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论文编号：	15142
作者编号：	2320223889
上传时间：	2024/12/10 20:50:35
中文题目：	北京某AI算力芯片营销策略优化研究
英文题目：	Research on the Optimization of Marketing Strategies for an AI Computing Chip Company in Beijing
指导老师：	姚欣林 副教授
中文关键字：	AI芯片；推理和训练芯片；AI应用；营销策略方案优化
英文关键字：	AI chip, Inference and training chip, AI application, Marketing strategy optimization plan
中文摘要：	摘要 AI算力芯片?是指专门为人工智能（Artificial Intelligence）场景应用设计和优化的处理器芯片，其目标是在为用户提供大规模的科学计算能力、加速用户在使用或者调取深度学习、机器自学习等AI应用框架的执行效率。这种芯片通常具有大规模并行计算的能力和特定神经网络计算架构，以满足复杂的AI算法计算需求。AI算力芯片主要分为训练和推理芯片两类，其可广泛应用于各种AI场景，如多模态识别、图形计算能力优化以及自然语言处理等领域。 北京某AI算力芯片公司自2018年成立以来就以云端高性能推理和训练芯片起步，经过6年发展已经完成5款AI算力芯片的成功量产，得到市场高度关注，并成为了行业第一家融资规模超过70亿元人民币的AI算力独角兽企业。2024年初，随着人工智能产业大爆发以及中美贸易关系的持续恶化，该公司在此阶段精准把握市场诉求并快速进入上市辅导阶段，而上市也就意味着需要正向的业绩支撑。在审视整个AI算力芯片公司的整体发展历程基础上，结合目前的市场环境和产品能力进行深入调查，本研究以此AI算力芯片公司为研究对象，采用问卷调查法及深度访谈法进行资料收集，总结目前关于此AI算力芯片公司的营销状况和产品情况，通过SWOT工具、PEST方法以及波特五力模型等工具对公司营销模式以及目前所处的经济环境、整体竞争的维度、优劣态势做出分析定位，并对该AI算力芯片公司目前所经历的市场环境进行细分。 最后，文章以“4P”、“4E”营销理论为基础优化营销策略指引，提出从产品策略、价格策略、渠道策略、营销手段、部分互动场景及人员结构配置等方面优化。在结合AI芯片产品实际需求的基础上，文章指出具体的营销策略以及优化方法，输出AI算力芯片产品各个维度下的能力特性、结合该公司整体的组织架构及企业的薪资待遇、整体资源配置、企业竞争力等等方面，同步给出了具体的改进方向和措施，为营销策略的优化实施提供了支持。文章所建构的营销策略组合结合了部分该AI算力芯片公司的产品属性，对后续营销活动起到了一定指导作用。 关键词：AI芯片；推理和训练芯片；AI应用；营销策略方案优化
英文摘要：	Abstract AI computing chips are processor chips specifically designed and optimized for artificial intelligence (AI) applications. Their goal is to provide users with massive scientific computing capabilities and to accelerate the execution efficiency of AI application frameworks such as deep learning and machine self-learning. These chips typically have the ability for massive parallel computing and specific neural network computing architectures to meet the complex computational needs of AI algorithms. AI computing chips are mainly divided into training and inference chips and can be widely used in various AI scenarios, such as multimodal recognition, graphics computing power optimization, and natural language processing. Since its establishment in 2018, an AI computing chip company in Beijing has started with cloud high-performance reasoning and training chips. After 6 years of development, it has completed the successful mass production of 5 AI computing chips, which has received high attention from the market, and has become the first AI computing unicorn enterprise in the industry with a financing scale of more than 7 billion yuan. At the beginning of 2024, with the explosion of the artificial intelligence industry and the continuous deterioration of Sino-US trade relations, the company accurately grasped the market demands at this stage and quickly entered the stage of listing guidance, which means the need for positive performance support. On the basis of reviewing the overall development history of the entire AI computing chip company, and combining the current market environment and product capabilities, this study takes this AI computing chip company as the research object, adopts questionnaire survey and in-depth interview method to collect data, and summarizes the current marketing status and product situation of this AI computing chip company. Through SWOT tools, PEST method, Porter’s Five Forces model and other tools, the company’s marketing model, the current economic environment, the overall competition dimension, the advantages and disadvantages of the situation are analyzed and positioned, and the current market environment experienced by the AI computer power chip company is subdivided. Finally, based on the “4P” and “4E” marketing theories, the paper optimizes marketing strategies from the aspects of product strategy, price strategy, channel strategy, marketing means, some interactive scenes and personnel structure configuration. On the basis of combining the actual needs of AI chip products, the paper points out specific marketing strategies and optimization methods, outputs the capabilities and characteristics of AI computing power chip products in various dimensions, combines the overall organizational structure of the company, the salary of the enterprise, the overall resource allocation, the competitiveness of the enterprise, and gives specific improvement directions and measures. It provides support for the optimization and implementation of marketing strategy. The marketing strategy combination constructed in this paper combines some of the product attributes of the AI computing chip company, and plays a certain guiding role in the subsequent marketing activities. Keywords: AI chip, Inference and training chip, AI application, Marketing strategy optimization plan
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