| This article starts with the resolution of the problem of SCR marketing analysis, and then further explores the survey and research of its marketing strategy of all the new products of A company, with the aim to create a set of feasible marketing policies and ideas, and provide the reference for the other fellow companies in the same fields.After introducing SCR products and the basic situation of A company, we put forward the marketing policies and strategies of the new products in A company, on the base of the analysis of the following points: market demand, competition environment, SWOT, the status quo and problems of SCR products promotion, and the combination of the new products'factual present situation and marketing theory.The Analysis of Market Demand and Competition Environment.The competition environment analysis starts from the industry, substitutes, potential entrants, competitors, customers demand and supply chain, and comes out with the conclusion that with China's sustained economic development, and driven by the strong demand in the electronics industry and automobile industry, the power semiconductor market, which is considering as an important component of the semiconductor market, also achieved rapid growth. By the end of 2007, the turnover of China power semiconductor market has reached 70 billion RMB. China power semiconductor market has kept on growing with a rate of 19.1% from 2007 to 2010. And as the leading company on discrete devices on semiconductor, A company bears the incumbent duty.After the SWOT analyzing of A company, we have got its advantages as follows: (1) Good leadership and strategic vision; (2) Factory direct selling through network; (3) Good marketing network configuration; (4) Good after-sale service; (5) Brand superiority, well-known domestic semiconductor company; (6) Continuous R & D investment, leading technology; (7) Low labor cost; (8) Consistent product quality.Disadvantages as follows: (1) Relative inferior company location; (2) Weak Marketing salesmanship; (3) Poor division of the parameters of the chip (4) Poor diversity of products, narrow scope of product coverage; (5) Slow replacement of products; (6) Supply is not in time, instable, and supply cycle is quite long; (7) High class products can not reach the standards of imported tubes.The opportunities are: (1) China's rural household electrical appliance plan (from the beginning of 2009, every year 15 billion will be invested for this project); (2) Earthquake reconstruction will demand for electronic products; (3) The government promotes energy saving and environmental protection products; (4) The global economic crisis offers a chance; (5) Growing needs for small domestic appliances; (6) The rapid development of electric bicycle; (7) The popularization of LCD TV, POP TV; (8) The semiconductor device industry is reshuffling.And the threats: (1) Market lacks of resources; (2) The global financial crisis causes market breakdown and the closure of some of our clients; (3) Homogenization competition is fiercer, price war (due to reduced market orders); (4) Whether to adjust product structure, and enter the high value-added, top-end market; (5) Our clients suffer from the onslaught of domestic and foreign counterparts, in terms of price, service and accounting period; (6) The rapid development of global semiconductor industry, product development and update circle is shortened; (7) Heavier financial pressure.Based on the analysis above, the target market positioning of A company's is got: rural market, energy saving market and the IT market. In rural market, after more than a year of pilot project, the work of China's rural household electrical appliance plan has been fully rolled out to the countryside, from February 1, 2009, the work was generalized national wide. Under new economic situation, it is very crucial on expanding the inner demand and keeping rapid and healthy growth of economics to do this work. As an indispensable appliance parts, the demand for power semiconductor devices will be simultaneously amplified, China's rural household electrical appliance plan provides good opportunities for power semiconductor industry.The status quo and problems of SCR marketing analysis of A company are from the following five aspects: (1) The status quo of SCR product marketing; (2) The problems in products'R & D and manufacture process in A company; (3) The SCR product marketing analysis made by each managerial section in A company; (4) The comprehensive analysis of A company's SCR product pre-marketing analysis; (5) The analysis of the mode of A company's marketing for new products.Through the above analysis we know that the SCR market is overly scattered, and waits for an orderly and rational promotion system; the marketing monitoring work is adverse, and waits for specialized staff member to undertake effective marketing control; new products targeting area is not clear; marketing research methods are not precise, and waits for professional research methods. There are also problems in the analysis of the mode of A company's marketing strategy for new products: (1) There is no direct feedback concerning the market demand for products from agent staff members; (2) The engineer did not join in the designing work of the products, thus, there would be distinction between reality and plan; (3) There is obstacle in acquiring the requested info for the development of industry, thus, there is no clear knowledge for market needs; (4) A company did not co-ordinate the management of product development and marketing, but by the mode of one section in charge, and the other collaborate, and this is not helpful for the development of new products and marketing.Based on the above comprehensive analysis, we have got the marketing strategies of A company. First, we create the marketing plan of the new products. After that, propose the market survey and research, establish the system of its marketing, and design the way of marketing: PDCA. With the assistance of the analysis of product demand forecasting and the competition trend analysis table, the marketing system of A company is effectively built.Finally, some other suggestions on the propaganda of marketing new products are raised, such as: strategic development, the construction of the technical team, as well as brand promotion.In a word, the paper concentrates on products of silicon-controlled marketing analysis and solution of the problem to start, expand into new products A company's marketing control to adjust marketing strategy to create a set of feasible control strategy for the marketing methods and ideas for A and other similar domestic enterprises from e-reference.Due to the limited capacity of the author and the constraints of the data collection, there are many deficiencies in my article. So I hereby request our distinguished readers'opinion on this paper. |
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