【作者】 李永刚；

【导师】 刘金兰；

【作者基本信息】 天津大学 ， 工商管理， 2014， 硕士

【摘要】 电子信息产业作为国民经济的先导产业和支柱产业，年平均发展速度超过25%，而作为基础产业的半导体业则对我国电子信息产业的发展起到重要的支撑作用。近年来，我国半导体产业发展迅速，产品日益丰富，并逐渐在激烈的市场竞争中占有一席之地。本文将以国内某半导体企业（以下简称A公司）在国内的市场营销活动为研究对象，研究和分析了A公司的半导体市场营销策略。根据市场营销理论，首先分析和研究了A公司的内部和外部营销环境，包括政治、经济、社会、科技等宏观环境分析和行业所处的国际、国内环境分析。其次本文分别运用了PEST、波特的五力模型等分析方法和工具，然后使用SWOT分析法，对A公司的优势、劣势、机遇、威胁做出客观的评估和分析。另外，根据STP分析和公司实际状况，确定了公司产品的市场细分，目标市场选择以及市场定位。依据4Ps营销理论，从产品、价格、渠道、促销和大客户管理五个方面构成的营销策略组合来对A公司进行全面的分析和研究，最后为保证有效实施A公司的营销策略，从绩效管理以相关部门互相合作两个方面，提出了对营销策略实施的支持和保障条件。本文的研究对A公司的市场营销策略的优化有直接的指导作用，对其他同类的本土半导体公司深耕国内市场具有一定的参考价值。更多还原

【Abstract】 Electronics information industry plays an import role in the development ofnational economy. The average annual growth rate is overpass25%. Semiconductor,as the infrastructure, is of importance to the development of electronics information.Recently, China local semiconductor is developing at an incredible speed. Withabundant product lines, China local semiconductor has its own space in fiercecompetitive market.A local semiconductor company domestic marketing activities were studied. Wewill analyze its semiconductor marketing strategy. According to marketing theory, theinternal and external environments of A were analyzed at first, including politics,economy, society, technology etc macro environment analysis and international anddomestic environment analysis. In addition, this thesis will use PEST、Potter’s fiveforces model etc analysis methods and tools separately. And then SWOT analysis wasused to make objective evaluation and analysis for its strength, weaknesses,opportunities, threats of A Company. According to STP analysis and actual situation,the market segmentation, target market selection and company market positioning aredefinite. Based on4Ps theory, the whole analysis and research were applied to Acompany. The marketing strategy portfolio consists of product, price, channels,promotion and key accounts management was suggested. Finally, in order to ensurethe implementation of marketing strategy with effectiveness, the supports andconditions for guaranteeing the marketing strategy were proposed in performancemanagement and related department cooperation aspects.This study has a directive function in optimizing A’s marketing strategy. It isalso of certain valuable reference in guiding similar companies to penetrate into thedomestic market.更多还原