Research On The Marketing Strategy Of BY Company's NOR Flash Chip

Integrated circuit chips are devices that integrate all simple circuits together by using semiconductor technologies to achieve various functions.IC chips are key components in electronic and artificial intelligent products.The global trend of current IC industry is mainly led by the North American companies including US enterprises,followed by European,Japan,and Taiwan companies,which are all experts at their own fields.Though starting later than others,the Chinese IC industry,with the support of governmental policies,has achieved remarkable progress and development in recent 10 years.The localization of the IC industry has always been the national strategy.Hence,it is of great significance to investigate on and solve the problems and challenges of national IC industry.NOR Flash are chips among the IC family used for data storage,which are widely used in electrical instrumentation,bank U disk,computers and cameras,etc.The paper,based on Zhuhai Boya Corp.in China,studies on the following 6 aspects.In the 1^st introduction part,the current situation of both global and national IC industries were introduced.Besides,the status of NOR Flash chips among IC industry and the purpose of studying the sale strategies of Zhuhai Boya Corp.were also analyzed.The study content and structure,research ideas and methodologies,and the novelties and main contribution of this paper were described.The 2ⁿdd section of related theories and literature review investigated on the renowned sales strategy STP and 4P and reviewed the SWORT and Porter methods,which are the theoretical basis for the following analysis of the sales strategy as well as its design and implementation of Boya Corp.by using the methodologies discussed above.The 3^rd part on the current sales situation and problems of Boya Corp.indicated the market characteristics of NOR Flash products both nationally and universally and the current sales situation of Boya Corp..Moreover,the sales problems of Boya Corp.were analyzed and solved by using SWOT,STP and Porter methods,providing a methodology of sales strategies design.The 4^th part of Boya Corp.sales strategy design was described in 6 aspects.The 5^th part of the guarantee methods of the sales strategy in Boya Corp.were also provide in 6 aspects.The 6^th part of conclusions and future research directions demonstrated sales strategy conclusions that are helpful for companies to overcome their difficulties and also their shortcomings.On the basis of the industry in which BY company focuses on,this paper analyzes the problems and difficulties faced by BY company based on the current situation of BY company management and its position of the industry and evaluates the marketing strategy and marketing environment of BY company through the comprehensive analysis of SWOT and Porter qualitatively and quantitatively.On this basis,by using SWOT analysis and combining market demand analysis and target market positioning,this paper improves its existing marketing strategy from products,prices,channel and promotion.Finally,the BY company marketing strategy smooth implementation of the guarantee methods were provided,including the strengthening of personnel training,the establishment of a high-quality battalion team,the integration of corporate culture and brand value,the establishment of"market-centric,customer-oriented"business philosophy and so on.The study of this paper has important practical significance for BY company marketing strategy formulation,and also has certain reference significance for other domestic brand new sales strategy formulation.