atech公司的半导体电镀市场营销策略研究

《atech公司的半导体电镀市场营销策略研究》由会员上传分享，免费在线阅读，更多相关内容在应用文档-天天文库。

1、土瀣厶堂亟土堂位迨塞△!巨翊坌卫的：匕昱签!包堡!Ⅱ场营鳢筮喳硒塞ABSTRACTInrecentyears，SemiconductorIndustrygotarapiddevelopmentinmostkeyecomoniccountriesandzonesintheworld，especiallyinChina．TheannualgrowthrateofSemiconductorinChinaWillsmorehigherthanothers．WiththedevelopmentofSemicond

2、uctor，thewholeSemiconductorIndustryChainincludingIC(IntegratedCircuit)ChipManufacturers，ICPackagingandTesting，ICDesignersandICAuxiliaryEnterprisesalsogainedalong-termgrowth．AsasecondtiersuppliertoSemiconductor，ATECHgrowedfromarepresentativeofficetoabranc

3、hwhereaglobaltechnicalcenterwasbuilt．ATECHistheresearchobjectofthisdissertation．ThesemiconductordevelopmentstatusWasintroducedfirstandthenfollowedbylatestforecastofsemiconductorissuedinMarch2008andtheimpactbytheglobaleconomiccrisistosemiconductor．Thenthe

4、backgroundandbusinessstatuswerebrieflyintroduced．DuetotheimplementationofRollSStandardinEUandtherestrictiontothe‘threehigh’enterprisesinChinaaswellasincreaseofChineseEnvironmentalProtectionStandard，partlyplatinplantshadtobeclosed，suspended，mergedandconve

5、rted．Thefluctuationofglobaleconomyhavebroughtnegativeinfluencetothesemiconductorandplaingindustry．Mostplatingadditivesuppliersareseekingtodevelopnewgreenproductsmeetenvironmentalprotectionrequirementsandmostplatingplantsareconvertingtheirmanualplatinglin

6、estoautomaticalplainglines．Tofacethiscircumstances，therearemoreopportunitiesforATECHandmeanwhiletherearelotsofchallenges．Howtoalwayskeepaleadingpositioninthesecomplexanddynamiccompetitiveenvironment?Thecustomer’SneedWasanalyzedinthisthesis．Also，thewriter

7、analyzedthecompetitivestatusintheplatingmarketbyfiveforcemode．AndthenthecorecapacityofATECH，customervalue，cooperationnetworkbuildingandR&Dportfolioinbeddedbycustomerrequirement．Intheend，thethesissummarizedthefollowingmarketingstrategycombined4Rsmarketing

8、theory．(1)Todevelopthenewgreenproductssatisfyingenvironmentalprotectionpolicy，includingleadfree，chromefreeandcyanidefreeproducts(2)Toenternewrisingindustry，suchassolarcellindustry，andtodevelopsomerelativeproductsVI土星厶堂亟!：堂