The Research On Shanghai Huahong For Domestic Market Strategy Of Contactless Smart Card Chip

The application of contactless smart card is growing fast in domestic market, but chips used in the smart card are almost all imported foreign products, such as Philips and Infineon. Domestic companies are entering the smart card chip market in recent years, but theirs market performance are not good.Shanghai Huahong is a domestic company, focusing on the smart card chip development. Shanghai Huahong has obtained a lot of achievements in domestic smart card chip market, such as Shanghai transportation card and national ID card. But in the bigger general contactless smart card chip market, its performance is not so good, because it lacks correct market strategy.The needs of chip in domestic market are huge, but most of them are relied on foreign products, this situation has disbennifit to domestic smart card industry. As a leader of domestic IC design company, Shanghai Huahong should take an important role in developing smart card chip. Analysis of Shanghai Huahong for domestic market strategy is beneficial to domestic smart card chip development and even domestic smart card industry.This thesis gives Shanghai Huahong correct market strategy, based on the analysis of current weakness.1st chapter raises problems and weakness of Shanghai Huahong, such as lacking of competence on products, brand image and marketing promotion, not playing important role on national standards definition and alliance with Huahong-NEC.2nd chapter describes development strategy of Huahong group and Shanghai Huahong, it is obvious that Shanghai Huahong has advantages in developing smart card chip, such as relative completed industry chain is good for product development, successful projects is good for next market promotion and technology accumulation.3rd chapter analyzes characterization of chip technology, among low, high and super high frequency, chips all have good application, current mainstream is 13.56M high frequency product.4th chapter analyzes the situation and trend of chip, new application mode is driving developing of smart card, such as combine of mobile phone and smart card, finance and industry application. It is important to pay more attention to the trend of new application and new standards.5th chapter analyzes the whole industry chain, because most of core competence comes from the chain, such as cost and product performance. This chapter analyzes the position and advantage of Shanghai Huahong, and finds out the related competitiveness.6th chapter gives analysis and forecast of domestic market demand, and the relevant impacted factors.7th chapter gives competition analysis on domestic market, analyzes product characterization and market strategy of competitors, and gives forecast of market competitive trend.8th chapter analyzes market strategy of Shanghai Huahong, based on previous analysis of technology, industry chain, domestic demand and competition. The study concludes that products, brand image and price strategy should be optimized.9th chapter gives approaching of domestic market strategy for Shanghai Huahong.This thesis analyzes product technology and industry, analyzes demand and its impacted factors and competition. This thesis raises instruction of chip market for Shanghai Huahong, it is also a reference for domestic IC design company development.