中國半導體產業行銷策略之研究

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Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/111860

Title:	中國半導體產業行銷策略之研究 Research on Marketing Strategy of China's Semiconductor Industry
Authors:	蔡兆原 Tsai, Zhao-Yuan
Contributors:	經營管理學系碩士在職專班
Keywords:	行銷管理;半導體產業;行銷策略;中國市場 Marketing;China market;Semiconductor Industry;Marketing Strategy
Date:	2019
Issue Date:	2019-05-23 03:06:54 (UTC+0)
Publisher:	亞洲大學
Abstract:	根據全球市場研究機構TrendForce最新中國半導體深度分析報告指出，2014-2018年中國半導體產值平均每年成長19.86%，但如何面對中國市場的成長帶來競爭與行銷策略制定，因此，本研究目的在探討中國半導體企業面對市場變化行銷管理策略。本研究採用訪談研究企業個案方式，深入了解三家個案公司在面對中國半導體市場的快速成長，在不同的半導體產業模式中行銷策略在中下游的企業如何與上游的半導體設計企業建立關聯，透過4R中建立與客戶的關聯關係，提高市場的反應速度、發展關係行銷、營造合理的利潤回報，同時綜合4C的客戶優質服務與強化4P中產品與價格的優勢，使企業能在中國半導體這個碩大的市場中佔據一席之地。 According to the latest Chinese semiconductor in-depth analysis report of Trend Force, the global market research institute, China's semiconductor output value grew by an average of 19.86% per year in 2014-2018. However, how to face the competition and marketing strategy in the Chinese market, this study aims to explore the face of Chinese semiconductor companies. The Chinese market changes its marketing management strategy. This study uses interviews to study corporate case methods to gain insight into the rapid growth of the three case companies in the face of China's semiconductor market. How to market in different semiconductor industry models in the middle and lower reaches of the company how to connect with upstream semiconductor design companies, through 4R Establishing relationships with customers, improving market response speed, developing relationship marketing, and creating reasonable profit returns. At the same time, integrating 4C's customer quality services and strengthening the advantages of 4P products and prices, enabling enterprises to be huge in China's semiconductor industry. It has a place in the market.
Appears in Collections:	[Department of Business Administration] Theses & dissertations

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