A半导体公司市场营销策略研究

发布时间：2018-01-12 03:02

本文关键词：A半导体公司市场营销策略研究　出处：《天津大学》2014年硕士论文　论文类型：学位论文

更多相关文章： 市场细分 4P理论 营销策略 SWOT分析

【摘要】：电子信息产业作为国民经济的先导产业和支柱产业，年平均发展速度超过25%，而作为基础产业的半导体业则对我国电子信息产业的发展起到重要的支撑作用。近年来，我国半导体产业发展迅速，产品日益丰富，并逐渐在激烈的市场竞争中占有一席之地。本文将以国内某半导体企业（以下简称A公司）在国内的市场营销活动为研究对象，研究和分析了A公司的半导体市场营销策略。根据市场营销理论，首先分析和研究了A公司的内部和外部营销环境，包括政治、经济、社会、科技等宏观环境分析和行业所处的国际、国内环境分析。其次本文分别运用了PEST、波特的五力模型等分析方法和工具，然后使用SWOT分析法，对A公司的优势、劣势、机遇、威胁做出客观的评估和分析。另外，根据STP分析和公司实际状况，，确定了公司产品的市场细分，目标市场选择以及市场定位。依据4Ps营销理论，从产品、价格、渠道、促销和大客户管理五个方面构成的营销策略组合来对A公司进行全面的分析和研究，最后为保证有效实施A公司的营销策略，从绩效管理以相关部门互相合作两个方面，提出了对营销策略实施的支持和保障条件。本文的研究对A公司的市场营销策略的优化有直接的指导作用，对其他同类的本土半导体公司深耕国内市场具有一定的参考价值。
[Abstract]:The electronic information industry as the leading industry and pillar industry of the national economy, average annual growth rate of more than 25%, and as the basic industry of semiconductor industry is the development of China's electronic information industry plays an important supporting role. In recent years, China's semiconductor industry is developing rapidly, increasingly rich products, and gradually occupy a space for one person in the fierce in the market competition.
This paper will take a domestic semiconductor companies (hereinafter referred to as A company) in the domestic marketing activities as the research object, research and analysis of the marketing strategy of the semiconductor market of A company. According to the marketing theory, firstly analyzes and studies the A company's internal and external marketing environment, including political, economic, social, technological and other macro the environment analysis and the industry in which the international and domestic environment analysis. Secondly this paper uses PEST, five forces model analysis methods and tools of Potter, and then use the SWOT analysis of A company's strengths, weaknesses, opportunities, and make an objective evaluation and analysis of threats. In addition, according to the actual situation of STP company and analysis the company's products, market segmentation, target market selection and market positioning. According to 4Ps marketing theory, from the product, price, channel, promotion marketing strategy and customer management five aspects to constitute A comprehensive analysis and research is carried out for A company. Finally, in order to guarantee the effective implementation of A's marketing strategy, the support and guarantee conditions for implementing marketing strategy are put forward from two aspects: performance management and related departments' cooperation.
The research of this paper has a direct guidance for A company's marketing strategy optimization, and has some reference value for other similar semiconductor companies to deepen the domestic market.

【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】：F274;F426.6

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