The Analysis On Marketing Strategy Optimization For Semiconductor Agent Company Of MPS

In recent years, semiconductor industry has an extraordinary development in major economies of the global world. Although, Japan is still the largest manufacturer for IC production, in the long run, China Mainland, Taiwan and Southeastern Asia have become the principal growing areas according to the global semiconductor industry, which leads to the expanding of chip production, package testing and IC design. But the upstream of the whole semiconductor industry is mainly located in America and Europe who has the most sophisticated technology in the world and manufacture the high quality machines, supplying for the rest countries. This provides the opportunity for relative agent companies, such as MPS, who plays a key role to bring in high-tech equipments, technologies and services. What’s more important is that it is creating values between suppliers abroad and domestic users.Against the background of China semiconductor industry, the marketing situation and the important role of agent company was introduced in the first place. In the meantime, the competition posture is analyzed. In accordance with the current environment, how to do well in marketing and gain competitive advantages for MPS company who has various brands of products and live on marketing performance should be systematically studied. Therefore, on the basis of marketing and sales, analyze tool of Five Forces Model and SWOT were adopted to study external market environment and internal situation respectively, which includes price, services, competing strategy, marketing management and customer relationships. Customer features in semiconductor field were also summarized. In future, MPS will face up with more and more significant competitors, which requires the company to optimize the marketing strategy as well as the sales management. So MPS should pay attention to details in business management and improve the sales procedure implementation. As for the optimization of marketing strategies,4P, STP, relationship marketing, service marketing were mainly applied. The way for MPS company to survive in this fierce competition and improve the marketing performance is to focus on customer need and follow up market trend, integrating internal management especially on marketing and sales.