本文選題：共生理論 + 市場營銷��； 參考：《北京交通大學》2013年碩士論文

【摘要】：上個世紀60年初集成電路(Integrated Circuit, IC)作為一種新型半導體器件逐步發(fā)展,最初從實驗室走入軍工、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)半導體協(xié)會早在2000年的統(tǒng)計數(shù)據(jù),日本平均每個家庭中的電子產(chǎn)品中約有100個集成電路芯片。改革開放之后,中國的IC設計企業(yè)如雨后春筍般涌現(xiàn)。據(jù)iSuppli數(shù)據(jù),截止2012年6月,中國有超過600家IC設計企業(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、規(guī)格不符合市場需求等各種各樣的問題,很難在當前充分競爭的國際市場保持持續(xù)的生命力。 回顧國內(nèi)外現(xiàn)有市場營銷和產(chǎn)品組合策略文獻資料,研究存在以下兩方面不足：1、單一研究產(chǎn)品或者市場及營銷,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)品組合的幾個要素尋找解決辦法,缺乏系統(tǒng)性。 產(chǎn)品的規(guī)劃和設計生產(chǎn)等影響著后期的營銷和市場推廣活動。同時產(chǎn)品之間也有相互的作用,一個設計科學的產(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來設計更加合理的產(chǎn)品組合,并結合國內(nèi)某IC設計企業(yè)(ACT)的案例進行分析,配合投資組合理論、共生進化法則等驗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)的各個要素進行逐一分析,同時也對相關的其他IC企業(yè)運營過程中的影響要素進行了對比剖析。 最后通過對這些核心問題的展開討論得出了結論：1、企業(yè)設定了產(chǎn)品組合之后應持續(xù)關注共生環(huán)境,進行恰當?shù)膬?yōu)化以促進共生關系的正向轉變；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)形成集群以增強自身的競爭力；3、注重企業(yè)基礎資源的運營能力。 本文還為企業(yè)提供了一些具有實用性的經(jīng)驗和指導。
[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.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.6

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本文編號：1919318