Research On Semiconductor Product Marketing Strategy Of Tsinghua Unigroup

With the globalization of economy,the rapid development of world economy and science and technology brings unprecedented opportunities for the development of electronic industry.The semiconductor industry,as the core high-tech and driving force to push forward The Times,is showing its increasingly important influence in the development of the whole world industry.In recent years,China's semiconductor industry has developed rapidly with increasingly rich product types.In order to support the development of the semiconductor industry,China has specially established the "phase I" and "phase ii" integrated circuit industry fund plan.Up to now,fund of 1 phase big already put finish,fund of 2 phase big is in strain raise money,this shows the determination that the country develops semiconductor industry.In this historical background,a large number of domestic semiconductor enterprises are gradually growing to support the national development cornerstone of the new force.This paper mainly uses literature research method,case analysis method and other research methods to study the semiconductor marketing situation of unigroup.Firstly,the research background,significance and literature review of this subject are expounded to lay a theoretical foundation.Then to introduce the violet light group semiconductor products,and from the aspects such as product,price,channel,promotion of purple light group semiconductor product marketing status quo are analyzed,summarized the violet light group in the semiconductor product marketing of marketing concept and update too fast,and serious brain drain,purple light company needs to improve semiconductor manufacturing technology level,target market selection positioning is not clear and big customer management disorder,foreign personnel for the system construction and the deviation of enterprise culture,and then to purple light group semiconductor products external macro environment and the internal competitive environment are analyzed,Thus,the STP analysis of semiconductor products of unigroup was carried out,and the combined marketing strategies including product,price,channel,promotion,key account management and talents were put forward.Finally,the guarantee measures for the implementation of marketing strategies including promoting organizational structure reform of the group,training college marketing team and strengthening the guarantee of relevant functional departments were proposed.It is hoped that the research in this paper can be used as a reference for the marketing strategy of unigroup semiconductor and for other similar semiconductor companies.