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论文编号：	11746
作者编号：	2320170338
上传时间：	2020/6/20 12:04:59
中文题目：	天津ZJ半导体材料公司营销策略及其实施研究
英文题目：	Marketing strategy and implementation of Tianjin ZJ semiconductor material company
指导老师：	李桂华
中文关键字：	半导体行业；目标市场；市场定位；营销策略
英文关键字：	Semiconductor industry; Target market;Market positioning;Marketing strategy
中文摘要：	半导体行业作为国家先导性产业，在国家未来的战略布局中有着极为重要的地位。半导体行业属于技术密集型与资金密集型共存的的成熟产业，行业年产值高达3000亿美金，行业内企业间竞争异常激烈，产品创新速度快，但行业总体份额增长缓慢。中国市场目前是半导体产品的主要消费国，如何在竞争激烈的市场中满足市场需求，推动产业本土化是本文要解决的重要问题。 ZJ半导体材料公司一家成立于2013年的有限责任公司，公司主营业务为半导体材料加工、检测、销售及相关技术开发，ZJ半导体材料公司在经营规模上属于半导体行业内的中小型制造公司。本文以ZJ半导体材料公司为例，将其在国内的营销活动视为研究对象，运用管理学、企业战略管理、制度管理理论的知识，进行研究。首先运用PEST分析和SWOT分析方法对企业内外部环境及复杂性进行分析；然后应用STP分析确定了ZJ半导体材料公司产品的市场细分、目标市场选择、市场定位其剖析4P营销理论，从渠道、产品价格、产品质量等几方面进行探索。最后为了保证相关内容的有效顺利实施，对营销策略的保障条件进行补充。本文研究对ZJ半导体材料公司的市场营销策略有极大的促进和改善作用，同时对类似的处于发展半成熟阶段的半导体企业，在未来环境变化的条件下，如何重新寻找市场定位，并在动态的内外环境下确定营销策略，提供富有实践价值的借鉴作用。
英文摘要：	As a national leading industry， semiconductor industry plays a very important role in the future strategic layout of the country. The semiconductor industry is a mature industry that is both technology-intensive and capital-intensive， with an annual output value of up to $300 billion. The competition among enterprises in the industry is extremely fierce， and the product innovation speed is fast， but the overall share of the industry grows slowly. The Chinese market is currently the main consumer of semiconductor products. How to meet the market demand in the competitive market and promote the localization of the industry is an important problem to be solved in this paper. A limited liability company established in 2013， the company's main business is semiconductor material processing， testing， sales and related technology development. In terms of business scale， the company belongs to small and medium-sized manufacturing companies in the semiconductor industry. This paper takes the group semiconductor materials company as an example， takes its marketing activities in China as the research object， and applies the knowledge of management science， enterprise strategic management and system management theory to conduct research. Firstly， PEST analysis and SWOT analysis are used to analyze the internal and external environment and complexity of the enterprise. Then STP analysis was applied to determine the market segmentation， target market selection and market positioning of the products of the company. The 4P marketing theory was analyzed and explored from the aspects of channels， product price and product quality. Finally， in order to ensure the effective and smooth implementation of relevant content， the guarantee conditions of marketing strategy are supplemented. This paper studies on the semiconductor materials of the company's marketing strategy has great role in promoting and improving， at the same time of similar semiconductor companies in the development of a mature stage， under the condition of environmental change in the future， how to find market positioning， and determine the marketing strategy， both inside and outside the dynamic environment to provide rich practical value.
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