Study On Marketing Strategy Of Automotive Electronic Products In R Semiconductor Company(China)

With the continuous development of science and technology,the market and industry are gradually expanding.At the same time,under the background of product innovation and market changes,automotive semiconductor is also in the process of transformation and development.In the past decade,great changes have taken place in the global semiconductor industry.The international semiconductor manufacturers have responded to the rapidly changing market through acquisition,merger and reorganization.The original market pattern has been gradually broken,and the competition in the semiconductor industry has become increasingly fierce.How to adapt to the changes of market and what marketing strategy should semiconductor manufacturers adopt has become a crucial issue.R semiconductor company(China),as one of the world-famous automobile semiconductor enterprises,has a good reputation and strong technical strength in the industry.However,due to the fierce competition among automobile semiconductor manufacturers,R semiconductor company(China)is facing the operating difficulties such as slow growth of turnover,insufficient exploration of sales potential and loss of customers in the automobile semiconductor market.The questionnaire survey shows that the current marketing strategies of R semiconductor company(China)for automotive electronic products are not rich in product strategies,inflexible in pricing strategies,unreasonable in channel management and insufficient in publicity and planning investment.The main reasons for the problems of R semiconductor company(China)'s automobile electronic product marketing strategy are as follows: Firstly,excessive dependence on core products,mismatch between product lines other than core products and customer demand and development,no strategy of bundling sales between different product lines,and the overall competitiveness of the company's products is insufficient.Secondly,China lacks independent pricing power and complies with Japan The headquarter's one size fits all high profit pricing strategy can only choose the latter one when it comes to reducing profit in exchange for business or sticking to the high profit pricing strategy.The pricing strategy is not very flexible.Thirdly,there are a large number of agents,with problems such as poor management and channel conflict.Fourthly,the management ignores promotion and publicity,and invests less in promotion means and times,which makes the company's products insufficient exposure.In order to optimize the marketing strategy of R semiconductor(China)automotive electronic products,the following measures should be taken on the basis of market segmentation: to strengthen the launch of new products and diversify the product mix to restructure the product line system;to implement flexible differential pricing and dynamic pricing to adjust the pricing strategy;to adjust and simplify the agency channels to regulate the reasonable and effective agency Management;from the advertising media,college students electronic design competition,customer joint laboratory,public seminars and other ways to enrich the means of promotion and publicity.