候因涉嫌行賄、貪污，以及僞證罪被捕，其罪行與韓國一起政治腐敗醜聞相關，該醜聞導致韓國在本週選舉新任總統。

Mr Lee, one of South Korea’s most powerful men, denies the charges.

李在鎔對上述指控予以否認，他是韓國最有權勢的人物之一。

His arrest and ongoing trial have the potential to upend his plans to eventually take over formal control of the conglomerate from his father — currently incapacitated in hospital — as well as shake up the company’s corporate governance.

他的被捕和正在進行的審判可能會破壞他的計劃，即最終從他父親——目前在醫院，已喪失行爲能力——手上接管三星企業，並整頓該公司的企業治理。

Despite the turmoil, Samsung’s business is thriving, with its stock hitting a record high on Monday. Last month, the company reported its best quarterly operating profit in more than three years.

儘管經歷動盪，但三星的業務仍在蓬勃發展，該公司股價週一觸及創紀錄高點。上月，三星公佈其季度營運利潤創下3年多來最高。

The semiconductor division was the biggest driver of earnings, accounting for nearly two-thirds of operating profit. But the company has also reported positive early sales of its new smartphone, the Galaxy S8.

三星的半導體部門是最大的盈利驅動者，佔營運利潤的近三分之二。該公司還報告了其新款智能手機Galaxy S8的初步銷售狀況良好。

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The company said recently it expects the new device to outsell its predecessor, the S7, which sold more than 48m units in its first year.

三星最近表示，預計Galaxy S8的銷量將超過上代產品S7，後者在推出第一年的銷量超過4800萬部。

Samsung’s outlook for smartphones, however, is bleak in the world’s largest market: China.

然而，在全球最大智能手機市場中國，三星的前景暗淡。

According to Counterpoint, a market research group, Samsung’s share of the country’s smartphone market fell to 3.3 per cent in the first quarter, down from 8.6 per cent a year earlier.

根據市場研究機構Counterpoint的數據，今年第一季度，三星在中國智能手機市場的佔有率降至3.3%，一年前爲8.6%。

“I think a lot will depend on what and how much the new head intends to do for Samsung in China,” said Xiaohan Tay, an analyst with IDC.

IDC分析師Xiaohan Tay表示：“我認爲，這在很大程度上取決於新的負責人希望爲三星在華業務做出何種以及多大程度的努力。”

“There’s a lot of changes that he needs to do for Samsung in terms of improving its brand image in China [and] having specific marketing messages to cater to the Chinese crowd.”

“從改善在中國的品牌形象（以及）傳遞特定營銷信息以迎合中國人而言，他需要爲三星做出很多改革。”

Mr Kim of SK Securities added: “Samsung’s China performance in the first quarter was the worst. [It] is trying hard to regain lost ground with the S8 launch but it will be difficult to reverse the trend given the?.?.?.?stiff competition with local rivals.”

SK證券分析師金永佑補充稱：“今年第一季度三星在中國的表現是最糟糕的。（它）正努力通過S8的推出奪回失地，但鑑於……與當地競爭對手競爭激烈，要逆轉這種趨勢很難。”