Research On The Touch Chips Marketing Strategy Of HX Co.,Ltd.

With smartphone with multi-touch input modes launched out by Apple.Inc in the year of 2007,touch technology gradually become a flag in the industry consumer electronic products,touch technology are widely used in t he areas covering smartphone,tablets,navigators,smart wares and auto accessories.With the impact of which,the market of touching tech enlarged dramatically,marketing share of touch IC also paced with.With decades development,IC products of HX company has formed a mature product serious.How to adjust and improve its marketing strategy so as to meet the increasing market demand to IC product which will play a significant role to HX company’s further development.This thesis set from HX company’s market status and problems,based on classic management theory 4P and adopted research methods including literature research,statistics and analysis,questionnaire,then sort out HX company current company status,highlighted the main problem and reasons of what marketing problems HX facing with,came up with relative improvement strategies and it’s safeguard measurement.Firstly,this paper analyzed marketing current status from 4 dimensions including products,pricings,channels and promotions.Founding ou t the main problems regarding current marketing including weak product lift cycle,uncompetitive pricings,uncapable management on marketing channels and unrich promotion methods.Meanwhile,based on current status,this thesis deeply reverted the root reasons leading to above marketing problems of HX company on touch IC area.In the next step,this thesis came up with 4 respective improved marketing strategy including:(1)Based on marketing research and customers’ communication to get accurate product rel ocation so as to strengthen current products’ appliance to enhance product life cycle.(2)Cost breakdown and cost down.;based on product appliance types to differentiate quotation on different marketing zone.(3)Strengthen the management to indirect mar keting channels,set customer service as orientation,refine direct sales channels so as to improve the management ability of touch IC marketing management.(4)Built up promotion strategy,and in the same step,coordinate sales with both upper stream and downstream,deepen research on technology and exchange to bring up promotion,so as to have HX sales step forward.Lastly this thesis came up with safeguard measurements including to the aspect of guidelines,information,human resources and technology so as to guarantee the management of marketing strategy will be successfully launched.