The Marketing Strategy Research Of Semiconductor Enterprises In China

With the development of economy and technology, semiconductor industry was hastened. Semiconductor technology is the power that pushes the development of the information age, Semiconductor technology is the core of modern high-tech, so it is extremely important for a country to develop semiconductor industry.At first, this paper briefly describes the origin and evolvement of marketing theory. Then introduce current marketing strategy,the origin and actuality of the semiconductor industry,analysis and study current domestic industrial situation and overseas industrial environment. Based on the analysis, we need to face and solve all kinds of challenges internal and outside of the semiconductor industry, to grasp the chance of the development of the domestic semiconductor industry. Thanks to the unwavering support of the authorities of our country, the domestic semiconductor industry has been rapidly developed. the design,the manufacture and the encapsulation test of semiconductor industry have been gradually come into being. Encouraged by the development of national economy and information industry, the domestic semiconductor industry has obtained great progress. But when we look back the whole development process of our domestic semiconductor industry, we can see that it still faces great challenge because of its late starting and weak basis, such as the marketing,the talented person,the investment,the technology and the property right of knowledge. So I try to find an effective marketing strategy in this paper, including: production strategy,sales-channel strategy,promotion strategy ,customer relationship management (CRM) strategy. I also try to find method how to obtain cooperation and double wins for our enterprises from our Chinese culture and foreign cases. So I combine the viewpoint of double wins with our current marketing to discuss our semiconductor industry's marketing strategy. A case about marketing strategy management in a semiconductor company is showed at the end of this paper.