【作者】 王兵；

【导师】 黄成； 龙冬庆；

【作者基本信息】 哈尔滨工业大学 ， 工程硕士（专业学位）， 2019， 硕士

【摘要】 半导体芯片的销售不同于传统的产品销售,芯片能否正常工作会受芯片工作环境、芯片使用时间以及不同芯片之间的兼容性等多方面因素影响,直接导致了不同的客户对芯片的侧重点不一样,有些看重品质和服务,有些看重价钱和技术支持,有些会看重企业的研发投入和发展潜力等等。也正是因为芯片复杂的电气特性和高科技属性,让半导体芯片销售的方法与传统的市场营销方法相差较大。从2018年起中美贸易战日趋严峻,芯片行业也成为中美贸易战直接冲突的领域,缺“芯”之痛不断刺激着中国政府。虽然自2010年至今,国内的芯片设计公司从五百多家增长到近两千家,但是对于绝大部分的芯片设计公司来说,产品做出来了没有人买没有人用是最大的问题。本文基于“六西格玛”管理方法和S公司目前遇到的主要问题,针对芯片销售的流程进行梳理、定义、统计和分析,提出了一些优化方法。芯片是一个典型的应用驱动型产业,本论文提出的方法希望从市场角度进行倒推,帮助企业发现问题、分析问题、改善问题,不断积累芯片设计和制造的经验,最终造出优秀的中国“芯”。一颗好的芯片涉及了研发立项、可靠性验证、量产测试、品质管控、技术服务和售后交付等等环节,这个过程需要投入大量的时间和资金,如果通过结果来进行企业管理和运营,在芯片行业是有巨大的风险的,芯片企业遇到的很多问题通常都是由6～9个月之前的决策导致的,本文通过对销售流程的探讨,帮助企业在芯片的市场运作中尽早发现问题,从而用最小的代价进行改善,也避免了企业遭遇系统性风险。“六西格玛”的理论强调基于数据和事实进行分析,避免人为因素的干扰,这与芯片销售的基本要求也是吻合的,因为在客户导入和购买芯片的流程中,会有不同的诉求叠加,不同阶段和不同的时间点,客户内部不同决策人的诉求都会有差异,我们必须实时跟进客户诉求和反馈,并且基于数据分析和改善,才能做出正确的销售决策和企业运营。本文把“六西格玛”管理理论和芯片的B2B营销做了一个可以落地的结合,通过客户反馈的信息调查和收集,形成一套可以动态调整公司运营的宝贵方法。更多还原

【Abstract】 The sales of semiconductor chips are different from the sales of traditional products.Whether a chip can work properly is affected by various factors such as the chip’s working environment,chip reliability,and compatibility between different chips,it directly leads to different demand from different customers.Some customers emphasize product quality and service,some customers emphasize price and technical support,some customers emphasize corporate R & D investment and development potential and so on.It is also because of the complex electrical characteristics and high-tech properties of the chip that the semiconductor chip sales method differs greatly from the traditional marketing method.Since 2018,trade war between China and USA has become more and more serious.The chip industry has also become a direct conflict area between China and USA.The lack of "core" pain has suffered the Chinese government.Although since 2010,the domestic chip design company has grown from more than 500 to nearly 2,000,but for most chip design companies,the product has been made,no market to try it is the biggest problem.Based on the "six sigma" management method and the main problems encountered by company S,this paper puts forward some optimized methods throng process measure,definition and analysis.Semiconductor is a typical application-driven industry.The method proposed in this paper hopes to push backwards from a market perspective,help companies find problems,analyze problems,improve problems,and continuously accumulate experience in chip design and manufacturing,eventually creating an excellent Chinese “core”.A good chip involves R & D project establishment,reliability verification,mass production testing,quality control,technical service,and after-sales delivery.This process requires a lot of time and money.If the results are used to manage and operate the company,it will be huge risks in the chip industry.Many problems encountered by chip companies are usually caused by decisions made 6 to 9 months ago.This article helps companies find out as early as possible in the operation of semiconductor market by discussing the sales process,it is hoped to improve with minimal cost,and avoiding systemic risks to the enterprise.The theory of "six sigma" emphasizes analysis based on data and facts to avoid interference from human factors.This is also consistent with the basic requirements of chip sales,because in the process of customer introduction and purchase of chips,there will be different appeals and different stages.At different points in time,the demands of different decision makers within the customer will be different.We must follow up on customer requests and feedback in real time,and based on data analysis and improvement,we can make correct sales decisions and business operations.This article combines the "six sigma" management theory with chip B2 B marketing,which can be implemented by surveying and collecting information from customer feedback to form a set of valuable methods that can dynamically adjust the company’s operations.更多还原