Custom Design Service Marketing Strategies Rockchip Prudential Integrated Circuits

The custom services of Integrated Circuit means to based on the customer’s specification of chips, to be implemented by IC design house, It is a new business model, it can hit customer’s demands well to make differentiation products from competitors.As an integrated Circuit design company, RuiChip is facing fierce competition from domestic and foreign famous companies, since RuiChip had established. How to rely on domestic huge market to resolve customer’s products homogenization trouble? Seizing market opportunities, To Turn the first mover advantage into win.Firstly, the paper analyzed external and internal environments of the electronics industry in China, focusing on analysis of the stage of domestic electronics industry and true demands, and manufactures are facing fierce competitive. Pointed out Custom design service can hit customer’s demands. It should be prosperous market in future soon.Secondly, the Article used SWOT mode to analyze RuiChip, summarized opportunities, threats, strengths and weakness. And segmented the market section and retarget market according to combination marketing theory. Determined the company strategy is to provide customized service to customer to meet their differentiation products demand. And then designed combination products strategy.Finally, in order to get the correct implementation of the new marketing strategy, the paper introduced Strategy-Focused Organization, To adopt Balanced Scorecard as a major tools to map the strategy to each organizations、departments and individuals goal. Let the strategy to become everyone’s day to day activities. And then set performance evaluation and incentive mechanism, reorganized organization structure, the implementation mechanism became a loop which can process feedback, self-evaluation, self-correction, which ensured to get good result in implementation.