Research On Marketing Strategy Optimization Of A Semiconductor Company

Since science and technology are penetrating into our lives more and more remarkably,the demand for integrated circuits in all walks of life has increased significantly.As an important consumer market in the world,our country’s demand for integrated circuits mainly depends on imports.Since it is a for driving force for national economic and social development,the independently-innovated integrated circuits are a must for us.With the strong support of national policies and the efforts of all parties,a number of integrated circuit design companies have been incubated in China,A Semiconductor was established under this background,thanks to the good domestic industrial environment and market demand,the company has developed well since its establishment,and its turnover has exceeded 100 million yuan in just a few years.The continuous breakthrough of technology,the rapid development of the industry,the increasingly fierce competition among private integrated circuit design companies,the simple pricing method of A Semiconductor Company and the traditional and backward marketing strategies such as relying on human sales have become the company’s competitive disadvantages.A semiconductor company’s marketing strategy optimization research is an urgent problem that needs to be solved at present,which is not only crucial for the development of the company,but also determines whether it can contribute to the localization of integrated circuits.This paper involves the author’s experience working in the sales position of a semiconductor company.After conducting a analysis of both internal and external environment faced by company A with SWOT,a conclusion has been made that the current expansion path should be taken.Then focus on the current situation of A Semiconductor’s products,prices,channels and promotion strategies,and find out the problems of marketing strategies through in-depth interviews.Based on the problems and reasons found in this paper,the STP market segmentation theory has been applied to launch A Semiconductor’s power management chip with unique advantages in the PC market.After focusing on the target market,it uses the 4P theory to formulate rich product lines,penetrate pricing,and new media.Marketing,differentiated promotion and other optimization programs.And also the corresponding security measures in areas such as R & D,human resources,quality control and fincance to ensure the smooth implementation of the optimization plan.In the end,the hope and prospect for Chinese chips are put forward.