The Semiconductor Industry Development And Asm Customer Service Marketing Strategy Research

Semiconductor Industry has become one of the fundamental industries, as electronic application products come into our lives and the rapid evolution of Information Technologies (IT). Moreover, semiconductor technology has been the great powerful engine to drive the innovation of society and our lives. Since 1990's, semiconductor industry has been booming in China in all the 4 sections of Circuit Design, Wafer Fabrication, Assembly & Packaging and Test. Especially the fast growth of the segment of Assembly & Packaging is outstanding in China, which makes Chinese market one of the major battle fields of equipment suppliers. Since the beginning, several foreign companies have been monopolizing the Assembly & Packaging equipment market in China, while Chinese domestic equipment venders are still striving for the niche market.ASM Pacific Technology Limited is the world leading company in semiconductor Assembly & Packaging equipment. This article mainly analyzes ASM corporate strategy system and its customer service management, and presents the successful factors which have brought ASM, a new comer starting with US$ 5000 in 1975, to a leader in its field. And in most part of this article, it lists out the strengths and weaknesses of customer service management in ASM, and proposes the improvement suggestions for the customer service management. In addition, this article raises the proposal for future ASM corporate strategy system based on SWOT analysis.In this article, there is the introduction of semiconductor industry development and its segmental section of Assembly & Packaging equipment, as well as the analysis of their marketing competition status and market trends. Moreover, this article describes semiconductor industry development in China and its distribution status in China. And it shows the rapid growth and future potential increase of the Assembly & Packaging equipment market in China. It wishes that this article could be a valuable reference for corporate management and marketing for companies which are in the semiconductor Assembly & Packaging industry, especially for developing Chinese domestic companies manufacturing semiconductor Assembly & Packaging equipment.Chapter 1 is the preface. There're brief introductions of semiconductor industry and the process and device categories of semiconductor Assembly & Packaging. Also it points out the important role of semiconductor industry deeply affecting global GDP. Then it mainly introduces the revenue, branches and distributions, chronological record of ASM.Chapter 2 analyzes the market development trend of semiconductor Assembly & Packaging equipment, as well as the whole semiconductor market. Firstly, it presents the evolution trend of semiconductor technology described by the Moore Law, and shows the periodical fluctuation phenomenon of ever-growing global semiconductor market, and illustrates the global marketing revenue trend chart. Then, it introduces the global leading companies in semiconductor industry and their rating by revenue amount. Finally, this chapter emphasizes on the analysis of market features and competition of semiconductor Assembly & Packaging equipment, and on the Assembly & Packaging technology evolution trend which is bringing up more and more challenges to equipment manufacturers.Chapter 3 describes ASM business growth in China, and points out the importance of China market to ASM business by the trend chart of the proportion of ASM revenue in China to ASM global revenue, and by the diagram of revenue distribution in areas. And in this chapter, there's the introduction of semiconductor industry and its layout in China. As well, it describes the fast resume of China semiconductor market after the Global Financial Crisis, and it confirms the opportunities in China for Assembly & Packaging equipment manufacturers.Chapter 4 analyzes ASM corporate strategy system formed by five close relatively individual strategies, including corporate growth, product diversification, vertical integration, customer satisfaction and total Assembly & Packaging solution. It also analyzes the key role of customer service work contributing to meet the target of corporate strategies. In this chapter, you can see why and how ASM can become the leader in its field within less than 30 years, starting from a new comer with US$5000.Chapter 5 proposes a new corporate strategy system for ASM based on current five strategies, adding Service Marketing strategy to create 5+1 strategy system. Then there's SWOT analysis to support this strategy proposal. And it describes the interaction and relationship between Service Marketing strategy and other 5 strategies. And there's the introduction of some companies which have been successful in Service Marketing, such as IBM and GE, so as to prove its great value.Chapter 6 studies ASM's customer service management, finding out its success and strengths, weaknesses, and pointing out the unconquerable factors built up by the differentiate customer service work. Then it proposes suggestions for further improving ASM's customer service management, comprising of 4 aspects:IT platform optimization, the relationship of corporate culture and regulations and rules, customer service team building, creating the mechanism of continuous improvement. In the end, there're some tips for how to meet customer satisfaction through customer service work.