Research On Marketing Strategy Of Carbon-based Integrated Circuit Products Of YX Company

At present,mankind has stepped into the era of digital economy,which is the most important economic form after agricultural economy and industrial economy.Integrated circuit is the foundation of the development of digital economy era.Western developed countries have decades of research and development in the field of silicon-based integrated circuits,which are widely used at present.They have complete intellectual property rights and have mastered the lifeblood of the development of the industry.In contrast,our development in this field lags behind that of Western countries by two to three generations.This is also an important reason why our country has been stuck in the semiconductor field in recent years.But the situation is not immutable.Silicon-based integrated circuit has reached the limit,the era of carbon-based integrated circuit is coming.YX has the world’s leading carbon-based integrated circuit technology.In this field,its team can keep pace with western developed countries,and even excel in some subdivisions.However,it is a little regrettable that although the company’s technology is at the leading level in the world’s carbon-based integrated circuit field,its products are struggling to be promoted in China,and there are problems such as lackluster social response and slow growth of corporate revenue.How can these bottlenecks be broken?Where is the growth point of YX Company? What are the core issues that led to this outcome and how can they be resolved? This is an urgent problem facing YX Company.The author took the carbon-based IC products of YX Company as the research object,guided by the classic marketing mix strategy(4P)theory and target marketing strategy(STP)theory in the marketing theory,and found out the problems existing in the 4P and STP aspects of carbon-based IC products of YX through literature analysis and interview method.Analyze the causes of the problems and put forward optimization suggestions on the target marketing strategy and marketing mix strategy of carbon-based integrated circuit products of YX Company.This study found that YX Company had three problems in the target market positioning of carbon-based integrated circuit products.First,the segmentation was too vague;second,the consumption power of the target market was limited.For example,for the medical field,the technology promotion was slow and the realization was slow.Third,the market positioning is not clear.There are also a series of problems in the marketing mix,such as single product varieties,pricing standards,inadequate channel construction,old promotion methods.To solve the above problems,this study suggests that the marketing strategy of the company’s products should be improved from the following aspects.The first is to use the market to determine the direction of product development rather than using technology to determine product development.The second is to set a price gradient for the product.The third is to build a three-dimensional marketing channel,a full range of marketing products.The fourth is to improve the brand system,with integrated marketing way to promote products.In the past,most of the research objects of product marketing strategies are products that have entered the market for a long time and are in the mature stage,while the research object of this paper is the carbon-based integrated circuit products of YX Company,which belong to innovative high-tech products in the early stage of entering the market,and this product has an iterative relationship with similar products in the market.The research object of this paper is representative in the field of high-tech products.This paper is an exploration of marketing strategies for such products,providing new ideas for the formulation of marketing strategies for other products of the same type,and has practical significance for reference.