STM公司中国本土化营销策略研究

发布时间：2018-01-04 10:24

本文关键词：STM公司中国本土化营销策略研究　出处：《北京交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：电子和电器产品制造业在我国的迅猛发展,已使得我国成为全球半导体产品需求最旺盛的地区之一。由于我国本土半导体产业远落后与世界先进水平,这就使得跨国半导体企业在我国半导体市场上占有九成以上的份额。国外众多半导体品牌在中国市场上的竞争异常激烈,为更好地服务本土客户,抢占更多国内市场,各半导体企业的本土化营销问题变得至关重要。当前,无论国内或者国际上在本土化研究上主要集中在民用产品或服务领域,对于工业零配件行业特别是半导体产品行业的本土化研究极少有人涉及。因此,本人认为,研究跨国半导体企业在华本土化营销具有重要的现实意义。本文主要从营销组织本土化、营销渠道本土化管理以及产品本土化三个方面来研究本土化营销的问题。(1)营销组织本土化,营销组织是制定营销政策,管理营销过程和评估营销结果的机构,是跨国企业实行本土化营销的核心因素。而组织架构的设置是否有利于本土营销活动的开展,以及管理人才的本土化程度是否有利于本土营销活动的开展,将是营销组织本土化成功与否的关键。(2)营销渠道本土化管理,营销渠道是半导体制造商与本土客户之间的桥梁,既是沟通的桥梁、信息来源的桥梁,也是货物销售的桥梁,它是跨国半导体企业在中国本土业务能否取得稳健而快速成长的重要保障因素。本文将从如何避免渠道服务表面化,避免直销与渠道销售的冲突,以及如何更好地配置渠道资源这三个方面去研究渠道本土化管理的问题。(3)产品本土化,世界各地因经济水平及文化特点等因素的差异而使人们对电子产品功能或性能产生的不同需求所呈现出区域性特点是半导体产品本土化的根本原因。企业只有对其所在市场的需求特殊性进行深入研究并做出快速反应,推出相应的产品才能主动抓住本土市场的商机。本文对STM公司在中国本土化营销的现状和问题进行详细剖析,然后有针对性地提出优化的方案,并论证本土化营销的重要性。本研究为跨国半导体企业或其他类似企业制定在中国本土化营销的策略和本土化发展方向提供了很好的参考。
[Abstract]:Electronic and electrical products manufacturing industry in the rapid development of our country, has made China become one of the world's semiconductor products demand the most exuberant area. Because Chinese semiconductor industry is far behind the advanced level of the world, which makes multinational semiconductor companies occupy more than 90% share of China's semiconductor market. Many foreign brands in semiconductor Chinese market fierce competition, in order to better serve local customers, seize more domestic market, the marketing localization of semiconductor enterprises becomes more and more important. At present, whether domestic or international in localization research mainly focus on the commercial products or services, especially for industrial parts industry localization of semiconductor products industry rarely there are people involved. Therefore, I think that the localization of marketing research of multinational semiconductor companies in China have important realistic meaning Righteousness.
This article mainly from the three aspects of the localization of marketing organization, marketing channel management and product localization localization to study marketing localization problem. (1) the localization of marketing organization, marketing organization marketing policy, marketing management process and evaluate the result of the marketing mechanism is the core factors of multinational enterprises implement localization marketing. The organizational structure is set up for local marketing activities, and management personnel of the degree of localization is conducive to local marketing activities, will be the key to the success of the marketing organization localization. (2) the localization of marketing channel management, marketing channel is the bridge between semiconductor manufacturers and local customers, is the bridge of communication, a bridge of information sources, is the sale of goods of the bridge, it is an important guarantee in the local business Chinese multinational semiconductor company can achieve steady and rapid growth. This article from the factors. How to avoid the channel service surface, to avoid direct conflict with the sales channels, and how to better allocation of channel resources of the three aspects of channel localization management. (3) the product localization, the different needs of all over the world because of the difference of economic level and cultural characteristics, factors and causes people to the electronic product function or performance shows the regional characteristics is the fundamental reason of semiconductor product localization. Only enterprises demand for the market the particularity of in-depth research and make a quick response, launch the product to take the initiative to seize the domestic market opportunities.
In this paper, the status quo and problems of STM company in the local marketing China analyzed in detail, and then put forward the optimization scheme, and demonstrate the importance of localization marketing. This study is a multinational semiconductor company or other similar enterprises to provide the strategy and direction of development in the localization of Chinese localization marketing a good reference.

【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.6;F274

【参考文献】