M公司在中国市场发展的营销策略研究

发布时间：2018-04-18 06:11

本文选题：模拟半导体 + 市场细分　；参考：《华东理工大学》2013年硕士论文

【摘要】：半导体产业是国民经济和信息产业发展的关键产业之一,具有高尖端技术和高附加值的特性,模拟半导体作为半导体产业的组成部分而备受关注。模拟半导体产品种类繁多,广泛应用于计算机、消费电子、通信与测试设备、工业控制、新能源和国防军事等领域。据市场研究公司Databeans预测,在2012年模拟芯片市场销售额将达到438亿美元,预估中国对模拟芯片需求将占据百分之四十多。如此大的市场需求,进一步引发了各大、中、小型半导体公司在中国区的激烈市场竞争。在模拟半导体市场竞争激烈的背景下,本文通过分析M公司的营销环境和进行市场调研,系统地研究了M公司营销中存在的问题,以期找到M公司适合中国的营销策略。本文依托两个调研,第一个是对应分析,从而客观找到M公司的竞争优势和劣势,第二个是聚类分析,明确客户对于模拟半导体公司(包括M公司)最为关心的属性,并结合PEST分析、五力模型和SWOT分析、细分市场、并定位和选择目标市场。针对目标市场,从其主要特征出发,给出对应的营销策略,涵盖了过程管理、价格策略、产品策略、渠道策略、人员和促销策略。
[Abstract]:Semiconductor industry is one of the key industries in the development of national economy and information industry.Analog semiconductor products are widely used in computer, consumer electronics, communication and test equipment, industrial control, new energy and national defense military and other fields.The market for analog chips will reach $43.8 billion in 2012, according to market research firm Databeans, which expects China to account for more than 40%.Such a large market demand, further triggered large, medium, small semiconductor companies in China fierce market competition.Under the background of fierce competition in analog semiconductor market, this paper analyzes M Company's marketing environment and carries out market research, and systematically studies the problems existing in M Company's marketing, in order to find out M Company's marketing strategy suitable for China.This paper relies on two research, the first is correspondence analysis, so as to objectively find the competitive advantages and disadvantages of M Company. The second is cluster analysis to clarify the attributes that customers are most concerned about for analog semiconductor companies (including M Company).Combined with PEST analysis, five-force model and SWOT analysis, market segmentation, and positioning and selection of target markets.According to the main characteristics of the target market, the corresponding marketing strategies are given, including process management, price strategy, product strategy, channel strategy, personnel and promotion strategy.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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