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论文编号：	10902
作者编号：	2220160746
上传时间：	2019/6/13 9:46:27
中文题目：	深圳市JY半导体公司营销策略研究
英文题目：	Research on the Marketing Strategy of Shenzhen JY Semiconductor Company
指导老师：	韩德昌
中文关键字：	半导体；市场营销；商业模式；4Ps营销组合策略；市场竞争
英文关键字：	Semiconductor; Marketing; Business model; 4Ps marketing mix strategy; Market Competition
中文摘要：	半导体在国内是一个历史较长同时又很新的行业，对于半导体产品来说，已经生产应用了很多年，但是伴随生产力的发展、社会需求的变化，半导体产品推陈出新，半导体产业也在不断发生变革。国内半导体产业发展突飞猛进，成为全球最大的生产基地和消费市场，半导体产业成为带动国民经济增长的战略性产业。半导体市场的繁荣，带动了资本的进驻，市场集中化趋势日趋明显，产业内“大者恒大”趋势渐显。同时，国内半导体产业的竞争态势，造成行业利润空间下滑。在这种情况下，国内半导体企业大多通过产品规模的扩大来弥补利润空间下降的威胁，以此保持盈利水平。国内中小型半导体企业需要制定合适的营销策略来提升企业绩效，保持企业的竞争优势。深圳市JY半导体公司经过了近十年的发展，已经在研发、设计、生产方面取得了很大的进步，当前面临激烈的市场竞争，公司需要在市场营销策略制定和实施方面做出一些设计。当前，深圳市JY半导体公司进入快速发展阶段，已经具备了一定的经营规模。营销人才具备较高能力和素质，在人才专业技能的培训上注重实践和团队带动。在规范性、流程化、精细化方面，初步形成了体系化的营销管理制度。在.客户服务体系建设上，已经建立了初步的客户服务体系，并与一些相对稳定的优质客户建立业务往来关系。深圳市JY半导体公司在市场营销推进中，主要存在五个方面的问题，包括产品无法单一量化、价格缺乏竞争力、市场渠道分散、促销模式难拓展、营销人员激励不足等。营销问题的存在，影响了深圳市JY半导体公司的营销效率。深圳市JY半导体公司既存在产品线丰富、资本线充足、管理制度健全等方面的优势，又存在政策产业扶植、市场潜力扩大、消费能力增强等方面的机会，同时存在营销力量不足、技术创新有限、市场布局零散等方面的劣势，和行业竞争、成本升高、经济下滑等方面的威胁。所以，深圳市JY半导体公司进行营销策略选择，选择依据是能够充分利用自身的优势、借助外部的机会，同时需要弥补自身的不足、及回避企业面临的威胁。根据公司稳步发展的战略考虑，同时参考公司当前发展的资源和能力优势，2019年公司业务保持相对稳定，制定2019年的营销目标为6亿元人民币。2020年起，将高新技术研发成果进行价值转化，其中2020年高新技术产品的销售规模占总销量的30%，以后每年比例逐步增长。结合市场、顾客、产品的区分，以及公司产能分析，决定了深圳市JY半导体公司主推高新技术产品、先进技术产品。传统的常规技术产品作为辅助工具，以占有市场、扩大品牌知名度为目标。产品定位于中高端市场，同时关注各类顾客的需求。在国内市场，深圳市JY半导体公司产品覆盖全国大部分省市和部分海外市场。国内业务主要集中在东部沿海城市，尤其是珠三角地带。公司生产的分立器件及IC主要市场集中在珠三角及长三角等经济带。国际市场主要集中在香港并转到发展中国家及区域。深圳市JY半导体公司在规划了宏大的发展愿景和营销目标计划的基础上，在市场营销策略上制定了积极的组合策略和品牌推广主张。在营销组合策略规划上：第一，坚持市场导向的产品策略，关注市场需求动态，供应最有价值的产品，加强核心技术研发，挖掘有生命力的产品；第二，坚持竞争导向的价格策略，采取随行就市定价，保证产品经营收益，实施产品差别定价，获取最大市场利润；第三，坚持升级代理的渠道策略，增加代理渠道的数量，提升市场覆盖面，升级代理渠道的质量，提升市场渗透度；第四，坚持推拉结合的促销策略，加强产品信息传播，引导客户需求动机，适时进行优惠策略，刺激客户交易行为。另外，通过品牌定位、品牌传播和品牌维护等手段，让目标客户群能够感知企业的价值和形象，能够建立起美誉度和忠诚度，从而带动业务的推进。首先，品牌定位。深圳市JY半导体公司需要进行高定位，让深圳市JY半导体公司的品牌形象高端、大气，可以塑造自身为“国内一流的第一时间满足客户需求的半导体技术研究、产品制造及应用服务供应商”。其次，品牌传播。在多个方面做传播，在未来可以充分挖掘互联网线上传播渠道，充分利用展会的集聚效应，借助公共事件，进行跨界合作，实现品牌营销的综合效应。最后，品牌维护。建立充分的信息沟通渠道和反馈机制，及时获取不利于企业品牌资产价值的信息。在企业内部管理上，也可以从技术研发、生产供应、后续服务等各环节，以及提升内部员工的品牌意识和品牌维护能力上，采取一些措施。在营销策略的具体实施上需要制定一些保障措施才能保障策略的有效执行和效果实现。首先，需要树立现代营销理念，包括市场导向的整合、竞和理念、创新理念、国际化理念。其次，做好销售团队管理，包括营销队伍建设、组织功能重塑、薪酬激励制度改革。最后，加强营销信息系统与网络营销平台的构建，包括构建营销信息系统、构建网络营销平台、提升信息处理效率和应急能力。通过本文的探索，可以丰富半导体企业的市场营销策略研究成果，对半导体营销理论研究起到材料补充的作用。另外，对于解决深圳市JY半导体公司当前的客观问题，具有实在的应用价值，为企业的发展提供科学、有力的指导。
英文摘要：	Semiconductor is a new industry with a long history in China. Semiconductor products have been manufactured and applied for many years. However, with the development of productivity and the change of social demand, semiconductor products are getting old and new, and the semiconductor industry is constantly changing. The domestic semiconductor industry has developed rapidly, becoming the largest production base and consumer market in the world, and the semiconductor industry has become a strategic industry to promote national economic growth. The prosperity of semiconductor market has led to the entry of capital, the trend of market centralization is becoming more and more obvious, and the trend of "big people always big" in the industry is becoming more and more obvious. At the same time, the competitive situation of domestic semiconductor industry has resulted in a decline in the profit margin of the industry. In this case, domestic semiconductor enterprises mostly make up for the threat of declining profit margin by expanding the product scale, so as to maintain the profit level. Domestic small and medium-sized semiconductor enterprises need to formulate appropriate marketing strategies to improve their performance and maintain their competitive advantages. After nearly ten years of development, Shenzhen JY Semiconductor Company has made great progress in R&D, design and production. Now facing fierce market competition, the company needs to make some designs in the formulation and implementation of marketing strategies. At present, Shenzhen JY Semiconductor Company has entered a rapid development stage, and has a certain scale of operation. Marketing talents have high ability and quality, and pay attention to practice and team-driven in the training of professional skills. In terms of standardization, process and refinement, a systematic marketing management system has been initially formed. In the construction of customer service system, a preliminary customer service system has been established, and business relations with some relatively stable high-quality customers have been established. In the marketing promotion of Shenzhen JY Semiconductor Company, there are five main problems, including the product can not be quantified singly, the price is not competitive, the market channel is dispersed, the promotion mode is difficult to expand, and the motivation of marketing personnel is insufficient. The existence of marketing problems has affected the marketing efficiency of Shenzhen JY Semiconductor Company. Shenzhen JY Semiconductor Company not only has the advantages of abundant product line, sufficient capital line and sound management system, but also has the opportunities of supporting policy industry, expanding market potential and enhancing consumption ability. At the same time, it also has the disadvantages of insufficient marketing force, limited technological innovation, scattered market layout, and industry competition, higher cost and economic downturn. Threats. Therefore, Shenzhen JY Semiconductor Company chooses its marketing strategy on the basis of making full use of its own advantages and external opportunities, at the same time, it needs to make up for its own shortcomings and avoid the threats faced by enterprises. According to the strategic considerations of the company's steady development, and referring to the company's current development resources and capacity advantages, the company's business will remain relatively stable in 2019, and the marketing target for 2019 will be RMB 600 million. Since 2020, the value transformation of high-tech R&D achievements has been carried out. In 2020, the sales scale of high-tech products accounted for 30% of the total sales volume, and the proportion of high-tech products will gradually increase every year thereafter. Combined with the market, customers, product differentiation, and company capacity analysis, it determines that Shenzhen JY Semiconductor Company mainly promotes high-tech products and advanced technology products. Traditional conventional technology products as auxiliary tools, to occupy the market, expand brand awareness as the goal. Products are positioned in the high-end market, while paying attention to the needs of various types of customers. In the domestic market, the products of Shenzhen JY Semiconductor Company cover most provinces and municipalities in China and some overseas markets. Domestic business is mainly concentrated in eastern coastal cities, especially in the Pearl River Delta. The company produces discrete components and IC market mainly concentrated in the Pearl River Delta and Yangtze River Delta and other economic zones. The international market is mainly concentrated in Hong Kong and transferred to developing countries and regions. Shenzhen JY Semiconductor Company has formulated a positive combination strategy and brand promotion proposition on the basis of planning a grand development vision and marketing target plan. In the planning of marketing mix strategy: Firstly, adhere to market-oriented product strategy, pay attention to market demand dynamics, supply the most valuable products, strengthen core technology research and development, excavate viable products; Secondly, adhere to competition-oriented price strategy, adopt market-based pricing, ensure product operating income, implement product differential pricing, and obtain maximum market profits; Third, adhere to the channel strategy of upgrading agent, increase the number of channel, improve market coverage, upgrade the quality of channel, enhance market penetration; Fourth, adhere to the promotion strategy of push-pull combination, strengthen product information dissemination, guide customer demand motivation, timely preferential strategies, stimulate customer trading behavior. In addition, by means of brand positioning, brand communication and brand maintenance, the target customer group can perceive the value and image of the enterprise, establish reputation and loyalty, and promote the business. First, brand positioning. Shenzhen JY Semiconductor Company needs to be highly positioned, so that the brand image of Shenzhen JY Semiconductor Company is high-end and atmospheric, which can shape itself as a "first-class semiconductor technology research, product manufacturing and application service provider to meet customer needs at the first time in China". Secondly, brand communication. In the future, we can fully tap the Internet online communication channels, make full use of the gathering effect of exhibitions, cross-border cooperation with the help of public events, and achieve the comprehensive effect of brand marketing. Finally, brand maintenance. Establish adequate information communication channels and feedback mechanism, and timely access to information that is not conducive to the value of corporate brand assets. In the internal management of enterprises, we can also take some measures from the aspects of technology research and development, production and supply, follow-up services and other links, as well as to enhance the brand awareness and brand maintenance ability of internal staff. In the specific implementation of marketing strategy, we need to formulate some safeguard measures to ensure the effective implementation and effect of the strategy. Firstly, it is necessary to establish modern marketing concepts, including market-oriented integration, competition, innovation and internationalization. Secondly, do a good job in sales team management, including marketing team building, organizational function remodeling, salary incentive system reform. Finally, the construction of marketing information system and network marketing platform should be strengthened, including the construction of marketing information system, network marketing platform, information processing efficiency and emergency ability. Through the exploration of this paper, we can enrich the research results of marketing strategy of semiconductor enterprises, and play a supplementary role in the research of semiconductor marketing theory. In addition, for solving the current objective problems of Shenzhen JY Semiconductor Company, it has practical application value and provides scientific and powerful guidance for the development of enterprises.
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