Research On The Competition Strategy Of Chip Business Of National Technology Inc.

China's information technology industry has been the largest in the world for many years,and China is the largest chip consumer in the world.However,China has a low level of domestication of chips,and a large number of chips needed for complete machine manufacturing are imported.Some key and high-end chips are still subject to export restrictions from the United States and other countries.The popularization of 5G commercial application will generate a lot of demand for chip products in artificial intelligence,driverless car and other industries.Domestic enterprises are constantly looking for domestic chips to replace imported products,and the scale of the domestic chip market will be further expanded.National Technology Inc.is an enterprise mainly engages in the chip research and development,in the past 21 years since it founded,it has been focusing on information security chip core technology research and development,during that course,it master the chip security advanced core technology,it has developed a variety of best-selling chips and related products.The company maintained a rapid growth for many years,and in 2010 it listed on the public corporations of Shenzhen stock exchanges.In 2017,the company began to diversify,but its investment projects in the non-chip industry immediately suffered heavy losses.After the company suffered setbacks in diversification,it refocused on its chip business,in order to solve the company's operating difficulties and reverse the situation of continuous losses for many years.In this paper,PEST model,Porter's five Forces model,CPM matrix,and other tools,are used to analyze including the external macro environment,industry environment and market environment of the chip business of National Technology Inc.The internal environment of the chip business of National Technology Inc.is analyzed from the perspective of enterprise resources,enterprise capacity and enterprise operation status.On this basis,the external opportunities and threats,internal advantages and disadvantages of the chip business of National Technology Inc.are identified.In this paper,EFE matrix used to analyze the key external factors,and quantify the external opportunities and threats.The weighted score is 2.74,indicating that the opportunities are greater than the threats.The IFE matrix used to analyze the key internal factors,also quantify the internal advantages and disadvantages.Because of the weighted score is 2.56,it indicating that the advantages are greater than the disadvantages.Then this paper uses SWOT matrix,to analyze the combination of opportunities,threats,strengths and weaknesses,and formulates alternative strategies that can be adopted.The QSPM matrix is used to optimize the alternative strategy,and the "differentiated competition strategy" is determined as the priority for the chip business of National Technology Inc..In order to ensure the implementation of the "differentiated competition strategy",four major implementation measures are proposed,namely,product differentiation,brand differentiation,service differentiation and channel differentiation.It also proposes implementation guarantee measures that match with three functional strategies,namely,the human resources,research and development production and financial management.At last,it puts forward several measures,such as setting the minimum profit rate,doing regular market research and the risk of the development of new products.In this way,the chip business of National Technology Inc.can maintain continuous competitive advantages.