摘要(英) |
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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參考文獻 |
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