Research Into Marketing Environment-based Tactics & Strategy And Their Applications In Sisc

The SISC (Sichuan Institute of Solid-state Circuitry) is a specialized Integrated Circuit (IC) institute that was first established in China, is the birthplace of China's first large-scale integrated circuit (LSI), and is a specialized backbone research institute for the analog integrated circuits in China. Since SISC was founded, SISC has created the distinguished products for the major analog IC categories in China's history of technological development. However, since the 1990s, SISC has confronted increasingly severe marketing competition as well as more open market environments.The concept of strategy and tactics was introduced into the equation. Technologies and managing factors for marketing, finance, human resources, etc. are treated equally, and are elevated to enterprise development strategy level in order for SISC to explore under the new marketing environment how to develop, manage, and innovate technologies. By doing so, SISC tries to keep its leading position in its own professional field, to continuously advance the level of SISC products, to win the market competition, and to promote continuous economic growth.This thesis compares the technological development history of SISC as an IC research institute with that of IC industries at home and abroad. Analyzed thoroughly were the problems concerning SISC technological development as follows.1) The pace of technological development was slow.2) The efficiency of investment for technologies was slow.3) The technological development lacked marketing promotion.4) The technical management did not keep up with the rapidly changing technology.5) The technological development did not consider the ecological environment. Using the "Five competition driving force" model, the new competitive threatsfacing SISC were analyzed mainly from domestic new comers and from large foreign companies. By SWOT matrix theory analysis, SISC itself has the following advantages: stable customer resources and excellent reputation; long term knowledge of the operation regulations for the special marketing of products with high quality, more categories, and small volume; capability of stronger technological development; the major products already occupying certain market shares; the possibility of obtaining the investment in technological reform; and the funds for the scientific researches. Based on the above analysis, SISC technological development strategies have been worked out as follows: improving IC and device performances by in-depth study on circuit design and process technology to meet the unit system's requirements for analog IC; following the advanced design and process and test technologies; carrying out the development of corresponding practical technologies; and establishing the design and process and test platforms required to set up the R & D center for analog ICs.SISC carried out the strategy through organizational assurance, production line adjustment, platform setup, stricter quality assurance, investment assurance, personnel stimulation, setting up a new production line, strengthening the foreign technical collaboration, rationally adjusting SISC products structures, setting up three primary platforms (design platform, technological platform, and test platform), formed gradually specialized talent team, and achieved finally fast economic growth.