A Study On New Products Introduction Strategy In Semiconductor Manufactures

Product Life Cycle is the life cycle for the product, as the life cycle of human,should go through the phases of Introduction, Growth, Maturity, and Decline. In thedifferent countries with different development levels, the whole process of this lifecycle is not happened exactly in the same time. And there is a big technical gap andtime lag in the process, which has led to the international technology transfer directly.The purpose of this study is to establish a model based on Product Life Cycletheory and the thought of Maturity, which could support the decision makers to knowthe exact growth lever of the developing products, and also to develop the completeprocedure to standardize and guide the products development from introduction, massproduction, and phase out.Firstly, this dissertation has introduced the Manufacture Readiness Levels andManufacture Readiness Levels briefly, which laid a solid theoretical basis for theProducts Life Cycle Segmentation Qualitative model. And then, from the view of alarge multinational semiconductor companies, it has introduced the concept ofMaturity into this Products Life Cycle Segmentation Qualitative model, andsummarized the characteristics, task, and the subsequent development path of eachstage in this model. On this basis, this dissertation has studied how to apply thisqualitative model to guide the introduction of new products based on the new productintroduction case in S Semiconductor Company. And then, it has summarized theproblems and action plans during the application. Finally, it provided the possibleresearch directions on this study.