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论文编号：	3884
作者编号：	2120092487
上传时间：	2011/12/1 13:37:13
中文题目：	恒芯公司关系营销策略及实施的研究
英文题目：	The Study On Relationship Marketing Strategy And Its Implementation Of HengXin Company
指导老师：	李东进
中文关键字：	恒芯公司 半导体封测业 关系营销 客户关系管理 营销战略
英文关键字：	HengXin Company Semiconductor assembly and test Relationship Marketing Customer Relationship Management Marketing Strategy
中文摘要：	半导体制造业在中国已经历了20多年的快速发展历程，该行业的迅速发展伴随着中国通讯行业和消费类电子产品的发展步伐。近些年中国汽车消费市场的迅猛发展，更是为中国半导体行业的发展起到了促进作用。我国半导体制造业在近20年的发展中，一直都是外商企业占据主导地位，同时中国本土公司也快速发展起来。半导体封测业作为半导体制造流程的后段部分，通常由外商企业作为其半导体制造业转移的先行制造流程。所以在我国，汇聚了众多外资和中国本土半导体制造公司的封测公司。这些公司为其供应商提供了巨大的商机。恒芯公司作为半导体封测业供应商，从2008年底成立以来，开始在半导体封测业开发市场。如何使恒芯公司更好的进行市场定位、在市场开拓过程中赢得客户，成为本文研究的重点。本文介绍了我国半导体封测业供应商的现状，分析了恒芯公司所处的宏观经济环境以及自身的优势和劣势、机会和威胁，结合当下先进的关系营销的理论，制定了恒芯公司当前的营销策略。本文共分七部分：第一部分阐述研究的背景、研究的目的和意义；第二部分回顾了相关的营销理论，如服务营销、关系营销、营销战略和客户关系管理理论，为以后章节的研究建立理论基础；第三部分分析了我国半导体封测业供应商的现状与趋势；第四部分介绍恒芯公司的发展、宏观经济环境、行业竞争态势及公司对目标市场的定位；第五、六部分详细研究了恒芯公司关系营销策略的选择与实施及其关系营销策略实施的保障与效果评价；第七部分是本文研究的结论与建议。本文引用了相关教授、学者的理论成果和较新业界内发表的研究资料，以保证论据的说服力。论文的各章节以递进的逻辑关系，进行恒芯公司的关系营销策略研究，为恒芯公司制定出可行有效的关系营销策略。
英文摘要：	Semiconductor manufacturing industry has rapidly developed more than 20 year with the step of boosting telecom and consumption electronic product in China. Auto consumption market gives a promotion effect to the development of Chinese semiconductor manufacturing industry. Foreign owned companies domain the manufacturing industry in the past 20 year as domestic companies are developing. Foreign owned companies usually transfer their called backend semiconductor process: assembly and test to China first， so many semiconductor assembly and test companies owned by foreign and domestic gather in China, which offers the suppliers great business opportunity. As a supplier to semiconductor assembly and test industry, HengXin Company has been starting business exploring since its establishment in the end of 2008. It will be the study focus that how to make HengXin position the market and win the competition in this thesis. This thesis introduces the present situation which the suppliers of semiconductor companies’ are facing in China and gives an analysis on overall economic environment, strength and weakness, opportunity and threaten that HengXin is in, all these combined advanced relationship marketing theory to come out relationship marketing strategy of HengXin. This thesis consists of 7 sections: The first section clarifies the background, purpose and meaning of this study; The second section reviews related theories such as Service Marketing, Relationship Marketing, Marketing Strategy and Customer Relationship Management to establish theories foundation for the sequent sections; The third section analyzes the current situation and trend of the semiconductor assembly and test suppliers’; The forth section introduces the development process, overall economic environment, competition in business and market position of HengXin’s; The fifth and sixth sections study the choosing of relationship marketing and implement as well as the evaluation and guarantee of the implement of HengXin Company; The seventh section draws the conclusion and gives the advice. This thesis quotes the study theories of related professors and scholarships’ as well as latest study of semiconductor industry to ensure the argument persuasive and as well studies HengXin Company’s Relationship Marketing Strategy step by step further logically to found the effective and implementable strategy in final.
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