Company M Marketing Strategies Research In China Market

Semiconductor is one of key industry for National economy and information industry, with the characteristics of high technology and high value-added, analog semiconductor as part of semiconductor industry is got close attention. Analog semiconductor has a great variety, and is used in computer, consumer, telecommunication and test facility, industrial control, new power supply and national defense, etc. According to market research company, Databeans forecasting, analog semiconductor’s sales will reach US$43.8B globally, and China market will take around40%share. So great market demand trigger intense market competition among big size, midsize and small size semiconductor companies in China. Under analog semiconductor intense competition, through analyzing company M marketing environment and conducting market survey, the paper help to identify existing problems in company M marketing and hope to find suitable marketing strategies in China market. The paper is base on two market surveys, the first is correspondence analysis, identify company M competing advantages and disadvantages objectively. The second is classify analysis, finding out the most concerned attributes of analog semiconductor (including Company M),combining PEST analysis, five competitive force model and SWOT analysis, doing market segmentation, market positioning and choosing target market. Aiming at target market and base on it’s main characteristics, the paper give out the interrelated marketing strategies from Procedures management、Price、Product、Channel、Staff、and Promotion, etc...