FT集成电路公司市场营销策略的研究

发布时间：2018-01-03 11:19

本文关键词：FT集成电路公司市场营销策略的研究　出处：《天津大学》2014年硕士论文　论文类型：学位论文

【摘要】：从2008年全球金融危机后，中国就一直非常注重内需的拉动，同时对国内环境的保护与资源节俭的要求的日益增多，其中高效节能电机在响应节能环保政策的情况下快速发展。FT公司正是在此大背景的条件下成立的一家高效节能电机驱动控制的半导体公司，通过几年的研发与市场推广，FT公司的销售业绩与市场份额得到了一定的发展，但是与此同时，FT公司的也遇到了发展的瓶颈，尤其对于利润与市场份额的协调、产品系列的完善、品牌与核心竞争力的形成都到了一个需要解决的阶段。本论文希望通过对FT公司的市场营销策略的研究，结合现阶段FT公司的战略需要，以营销组合、差异化营销等理论为依据，为现阶段的问题分析其根源，针对问题给出相应的解决方案。本论文首先分析了FT公司的外部环境，重点对政治、经济、社会和技术等因素，再结合行业竞争状态进行了详细分析。然后再分析了FT公司的内部环境，通过对FT公司的人力资源、财务管理、供应链和营销策略等因素进行探究，结合FT公司发展的情况，找到FT公司发展的困惑，并对问题的根源进行了深层次的解析。经过以上的分析后，运用营销组合理论、差异化策略、价值链观念对FT公司的营销策略进行调整，重新设计成适合现阶段FT公司发展的新营销策略，最后再通过引入平衡计分卡的方式对策略实施的过程给予保障支持，，以保障实施的效果。本论文从实际的案例出发，对于中国半导体企业如何从企业发展初期就开始树立核心竞争力等有一定借鉴意义。
[Abstract]:From 2008 after the global financial crisis, China has been very focused on domestic demand, while domestic environmental protection and resources for frugal requirements increasing, the energy efficient motors in response to energy conservation and environmental protection policies under the condition of the rapid development of the.FT company is a semiconductor company energy efficient motors founded on this background conditions drive control, through years of research and development and market promotion, sales and market share of FT has got certain development, but at the same time, FT company also encountered a bottleneck in the development, especially for profit and market share of coordination, improving the product series, the brand and the core competitiveness of Chengdu to a need to solve.
This paper hopes to study the marketing strategy of FT company, combined with the strategic needs of FT company at present. Based on the theory of marketing mix and differentiated marketing, it analyzes the root causes for the current problems, and gives corresponding solutions to the problems.
This paper first analyzes the external environment of FT company, focusing on the political, economic, social and technological factors, combined with the industry competition status are analyzed in detail. And then analyzes the internal environment of FT company, the FT company's human resources, financial management, factors of supply chain and marketing strategy to explore with the development of FT company, find the FT company development confusion, analyzed deeply and the root of the problem. Through the above analysis, the use of marketing theory, differentiation strategy, value chain concept of FT company's marketing strategy adjustment, re designed for the development of a new stage of FT company the process of marketing strategy, and finally through the introduction of the Balanced Scorecard on the way to implement the strategy of giving support, in order to ensure the implementation effect. This paper from the actual case as a starting point, for Chinese enterprises such as semiconductor From the early development of enterprises began to set up the core competitiveness of a certain reference.

【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F274

【共引文献】