Research On The Marketing Strategy Of Semiconductor Products In WISEWORLD Company

Semiconductor industry is one of the capital and technology-intensive industries,taking high degree of specialization and clear division way. As a global multinationalcorporation, when entering into the China market, Samsung Electronics took a SalesAgent System with Wiseworld as its agency. The success of Samsung help Chinesecompanies explore overseas markets in the situation of not understanding each other'smarket and culture, summarized Lessons Learned and built up an effective marketingsystem.Facing the complex marketing environment of domestic and international market,firstly, this paper summarized the domestic and international marketing strategycombined with the characteristics of the semiconductor, analyzed China semiconductormarket environment and development trends, got wise to the competitive advantageand market share of major competitors, then analyzed the customer requirements statusand factors at this stage, then deeply analyzed the Wiseworld internal and externalenvironment as well as competitive advantages and disadvantages.According to eight factors such as electric companies purchase scale and so on,Wiseworld took a market segment; mainly using the market positioning stratagem ofcombining product differentiation with service differentiation, it focued on technologydifferentiated market positioning for strategic partners and customers; and lock thetarget market in the large household electrical appliance enterprises in China. In thissituation, Wiseworld continued to use Samsung products to lead the market strategy,developed special localization product according the actual situation of Chineseenterprises. Based on customer size, Samsung used differential pricing mechanisms; inchannels, mainly using direct marketing, it would develop further agency distributionstrategy. It also conducted a variety of marketing promotions such as sportsmarketing, undergraduate marketing and so on.To safeguard the effective implementation of strategies, Wiseworld also continuedto cultivate internal and external image, created a good reputation through establishinga great corporate image, at the same time, it has built customer databases to maintaingood long-term service relationship. Within the enterprise, the company continuallyoffered multiaspect training for employees and optimized the marketing staff salarystructure.