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论文编号：	6797
作者编号：	2120122692
上传时间：	2014/12/6 14:40:14
中文题目：	F公司在中国地区的营销策略研究
英文题目：	Analysis of Chinese marketing strategy for F Co.,Ltd
指导老师：	马连福
中文关键字：	半导体，市场营销策略
英文关键字：	Semiconductor, Marketing Strategy
中文摘要：	集成电路产品属于高新技术产品，第一款集成电路产品诞生至今已有半个世纪的历史，随着人类社会的发展和科技的进步，集成电路产品已经成为当今绝大多数电子产品中必不可少的基础电子元器件，无论是航天军工领域还是在消费电子领域，集成电路产品都扮演着举足轻重的角色，而集成电路产业也成为了国家的基础战略型产业。 中国在国际产业转移的大背景和国家扶持政策的推动下，集成电路产业发展迅速，其中在2013年中国大陆集成电路产业总产值已超过2,500亿人民币，中国已经成为全球最大的半导体产品进口国，活跃的市场造就了巨大的销售机遇，中国也成为世界各大半导体厂商市场营销竞争的主要战场,帮助企业制定适合中国本土的市场营销策略也成为企业发展经营的重要环节。 F公司是一家拥有50多年历史的世界知名半导体产品供应商，是嵌入式处理解决方案的全球领导厂商，主要提供以微处理器为代表的集成电路产品。F公司在中国地区的业务已经开展了20年，市场份额名列前茅，这得益于优秀的产品设计、低成本高效率的生产制造工艺以及富有竞争力的营销策略，但面临激烈的市场竞争，企业营销环节也暴露出了诸多问题，而讨论解决此类问题成为了本文的写作背景与动机。 本文首先对相关市场营销理论进行了回顾，其次对中国集成电路市场宏观环境进行了分析，从政治、经济、社会、技术四方面介绍中国半导体市场宏观环境与现状，重点提出市场未来机遇。然后对F公司所处微观环境进行了分析，通过市场细分、目标市场选择、市场定位分析该公司在中国地区市场状况，通过竞争环境分析剖析现有市场的竞争对手，通过分析该公司拥有的人、财、物、技术、信息等资源寻找适合本企业的市场营销策略。最后对F公司集成电路产品的设计、生产制造、销售整个产业链进行思考并结合实际情况给出适合该公司的产品策略，价格策略，渠道策略，促销策略，为该公司在中国地区的市场营销工作指明了方向。
英文摘要：	The semiconductor product is the high technology solution for electronic industry. It has been half century since the first semiconductor chip was invented. With the development of human society semiconductor product has become to the indispensable component for electronic product. Semiconductor product plays a very important role not only in the aerospace and military field but also in commercial field. Now days it has become to the national strategy industry. The semiconductor industry develops very fast with the support of China government policy and trend of global industry transition. China has become the top one country for semiconductor product import with product value 250 billion RMB of 2013 in the world. Chinese market with lots of sales opportunity has become to the competitive field for the semiconductor company around the world. It’s very important to plan the proper marketing strategy for the any of company competing in this area. Company F is the leader of embedded processing solution supplier with over 50 year’s history. It has been 20 years since the first time F company start business in China region. It have high market share due to the excellent product design and high efficiency low cost manufacture process and the competitive marketing strategy. In the other hand F company also have issue due to the aggressive competition of China region which will be the motivation and background of this thesis. The thesis refers to the marketing theory at the beginning and analysis the macroscopic environment by policy analysis, economy analysis, society analysis and technology analysis at next chapter. Then made the conclusion to advise marketing strategy after the analysis of microcosmic environment by STP model analysis, competition benchmark and enterprise resource analysis. The thesis gives advice to predict the indirection for F company with product strategy, price strategy, channel strategy and promotion strategy.
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