基于共生理论的ACT公司产品组合策略研究

发布时间：2018-05-21 13:06

本文选题：共生理论 + 市场营销　；参考：《北京交通大学》2013年硕士论文

【摘要】：上个世纪60年初集成电路(Integrated Circuit, IC)作为一种新型半导体器件逐步发展,最初从实验室走入军工、高端前沿工业产品,到如今渗透到人们日常生活的方方面面。根据半导体协会早在2000年的统计数据,日本平均每个家庭中的电子产品中约有100个集成电路芯片。改革开放之后,中国的IC设计企业如雨后春笋般涌现。据iSuppli数据,截止2012年6月,中国有超过600家IC设计企业,销售额约1000亿美元。然而如同任何其他行业一样,IC行业的产品也面临产品定位不清、互相重复、规格不符合市场需求等各种各样的问题,很难在当前充分竞争的国际市场保持持续的生命力。回顾国内外现有市场营销和产品组合策略文献资料,研究存在以下两方面不足：1、单一研究产品或者市场及营销,缺乏完整性并且忽视了产品之间的联系和作用；2、围绕产品组合的几个要素寻找解决办法,缺乏系统性。产品的规划和设计生产等影响着后期的营销和市场推广活动。同时产品之间也有相互的作用,一个设计科学的产品组合能产生一加一大于二的效果。本文以共生法则为切入点来设计更加合理的产品组合,并结合国内某IC设计企业(ACT)的案例进行分析,配合投资组合理论、共生进化法则等验证方式建立起完善的产品组合策略,并就影响共生系统的各个要素进行逐一分析,同时也对相关的其他IC企业运营过程中的影响要素进行了对比剖析。最后通过对这些核心问题的展开讨论得出了结论：1、企业设定了产品组合之后应持续关注共生环境,进行恰当的优化以促进共生关系的正向转变；2、企业的产品组合策略力求融入合理的产业链,和其他企业形成集群以增强自身的竞争力；3、注重企业基础资源的运营能力。本文还为企业提供了一些具有实用性的经验和指导。
[Abstract]:At the beginning of last century, Integrated Circuit (ICIC), as a new type of semiconductor device, was gradually developed from the laboratory to the military industry, the high-end industrial products, and now permeates into every aspect of people's daily life. According to statistics from the Semiconductor Association as early as 2000, there are about 100 integrated circuit chips in electronic products per household in Japan. After the reform and opening up, China's IC design enterprises have sprung up. As of June 2012, there were more than 600 IC design companies in China with sales of about $100 billion, according to iSuppli. However, like any other industry, the products of IC industry are faced with various problems, such as product positioning is unclear, mutual repetition, specifications do not meet the market demand, it is difficult to maintain a sustained vitality in the current fully competitive international market. Reviewing the existing domestic and foreign literature on marketing and product mix strategy, the research has the following two aspects: less than 1: 1, single study of product or market and marketing, Lack of integrity and neglect of product linkages and roles. Find solutions around several elements of the product mix, lack of systematicness. Product planning and design and production affect later marketing and marketing activities. At the same time, there is also interaction between products, a design scientific product combination can produce one plus one more than two effects. In this paper, the symbiotic law is taken as the starting point to design a more reasonable product portfolio, and an analysis of the case of an IC design enterprise in China is carried out, and a perfect product portfolio strategy is established with the verification methods of portfolio theory and symbiotic evolution law, etc. The factors affecting symbiotic system are analyzed one by one. At the same time, the influence factors in the operation of other IC enterprises are compared and analyzed. Finally, through the discussion of these core issues, we draw a conclusion: 1: 1, enterprises should continue to pay attention to the symbiotic environment after they have set up the product mix. Through proper optimization to promote the positive transformation of symbiotic relationship, the product combination strategy of the enterprise tries to integrate into the reasonable industrial chain, and other enterprises form clusters to enhance their competitiveness and pay attention to the operation ability of the enterprise's basic resources. This paper also provides some practical experience and guidance for enterprises.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

【参考文献】