Channel Strategy Of National Semiconductor (NS) In China

This thesis analyzes the basic circumstance of National Semiconductor first, then discuss together with IC industrial and general economic environment. While China becomes world manufactory center, more global IC companies start to focus in China market, the thesis analysis the opportunity and challenges of National Semiconductor in China together with the theory and knowledge learned during the MBA course in order to find problems in current strategy and raise the solutions accordingly.There are total 5 chapters in the thesis. Part 1 is the background and purpose introduction. Part 2 is the theory of marketing and channel management. Part 3 is the introduction of National Semiconductor and IC industry. Part 4 is the current channel strategy analysis. Part 5 is the solutions.Major problems of NS at channel strategy are: channel efficiency is low; rely too much on channel; channel conflicts. Channel strategy is the inevitable factor for company development. We can only find the problem through practice. And through continuous channel innovation, the company could has own characteristics and succeed in the era of"Win via Channel".