半导体分销商的市场竞争战略研究以XY公司为例.docVIP

上海交通大学 硕士学位论文 导体分销商的市场竞争战略研究以公司为例 姓名：熊海锋 申请学位级别：硕士 专业：工商管理 导教师：王方华THE STRATEGY RESEARCH ON THE MARKETING COMPETITION OF SEMICONDUCTOR DISTRIBUTOR XY COMPANY AS AN EXAMPLE ABSTRACT This thesis firstly introduces the concept of distribution channel and distributor, and reviews the history of the distribution industry development in China. The author gives the outline of the Chinese semiconductor industry and analyzes the basic commercial circumstance briefly. Secondly, this thesis makes it clear that what the business model and the current status of the semiconductor industry are in China. The semiconductor products include two species. One is commodity. The other is the ASSP. The business model is different according to these two kinds of products. Later, the author sums up that what the core competence and the marketing strategy are, after this thesis analyzed the data of market survey on the semiconductor distribution market. Thirdly, the author, with rich experience in semiconductor distribution industry, sets XY Company as an example to present how to realize the marketing strategy. Based on this analysis, we know the core competences of XY Company are the product integration ability, demand creation ability, turn-key solution, technical support, expertise in niche market, etc. Thereafter, on the customers viewpoints, the author discusses the major concerns how the end customers choose a supplier as his partner. An excellent supplier must have best performance on the market partition, the product position, logistics, finance, sales network, value-added service, close relationship with customers, etc. In the end, the author draws a matrix about the different distributors style and the direction of their development. Then, the author conducts an exploring research on the future of the distribution channel in China market, and points out the development opportunities of the distributors in the four different directions. Finally, the research provides some