Research On Marketing Strategy Optimization Of H Semiconductor Company

Semiconductor seem as a pillar industry in one country,its level indirectly reflects a country's development of scientific and technological.The development of semiconductor and chips started late in China.The semiconductor industry is only planed during the first five years plan and the second five years plan when the country was found.The semiconductor was seems as an important project at that time.But latter the semiconductor industry of the country was shelved for a long time.It was until the 90 s,the semiconductor industry gradually entered its first boom period.Althought there are many semiconductor companies developed rapidly in the country,but we should know that most of those companies excessively depend on the foreign capital and technology.Most of enterprises with domestic fundings are lack of the development map and plan.Also they are lack of the core technology.It seems that the development of those enterprises had reached a bottleneck.Furthermore,the U.S.A.closely blockaded of technical import of our country.It makes the development of the semiconductor industry more difficult.After several tens of years development,the H semiconductor company had become one of the top company in domestic.Under the situation of the background above,it is an urgent problem to solve that to break through the bottleneck with effective marketing strategy and seize market opportunities.This thesis is based on the current situation of the enterprise,with problems analysis and the comprehensive multi-dimensional environmental analysis,after the analysis of all above,figure out a suitable way for the enterprise to use and enhances the competitiveness of the enterprise.In the process of writing this article,the author write according to the 4Ps marketing theory.Improve and optimize the marketing strategy in product,price,channel,promotion aspects.About the product is based on historical sales data,systematic management method and technological innovation combining with the suitable management method that could develop the enterprise.Make the analysis more easy and the management model more scientific,it makes more convinience for the company to manage the product strategy.The price part is based on the actual situation of the company,make the price more refined according to different customers and different regions.The purpose is to make the price control more effective.Channels are regarded as important intangible assets of thecompany,about the channel strategy optimization,the customers are seemed as the center and controlled by establishing quantitative data collection way,tamping the foundation of channel management.The promotion should be done in consideration of that the company product is as a intermediaries in electronic industry.We would enrich the ways of promotion and wide our participation so as to achieve the goal of pushing the company's marketing forward as a whole.The optimized marketing strategy is more completeness,meticulousness,richness and ease of operation,It adds new vitality to the development of the company.