随着经济的全球化，世界经济及科技的快速发展，为电子行业的发展带来前所未有 的机遇。而半导体产业作为推动时代前进的核心科技及原动力，在世界工业发展的今天 正彰显出其越来越不能忽视的影响力。近年来，我国半导体产业发展迅速，产品类型日 益丰富，为支持半导体产业发展国家专门成立了“一期”及”二期”集成电路产业大基 金计划。截至目前为止，一期大基金已经投放完毕，二期大基金正在紧张筹措中，由此 可见国家在发展半导体产业的决心。在此历史背景下一大批国内的半导体企业正逐步成 长起来并成为支持国家发展基石的生力军。 本文主要运用文献研究法、案例分析法等研究方法，以紫光集团半导体市场营销状 况为研究对象进行了研究。本文阐述了研究背景、意义及文献综述，奠定理论基础；然 后对紫光集团半导体产品进行介绍，并从产品、价格、渠道、促销等方面对紫光集团半 导体产品营销现状进行了分析，总结了紫光集团在半导体产品市场营销中存在的营销理 念及手段更新过快、人才流失较严重、紫光公司半导体制造技术水平有待提高、目标市 场选择定位不清晰、大客户管理紊乱、驻外人员对于制度建设和企业文化的偏离等问题， 进而对紫光集团半导体产品的外部宏观环境和内部竞争环境进行了分析，在此基础上对 紫光集团半导体产品进行了 STP 分析，并提出了产品、价格、渠道、促销、大客户管理、 人才等组合营销策略，最后从推动集团公司组织结构变革、培养高效营销团队、加强相 关职能部门的保障等营销策略实施的保障措施，以期对紫光集团半导体的市场营销策略 具有一定的借鉴作用，同时对其他同类的半导体公司提供一定的参考价值。 关键词:半导体行业营销策略;4P 理论;市场细分;波特五力分析II Abstract With the globalization of economy, the rapid development of world economy and science and technology brings unprecedented opportunities for the development of electronic industry. The semiconductor industry, as the core high-tech and driving force to push forward The Times, is showing its increasingly important influence in the development of the whole world industry. In recent years, China's semiconductor industry has developed rapidly with increasingly rich product types. In order to support the development of the semiconductor industry, China has specially established the phase I and phase ii integrated circuit industry fund plan. Up to now, fund of 1 phase big already put finish, fund of 2 phase big is in strain raise money, this shows the determination that the country develops semiconductor industry. In this historical background, a large number of domestic semiconductor enterprises are gradually growing to support the national development cornerstone of the new force. This paper mainly uses literature research method, case analysis method and other research methods to study the semiconductor marketing situation of unigroup. Firstly, the research background, significance and literature review of this subject are expounded to lay a theoretical foundation. Then to introduce the violet light group semiconductor products, and from the aspects such as product, price, channel, promotion of purple light group semiconductor product marketing status quo are analyzed, summarized the violet light group in the semiconductor product marketing of marketing concept and update too fast, and serious brain drain, purple light company needs to improve semiconductor manufacturing technology level, target market selection positioning is not clear and big customer management disorder, foreign personnel for the system construction and the deviation of enterprise culture, and then to purple light group semiconductor products external macro environment and the internal competitive environment are analyzed, Thus, the STP analysis of semiconductor products of unigroup was carried out, and the combined marketing strategies including product, price, channel, promotion, key account management and talents were put forward. Finally, the guarantee measures for the implementation of marketing strategies including promoting organizational structure reform of the group, training college marketing team and strengthening the guarantee of relevant functional departments were proposed. It is hoped that the research in this paper can be used as a reference for the marketing strategy of unigroup semiconductor and for other similar semiconductor companies. Keywords: Semiconductor industry marketing strategy;4P theory; Market segmentation; Porter's five forces analysis目 录 摘要..................................................................... I Abstract ...................................................................II 第 1 章 绪论............................................................... 1 1.1 研究背景及意义........................................................ 1 1.1.1 研究背景........................................................ 1 1.1.2 研究意义........................................................ 2 1.2 文献综述.............................................................. 3 1.2.1 国外研究综述 .................................................... 5 1.2.2 国内研究综述 .................................................... 6 1.3 研究内容、方法与技术路线 .............................................. 7 1.3.1 研究内容........................................................ 7 1.3.2 研究方法与技术路线.............................................. 8 第 2 章 紫光集团半导体产品营销现状及问题..................................10 2.1 紫光集团及其半导体产品简介........................................... 10 2.1.1 紫光集团简介 ................................................... 10 2.1.2 紫光集团旗下半导体产品简介 ..................................... 11 2.2 紫光集团半导体产品营销现状........................................... 12 2.2.1 产品现状....................................................... 13 2.2.2 价格现状....................................................... 14 2.2.3 渠道现状....................................................... 15 2.2.4 促销现状....................................................... 15 2.3 紫光集团半导体产品营销中存在的问题................................... 16 2.3.1 营销理念及手段未能较好适应市场 ................................. 16 2.3.2 营销人才流失较严重 ............................................. 16 2.3.3 紫光公司半导体制造技术水平有待提高 ............................. 17 2.3.4 目标市场选择定位不清晰 ......................................... 18 2.3.5 大客户管理紊乱 ................................................. 19 2.3.6 驻外人员对于制度建设和企业文化的偏离 ........................... 19 第 3 章 紫光集团半导体的营销环境分析......................................20 3.1 紫光公司外部营销环境的 PEST 分析...................................... 20 3.1.1 政治环境....................................................... 20 3.1.2 经济环境....................................................... 20 3.1.3 社会环境....................................................... 213.1.4 技术环境....................................................... 21 3.2 波特五力分析......................................................... 22 3.2.1 供应商的议价能力 ............................................... 22 3.2.2 购买者的议价能力 ............................................... 23 3.2.3 潜在竞争者的进入能力 ........................................... 23 3.2.4 替代品的威胁 ................................................... 24 3.2.5 行业竞争者的能力 ............................................... 24 第 4 章 紫光集团半导体市场营销策略的制定..................................26 4.1 紫光集团半导体的 STP 分析............................................ 26 4.1.1 细分的市场 ..................................................... 26 4.1.2 目标市场选择与评估............................................. 27 4.1.3 市场定位....................................................... 27 4.2 市场营销组合策略 ..................................................... 30 4.2.1 产品策略....................................................... 30 4.2.2 价格策略....................................................... 32 4.2.3 渠道策略....................................................... 32 4.2.4 促销策略....................................................... 35 4.2.5 大客户管理策略 ................................................. 37 4.2.6 人才战略....................................................... 37 第 5 章 紫光集团半导体营销策略实施保障....................................39 5.1 推动集团公司组织结构变革 ............................................. 39 5.1.1 集团公司营销组织结构的变革 ..................................... 39 5.1.2 引入战略中心型组织（SFO）...................................... 40 5.2 培养高效营销团队 ..................................................... 43 5.2.1 加强销售人员培训 ............................................... 43 5.2.2 加大团队建设投入 ............................................... 43 5.3 加强相关职能部门的保障 ............................................... 44 5.3.1 研究与开发部门 ................................................. 44 5.3.2 市场部门....................................................... 44 5.3.3 生产部门....................................................... 45 5.3.4 人力资源部门 ................................................... 45 5.3.5 采购部门....................................................... 45 结 论...................................................................47