| The Integrated Circuit(IC)industry is the foundation and driving force of the modern scientific and technological innovation.In recent years,with the emergence and development of new technologies and application fields,such as 5G,Io T,AI(artificial intelligence,),intelligent hardware,cloud computing and automotive electronics,etc.,the global IC market continues to expand.Driven by the huge market demand and domestic substitution demand,China’s local IC have ushered in unprecedented development opportunities.With the intensification of market competition,the general chip can no longer meet the demands,and the demand for custom ASICs that can meet the specific application environment is growing,providing a rapid development environment for design service enterprises.This paper takes Company B,a one-stop custom design service company,as the research object,and makes a study on how to optimize its marketing strategy in the increasingly fierce market competition by means of literature research,comparative analysis,interview and questionnaire.Firstly,based on Company B’s business and marketing strategy and the development of the semiconductor industry,this paper uses PEST model and Porter’s Five Forces model to analyze the external macro environment and industry competition environment,and then analyzing the marketing status of the company and putting forward the existing problems in marketing strategy.Secondly,based on STP theory and 4P marketing theory,interview and questionnaire are conducted,and the following data analysis are made to analyze the existing problems of Company B’s marketing strategy and find out the causes.Finally,according to the problems and causes,this paper puts forward corresponding optimization strategies,including market segments positioning,aiming the high-end market,expanding customer development channels and adopting targeted promotion strategies,and then draws up some targeted and practical implementation plans and supporting measures to ensure the execution of the optimization strategy.Through the study of Company B’s current marketing strategy,this paper finds out the existing problems in the company’s marketing strategy,and puts forwards some optimization methods,hoping to help the company in customer development,market expansion and market competitiveness,and provide some reference value for other similar enterprises. |
