The Differentiation Marketing Strategy Of Mobile Phone IC In NXP Semiconductor Company

The mobile market goes to4G time, there should be a new tour of competition. With the smart phone market booming, there be a picture shows the development of related industrial chain. The growth of smart phone market affects the decline and increase of the chip industry. Whether the new component/function equipped can reduce the overall cost of mobile phone or create new value should be a question; same like the Time-to-Market requirements from smart phone makers. The important is that the supplier can provided lower cost products for smart phone OEM customers and can abide by the continually cost down requirementsMobile product market, especially the smart phone market competition has shown a hot trend of competition, under the above conditions, the target customer group for mobile phone manufacturers OEM chip manufacturer or mobile Products Design Company need to re-examine their marketing strategy, components selection, even the sales check, its own characteristics and try to explore strategy plan of promotion. This paper will mainly from the hardware vendor, namely the mobile phone chip supplier aspect, focus on the differences in marketing strategy.The paper based on the related theory and empirical research, listed both the internal and domestic environments. From the economic, technical factors and social point of view, explained the impact for smart phone ICs’ industry; Analyzing the NXP company internal factors, competitors situation, current marketing strategy. I found problems in4P strategy. The paper using SWOT method, analysis the company’s overall development strategy, summarize the difference marketing position should be imperative. On the basis of the STP model, the paper determine the target market, and market positioning of NXP. The conclusion is, to adjust marketing ideas from simply4P combination to Differentiated marketing tactics implementation, to implement the ideas to the aspects of product, price, channel, promotion. Construct the Differentiated marketing strategy in the aspect of market position, pricing strategy, channel, products promotion etc.