本文關(guān)鍵詞：STM公司中國(guó)本土化營(yíng)銷策略研究　出處：《北京交通大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 營(yíng)銷組織 營(yíng)銷渠道 產(chǎn)品 本土化 半導(dǎo)體 STM

【摘要】：電子和電器產(chǎn)品制造業(yè)在我國(guó)的迅猛發(fā)展,已使得我國(guó)成為全球半導(dǎo)體產(chǎn)品需求最旺盛的地區(qū)之一。由于我國(guó)本土半導(dǎo)體產(chǎn)業(yè)遠(yuǎn)落后與世界先進(jìn)水平,這就使得跨國(guó)半導(dǎo)體企業(yè)在我國(guó)半導(dǎo)體市場(chǎng)上占有九成以上的份額。國(guó)外眾多半導(dǎo)體品牌在中國(guó)市場(chǎng)上的競(jìng)爭(zhēng)異常激烈,為更好地服務(wù)本土客戶,搶占更多國(guó)內(nèi)市場(chǎng),各半導(dǎo)體企業(yè)的本土化營(yíng)銷問(wèn)題變得至關(guān)重要。當(dāng)前,無(wú)論國(guó)內(nèi)或者國(guó)際上在本土化研究上主要集中在民用產(chǎn)品或服務(wù)領(lǐng)域,對(duì)于工業(yè)零配件行業(yè)特別是半導(dǎo)體產(chǎn)品行業(yè)的本土化研究極少有人涉及。因此,本人認(rèn)為,研究跨國(guó)半導(dǎo)體企業(yè)在華本土化營(yíng)銷具有重要的現(xiàn)實(shí)意義。 本文主要從營(yíng)銷組織本土化、營(yíng)銷渠道本土化管理以及產(chǎn)品本土化三個(gè)方面來(lái)研究本土化營(yíng)銷的問(wèn)題。(1)營(yíng)銷組織本土化,營(yíng)銷組織是制定營(yíng)銷政策,管理營(yíng)銷過(guò)程和評(píng)估營(yíng)銷結(jié)果的機(jī)構(gòu),是跨國(guó)企業(yè)實(shí)行本土化營(yíng)銷的核心因素。而組織架構(gòu)的設(shè)置是否有利于本土營(yíng)銷活動(dòng)的開(kāi)展,以及管理人才的本土化程度是否有利于本土營(yíng)銷活動(dòng)的開(kāi)展,將是營(yíng)銷組織本土化成功與否的關(guān)鍵。(2)營(yíng)銷渠道本土化管理,營(yíng)銷渠道是半導(dǎo)體制造商與本土客戶之間的橋梁,既是溝通的橋梁、信息來(lái)源的橋梁,也是貨物銷售的橋梁,它是跨國(guó)半導(dǎo)體企業(yè)在中國(guó)本土業(yè)務(wù)能否取得穩(wěn)健而快速成長(zhǎng)的重要保障因素。本文將從如何避免渠道服務(wù)表面化,避免直銷與渠道銷售的沖突,以及如何更好地配置渠道資源這三個(gè)方面去研究渠道本土化管理的問(wèn)題。(3)產(chǎn)品本土化,世界各地因經(jīng)濟(jì)水平及文化特點(diǎn)等因素的差異而使人們對(duì)電子產(chǎn)品功能或性能產(chǎn)生的不同需求所呈現(xiàn)出區(qū)域性特點(diǎn)是半導(dǎo)體產(chǎn)品本土化的根本原因。企業(yè)只有對(duì)其所在市場(chǎng)的需求特殊性進(jìn)行深入研究并做出快速反應(yīng),推出相應(yīng)的產(chǎn)品才能主動(dòng)抓住本土市場(chǎng)的商機(jī)。 本文對(duì)STM公司在中國(guó)本土化營(yíng)銷的現(xiàn)狀和問(wèn)題進(jìn)行詳細(xì)剖析,然后有針對(duì)性地提出優(yōu)化的方案,并論證本土化營(yíng)銷的重要性。本研究為跨國(guó)半導(dǎo)體企業(yè)或其他類似企業(yè)制定在中國(guó)本土化營(yíng)銷的策略和本土化發(fā)展方向提供了很好的參考。
[Abstract]:Electronic and electrical products manufacturing industry in the rapid development of our country, has made China become one of the world's semiconductor products demand the most exuberant area. Because Chinese semiconductor industry is far behind the advanced level of the world, which makes multinational semiconductor companies occupy more than 90% share of China's semiconductor market. Many foreign brands in semiconductor Chinese market fierce competition, in order to better serve local customers, seize more domestic market, the marketing localization of semiconductor enterprises becomes more and more important. At present, whether domestic or international in localization research mainly focus on the commercial products or services, especially for industrial parts industry localization of semiconductor products industry rarely there are people involved. Therefore, I think that the localization of marketing research of multinational semiconductor companies in China have important realistic meaning Righteousness.
This article mainly from the three aspects of the localization of marketing organization, marketing channel management and product localization localization to study marketing localization problem. (1) the localization of marketing organization, marketing organization marketing policy, marketing management process and evaluate the result of the marketing mechanism is the core factors of multinational enterprises implement localization marketing. The organizational structure is set up for local marketing activities, and management personnel of the degree of localization is conducive to local marketing activities, will be the key to the success of the marketing organization localization. (2) the localization of marketing channel management, marketing channel is the bridge between semiconductor manufacturers and local customers, is the bridge of communication, a bridge of information sources, is the sale of goods of the bridge, it is an important guarantee in the local business Chinese multinational semiconductor company can achieve steady and rapid growth. This article from the factors. How to avoid the channel service surface, to avoid direct conflict with the sales channels, and how to better allocation of channel resources of the three aspects of channel localization management. (3) the product localization, the different needs of all over the world because of the difference of economic level and cultural characteristics, factors and causes people to the electronic product function or performance shows the regional characteristics is the fundamental reason of semiconductor product localization. Only enterprises demand for the market the particularity of in-depth research and make a quick response, launch the product to take the initiative to seize the domestic market opportunities.
In this paper, the status quo and problems of STM company in the local marketing China analyzed in detail, and then put forward the optimization scheme, and demonstrate the importance of localization marketing. This study is a multinational semiconductor company or other similar enterprises to provide the strategy and direction of development in the localization of Chinese localization marketing a good reference.

【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】：2014
【分類號(hào)】：F416.6;F274

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本文編號(hào)：1378117