The Plight Of The Shanghai Area Of ​​ic Design Industry And Way Out

Being the basis and the drive of the information industry, the Integrated Circuit(IC) has already become the industry cornerstone of the national economy development in the 21^st century with approaching of the global new economy taking IT technology as the forerunner. Its' strategy significance is gradually protruding obvious. After development for almost half centuries, the IC industry in China has possessed a complete industry chain structure composed of chip design, chip manufacturing, chip testing & assembly, semiconductor equipment and semiconductor material, and it has become the largest IC market in the world. The priority of Chinese IC development is the IC design industry, because as the IC industry's core and the location of electron industry's core profit, the IC development status has great influence on the IC downstream industry.With the global semiconductor industry's declines since 2007, especially the entity economy impairment resulted from the world economy crisis in 2008, the domestic IC design enterprise has come across enormous difficulties. The IC design confronted with many difficulties in Shanghai, the centre of Chinese IC industry. Under this disadvantageous status, how to extricate themselves from such a predicament has become an urgent problem.In this thesis, firstly the global, Chinese and Shanghai IC industry status quo are introduced. Secondly combined with the IC industry dilemma in China, especially in Shanghai, this paper proposes a pyramid strategy of "One Centre, two Focuses and three Bases" after using PEST Pattern, Industry Cycle Theory and Five Power Competition Model to analyze the exterior environment and studying the enterprise's interior resource with the utilization of the Strategy Element Analysis and SWOT Analysis. Thirdly, the detailed strategy approaches are also brought forward, that is with Profit Making Mode as guidance, with Technological Innovation and Marketing Innovation as channels and the Policy, Capital and Talented as guarantees. During this elaboration, the BCG Model and Utility Leverage Analysis, and Integrate Product, Integrated Marketing theories are well adopted. Finally the paper has given several concrete suggestions for Shanghai IC design enterprise confronted the global economical crisis.