Case Research On Marketing Innovation Of Chitron Electronics Company Limited

With the further development of China’s reform and opening up to outside world, China’s integrated circuit (IC) industry also has developed rapidly and accompanied momentum is specially strong, the fact can not be ignored that electronic commerce of IC has become an important backbone for China’s sustainable economic development. But in the mean time, a large number of small and medium-sized IC enterprises face the complicated&changeful market environment and unprecedented difficulties and pressure, there are many problems need to solve during their management process, such as market management and monitor system is imperfect, crisis in business integrity...etc, but marketing innovation should be a top priority to be considered in all these problems, therefore it is necessary to sum up and mine some marketing experienced cases as reference from successful companies.Chitron Electronics Company Limited (Chitron Electronics) is a high-speed developing trading company and distributor within IC discrete electronic components industry, after more than10years tenacious development, the company already has become a leader within IC industry in China and has accumulated a certain amount of actual combat experience in marketing innovation, therefore this thesis hopes to summarize successful experience thru in-depth studied the Chitron Electronics marketing innovation cases, provided marketing ideas and experiences as reference for IC industry or domestic small and medium-sized enterprises (SMEs) in other fields.This thesis mainly adopted the case analysis, based on the combination of marketing elements and core competitiveness as the theoretical basis of the entire paper. First, elaborated marketing innovation principles and trend for SMEs based on the combination of marketing elements theory, then described detailedly the trade industry environment of China’s IC discrete components, find out the ubiquitous problems and difficulties which are faced by the enterprises within the industry, proposed marketing innovation is imperative for an enterprise to get a better sustainable development, following is to introduce how Chitron Electronics run the measures in marketing innovation and the relevant achievement they had gotten, and lastly summed up the successful experience and shortcomings need to be improved after analyzing Chitron Electronics marketing innovation cases, provided the precious reference on marketing&management innovation and other aspects for SMEs within the related industries.In this thesis, through studying and analyzing Chitron Electronics’marketing innovation cases, strive to create a unique marketing ideas and tools, without sticking to one pattern in marketing way, and provide the case to SMEs for reference. Thus, for domestic SMEs especially within IC discrete devices trade industry, the case study has theoretic and practical guiding significance on how to localize and utilize Western advanced marketing innovation theory and how to timely detect, adjust and formulate a suitable marketing strategy and tactics in the fierce market competition to satisfy their own development needs.