本文選題：共生理論 + 市場(chǎng)營(yíng)銷��； 參考：《北京交通大學(xué)》2013年碩士論文

【摘要】：上個(gè)世紀(jì)60年初集成電路(Integrated Circuit, IC)作為一種新型半導(dǎo)體器件逐步發(fā)展,最初從實(shí)驗(yàn)室走入軍工、高端前沿工業(yè)產(chǎn)品,到如今滲透到人們?nèi)粘Ｉ畹姆椒矫婷�。根�?jù)半導(dǎo)體協(xié)會(huì)早在2000年的統(tǒng)計(jì)數(shù)據(jù),日本平均每個(gè)家庭中的電子產(chǎn)品中約有100個(gè)集成電路芯片。改革開放之后,中國(guó)的IC設(shè)計(jì)企業(yè)如雨后春筍般涌現(xiàn)。據(jù)iSuppli數(shù)據(jù),截止2012年6月,中國(guó)有超過600家IC設(shè)計(jì)企業(yè),銷售額約1000億美元。然而如同任何其他行業(yè)一樣,IC行業(yè)的產(chǎn)品也面臨產(chǎn)品定位不清、互相重復(fù)、規(guī)格不符合市場(chǎng)需求等各種各樣的問題,很難在當(dāng)前充分競(jìng)爭(zhēng)的國(guó)際市場(chǎng)保持持續(xù)的生命力。 回顧國(guó)內(nèi)外現(xiàn)有市場(chǎng)營(yíng)銷和產(chǎn)品組合策略文獻(xiàn)資料,研究存在以下兩方面不足：1、單一研究產(chǎn)品或者市場(chǎng)及營(yíng)銷,缺乏完整性并且忽視了產(chǎn)品之間的聯(lián)系和作用；2、圍繞產(chǎn)品組合的幾個(gè)要素尋找解決辦法,缺乏系統(tǒng)性。 產(chǎn)品的規(guī)劃和設(shè)計(jì)生產(chǎn)等影響著后期的營(yíng)銷和市場(chǎng)推廣活動(dòng)。同時(shí)產(chǎn)品之間也有相互的作用,一個(gè)設(shè)計(jì)科學(xué)的產(chǎn)品組合能產(chǎn)生一加一大于二的效果。本文以共生法則為切入點(diǎn)來設(shè)計(jì)更加合理的產(chǎn)品組合,并結(jié)合國(guó)內(nèi)某IC設(shè)計(jì)企業(yè)(ACT)的案例進(jìn)行分析,配合投資組合理論、共生進(jìn)化法則等驗(yàn)證方式建立起完善的產(chǎn)品組合策略,并就影響共生系統(tǒng)的各個(gè)要素進(jìn)行逐一分析,同時(shí)也對(duì)相關(guān)的其他IC企業(yè)運(yùn)營(yíng)過程中的影響要素進(jìn)行了對(duì)比剖析。 最后通過對(duì)這些核心問題的展開討論得出了結(jié)論：1、企業(yè)設(shè)定了產(chǎn)品組合之后應(yīng)持續(xù)關(guān)注共生環(huán)境,進(jìn)行恰當(dāng)?shù)膬?yōu)化以促進(jìn)共生關(guān)系的正向轉(zhuǎn)變；2、企業(yè)的產(chǎn)品組合策略力求融入合理的產(chǎn)業(yè)鏈,和其他企業(yè)形成集群以增強(qiáng)自身的競(jìng)爭(zhēng)力；3、注重企業(yè)基礎(chǔ)資源的運(yùn)營(yíng)能力。 本文還為企業(yè)提供了一些具有實(shí)用性的經(jīng)驗(yàn)和指導(dǎo)。
[Abstract]:At the beginning of last century, Integrated Circuit (ICIC), as a new type of semiconductor device, was gradually developed from the laboratory to the military industry, the high-end industrial products, and now permeates into every aspect of people's daily life. According to statistics from the Semiconductor Association as early as 2000, there are about 100 integrated circuit chips in electronic products per household in Japan. After the reform and opening up, China's IC design enterprises have sprung up. As of June 2012, there were more than 600 IC design companies in China with sales of about $100 billion, according to iSuppli. However, like any other industry, the products of IC industry are faced with various problems, such as product positioning is unclear, mutual repetition, specifications do not meet the market demand, it is difficult to maintain a sustained vitality in the current fully competitive international market. Reviewing the existing domestic and foreign literature on marketing and product mix strategy, the research has the following two aspects: less than 1: 1, single study of product or market and marketing, Lack of integrity and neglect of product linkages and roles. Find solutions around several elements of the product mix, lack of systematicness. Product planning and design and production affect later marketing and marketing activities. At the same time, there is also interaction between products, a design scientific product combination can produce one plus one more than two effects. In this paper, the symbiotic law is taken as the starting point to design a more reasonable product portfolio, and an analysis of the case of an IC design enterprise in China is carried out, and a perfect product portfolio strategy is established with the verification methods of portfolio theory and symbiotic evolution law, etc. The factors affecting symbiotic system are analyzed one by one. At the same time, the influence factors in the operation of other IC enterprises are compared and analyzed. Finally, through the discussion of these core issues, we draw a conclusion: 1: 1, enterprises should continue to pay attention to the symbiotic environment after they have set up the product mix. Through proper optimization to promote the positive transformation of symbiotic relationship, the product combination strategy of the enterprise tries to integrate into the reasonable industrial chain, and other enterprises form clusters to enhance their competitiveness and pay attention to the operation ability of the enterprise's basic resources. This paper also provides some practical experience and guidance for enterprises.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.6

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本文編號(hào)：1919318