随着科技不断向前发展，市场和产业也逐步在扩大，同时，在产品创新和市场变化的 背景下，汽车半导体也在转型发展的进程中不断前进。近十几年来，全球半导体行业发生 了很大的变化，国际半导体厂商纷纷通过收购和合并重组来应对瞬息万变的市场，原来的 市场格局逐渐被打破，半导体行业的竞争也变得日趋激烈。半导体厂商如何快速适应市场 的变化，以及应该采取何种营销策略，已经成为一个至关重要的课题。 R 半导体公司（中国区）作为全球知名的汽车半导体企业之一，有着良好的业界口碑 和强大的技术实力，但由于汽车半导体厂商之间的竞争日益激烈，R 半导体公司（中国区） 在汽车半导体市场面临着营业额增长缓慢、销售潜力挖掘不足、客户流失等经营困境。问 卷调查表明，R 半导体公司（中国区）现行汽车电子产品营销策略存在产品策略不丰富、 定价策略不灵活、渠道管理不合理和宣传企划投入不足等主要问题。 导致 R 半导体公司（中国区）汽车电子产品营销策略存在问题的主要原因有：第一， 过分依赖核心产品，核心产品以外的产品线与客户需求和发展不匹配，同时没有不同产品 线之间捆绑销售的策略，公司产品的整体竞争力不足；第二，中国区缺乏自主定价权，遵 从日本总部一刀切的高利润定价策略，在降低利润换取生意还是坚持高利润定价策略的问 题上，只能选择后者，定价策略不是很灵活；第三，代理商数量繁多，存在管理不善和渠 道冲突等问题；第四，管理层忽视促销宣传，在促销手段和次数上投入较少使得公司产品 的曝光率不够。 优化 R 半导体公司（中国区）汽车电子产品的营销策略，需在细分市场的基础上采取 以下对策：加大新产品推出力度和多样化的产品组合来重构产品线体系；实行灵活的差别 定价法和动态定价法来调整定价策略；调整和精简代理商渠道来规范对代理商的合理而有 效的管理；从广告媒体、大学生电子设计大赛、客户联合实验室、公开研讨会等方式丰富 促销宣传的手段。 关键词：4P 营销组合理论；STP 理论；营销策略II Abstract With the continuous development of science and technology, the market and industry are gradually expanding. At the same time, under the background of product innovation and market changes, automotive semiconductor is also in the process of transformation and development. In the past decade, great changes have taken place in the global semiconductor industry. The internationalsemiconductormanufacturers haverespondedtothe rapidlychangingmarketthrough acquisition, merger and reorganization. The original market pattern has been gradually broken, and the competition in the semiconductor industry has become increasingly fierce. How to adapt to the changes of market and what marketing strategy should semiconductor manufacturers adopt has become a crucial issue. R semiconductor company (China), as one of the world-famous automobile semiconductor enterprises, has a good reputation and strong technical strength in the industry. However, due to the fierce competition among automobile semiconductor manufacturers, R semiconductor company (China) is facing the operating difficulties such as slow growth of turnover, insufficient exploration of sales potential and loss of customers in the automobile semiconductor market. The questionnaire survey shows that the current marketing strategies of R semiconductor company (China) for automotive electronic products are not rich in product strategies, inflexible in pricing strategies, unreasonable in channel management and insufficient in publicity and planning investment. The main reasons for the problems of R semiconductor company (China)'s automobile electronic product marketing strategy are as follows: Firstly, excessive dependence on core products, mismatch between product lines other than core products and customer demand and development, no strategy of bundling sales between different product lines, and the overall competitiveness of the company's products is insufficient. Secondly, China lacks independent pricing power and complies with Japan The headquarter's one size fits all high profit pricing strategy can only choose the latter one when it comes to reducing profit in exchange for business or sticking to the high profit pricing strategy. The pricing strategy is not very flexible. Thirdly, there are a large number of agents, with problems such as poor management and channel conflict. Fourthly, the management ignores promotion and publicity, and invests less in promotion means and times, which makes the company's products insufficient exposure. In order to optimize the marketing strategy of R semiconductor (China) automotive electronic products, the following measures should be taken on the basis of market segmentation: to strengthen the launch of new products and diversifythe product mix to restructure the product lineIII system;toimplementflexibledifferentialpricinganddynamicpricingtoadjustthepricingstrategy; to adjust and simplify the agency channels to regulate the reasonable and effective agency Management; from the advertising media, college students electronic design competition, customer joint laboratory, public seminars and other ways to enrich the means of promotion and publicity. Key words: Marketing Mix Theory of 4P; STPTheory; Marketing StrategyIV 目录 摘要........................................................................ I Abstract................................................................... II 引言........................................................................ 1 （一）选题背景 .......................................................... 1 （二）研究意义 .......................................................... 1 1、理论意义.......................................................... 1 2、实践意义.......................................................... 2 （三）文献综述 .......................................................... 2 1、关于产品差异化的研究.............................................. 2 2、关于产品价格策略的研究............................................ 3 3、关于产品渠道管理的研究............................................ 3 4、关于产品促销策略的研究............................................ 4 5、关于产品细分市场的研究............................................ 5 （四）研究方法 .......................................................... 6 1、文献分析法........................................................ 6 2、问卷调查法........................................................ 6 一、本文研究的理论基础...................................................... 7 （一）4P 营销组合理论.................................................... 7 1、产品策略.......................................................... 7 2、价格策略.......................................................... 7 3、渠道策略.......................................................... 7 4、促销策略.......................................................... 7 （二）STP 理论........................................................... 8 二、R 半导体公司（中国区）汽车电子产品营销策略的现状 ........................ 9 （一）R 半导体公司（中国区）简介......................................... 9 （二）R 半导体公司（中国区）汽车电子产品营销策略概况.................... 10 1、现行产品策略..................................................... 10 2、现行价格策略..................................................... 11 3、现行渠道策略..................................................... 11 4、现行促销策略..................................................... 12 三、R 半导体公司（中国区）现行汽车电子产品营销策略存在的问题 ............... 14 （一）产品线过于单一 ................................................... 14V 1、产品与客户需求和发展欠匹配....................................... 16 2、缺乏产品组合..................................................... 17 （二）定价方法不灵活 ................................................... 18 （三）渠道管理不合理 ................................................... 21 1、当前直销渠道管理中存在的问题..................................... 21 2、当前分销渠道管理中存在的问题..................................... 22 （四）宣传企划投入不足 ................................................. 27 1、促销次数少....................................................... 27 2、促销手段不丰富................................................... 28 3、未能带动销售业绩................................................. 28 四、R 半导体公司（中国区）现行汽车电子产品营销策略存在问题的原因 ........... 30 （一）过分依赖核心产品 ................................................. 30 （二）中国区缺乏自主定价权 ............................................. 30 （三）代理商渠道过于繁多 ............................................... 30 （四）管理层忽视促销宣传 ............................................... 31 五、R 半导体公司（中国区）汽车电子产品营销策略的优化对策 ................... 32 （一）重构产品线体系 ................................................... 32 1、加大新产品开发力度............................................... 32 2、构建多样化产品组合............................................... 33 （二）调整定价策略 ..................................................... 34 1、差别定价策略..................................................... 34 2、动态价格策略..................................................... 35 （三）加强渠道建设 ..................................................... 35 1、直销渠道......................................................... 35 2、分销渠道......................................................... 36 （四）丰富促销手段 ..................................................... 37 1、广告和公关....................................................... 37 2、大学生电子设计竞赛............................................... 37 3、联合实验室....................................................... 37 4、公开研讨会....................................................... 38 5、政府关系及公益事业............................................... 38 结语....................................................................... 39 （一）本文研究的结论 ................................................... 39 （二）本文研究的不足 ................................................... 39VI