| Semiconductors are widely used in various fields of modern society.Countries treat the semiconductor industry as a strategic emerging industry.The level of technology and the size of the industry have become an important indicator of a country's technological,economic and national defense capabilities.At the same time,the semiconductor industry is a highly globalized industry.It is impossible for any country to achieve 100% pure local manufacturing.It has formed a global supply chain.To occupy a dominant position in this supply chain,we need to improve our country.The international status of semiconductor enterprise brands promotes the close proximity of independent brands to high value-added positions in the global industrial chain.At present,China's semiconductor enterprise brands have problems in which core technologies cannot be broken,gathered in low value-added fields,lack of high-end brands,narrow coverage of brand international markets,and low global market share.The "ZTE event" and "Huawei Incident" in April 2018 exposed the shortcomings of China's semiconductor industry,and the international status of China's semiconductor enterprise brand is urgently needed.The United States is the birthplace of semiconductor technology and the leader of the global semiconductor industry.US semiconductor brands occupy a leading position in all key segments of the global industrial chain.At the same time,in the face of China's gradual rise in high-tech fields,the United States is worried about China's Its global dominance poses a threat,so it constantly upgrades its containment of China's core high-tech companies,and attempts to suppress China's further development in the high-tech field.It can be said that to achieve the international status of China's semiconductor enterprise brand,the United States is both the best learning object and the biggest obstacle.By analyzing the process of upgrading the international status of American semiconductor companies,it can bring certain enlightenment and warning to China.In the process of internationalization,the semiconductor industry has graduallyevolved from a high level of integration in the early stage of development to a vertical refinement division.At present,it mainly forms the key links of front-end design,mid-end manufacturing,back-end packaging testing and side-end materials and equipment.There are a large number of outstanding corporate brands,forming a fierce competitive landscape.This paper compares the current status of Sino-US semiconductor brand international status in detail,and finds that Chinese brands are still far from the United States in terms of brand value-added,brand core technology,brand international market coverage and brand global market share.China's semiconductor companies have also been developing for decades.During this period,the state has also given a lot of help.Why is it always in a state of lack of national competitiveness?Through the multi-dimensional analysis of the reasons for the backwardness of China's semiconductor enterprise brand's international status,this paper finds that there are mainly the following difficulties: Semiconductor is an absolutely high-precision industry,and technical barriers are very high.It takes a certain time for Chinese brands to break through core technologies;Chinese brands In the process of catching up with the international leading brands,it has fallen into a rigid "follow-up mode",ignoring the international market demand;the semiconductor industry has high customer certification barriers,and it is difficult for latecomers to enter the international supply chain;Chinese brands are often suppressed by Western countries.As a global leader in the semiconductor industry,the United States has made a lot of efforts in promoting the international status of its national semiconductor enterprise brand.First of all,the United States is striving to build an environmental support system that is conducive to brand development.The US scientific system,talent system,financial system and patent environment are perfect.Together with the US's pursuit of technology and innovative national image,it can be the brand of its country.In the international market,it plays a certain role in endorsement;in industrial policy,the US government has adopted a series of industrial policies to help develop the US independent brands to the world stage in different stages of development of the industry;in addition,the R&D capabilities of American companies are excellent.Strong brand awareness,good at using industryrules,forming alliances to suppress latecomers,and successfully building global leading brands by crossing downstream buyers directly in the consumer market to achieve brand awareness.Based on the industrial characteristics of semiconductors,from the current reasons for the backwardness of Chinese brands' international status,through the reasonable reference to the development experience of the United States,this paper believes that it is not enough to rely on the strength of enterprises to enhance the international status of China's semiconductor enterprises.It requires the government and enterprises to work together..It is recommended that the government improve the country's image,especially reverse the negative image of “Made in China”,improve China's patent system,attach importance to basic research,and create a healthy and favorable business environment for independent brands.In terms of industrial policies,continue to strengthen investment on the current basis.At the same time,it is necessary to clarify development goals and condense supportive forces.At the same time,policy support must form a sustained effect,avoiding problems such as non-primary development,decentralized investment,and suspended investment in the middle of the period;on the enterprise side,efforts are made to establish an international leading brand supply chain.Industry reputation,directly to the end consumer marketing to promote brand awareness,strategically and consciously from the "follow mode" to "catch-up mode" and actively participate in the formulation of international industry rules and other aspects of unremitting efforts to enhance the brand's international status. |
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