半導體化學材料銷售策略分析-以跨國B化工公司為例 ; Engineering change classified mechanism and its controllability discussion before Mass productions for An Android phone family

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题名:	半導體化學材料銷售策略分析-以跨國B化工公司為例;Engineering change classified mechanism and its controllability discussion before Mass productions for An Android phone family
作者:	陳威廷;Wei-Ting Chen
贡献者:	工業管理研究所碩士在職專班
关键词:	競爭策略;目標市場;行銷策略;Competitive Strategy;Marketing Strategy;Target Market
日期:	2010-07-14
上传时间:	2010-12-08 14:46:20 (UTC+8)
出版者:	國立中央大學
摘要:	過去20年，半導體產業的發展為台灣帶來快速的進步與經濟的發展，對於半導體製程中關鍵的材料-半導體化學材料，透過持續的投資與創新帶來了很大的利潤與成長。本篇研究選擇了半導體化材的領導廠商 – B公司作為研究對象，經過與相關專家的訪談，它可以為我們帶來從管理者的角度中市場演變的資訊，並透過相關文獻的探討了解，整理出相關因子以及質性研究方式探討行銷策略，經由與該公司高層訪談而得到的結論如下: 1. 公司的品牌與形象是個重要在資產，在這個產業裡，有時候它可以影響客戶的購買決定。 2. 使用差異化策略以及成本導向策略可以使客戶的績效更好，更成功以及在他們的事業上更有競爭力。 3. 產業發展早期進入市場確實能提高進入障礙，容易取得市場較大的市佔率。 4. 新進市場者不應該只專注在流血價格戰反而應多注意在產品的創新與服務的差異化，否則只會帶來負面的結果。 5. 新產品需要較長時間的資金投資與參與，並且必須經得顧客認同與市場的接受。 6. 製定適合的行銷策略是非常重要的，它需要定期的回顧與修正去反應當時所處的環境，特別是在半導體化材這樣快速變遷的產業。In the last two decades, development of semiconductor industry makes rapidly progress and brings economic development to Taiwan. The semiconductor chemistry, which is the critical material to the manufacturing process, has high profit, growth as a result from continued research and innovation. This research selected the company B, which has been known for its leading position of semiconductor chemistry industry as a case study. It could bring us the current trend from the management perspective through the discussion with the experts of company B. The marketing information has been extracted from thesis and documents in the filed, Key factors in marketing strategy are presented as well. After interview with the company`s top manager, the conclusion is as following: 1. Company reputation and brand are precious property. Sometimes it could influence the customer procurement in this industry. 2. Use differentiation strategy and cost leadership strategy can make customer have better performance, more success and more competitive in business. 3. The stable quality and entrance barrier are both critical to high market share. 4. New comer should pay attention at differentiation and innovation, not just focus on bleeding price competition as it will make negative consequence. 5. New product development requires long-term commitment and investment, so as to support stringent customer qualification procedure and gain acceptance in the market. 6. Making appropriate marketing strategy is very important. It requires to regularly review and adjustment to react the reality especially in the rapidly changing market as semiconductor chemistry industry
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