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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/87520

    Title: 臺灣半導體通路商微控制器行銷策略之研究
    Other Titles: The MCU marketing strategy of semiconductor distribution in Taiwan
    Authors: 林永叡;Lin, Yung-Jui
    Contributors: 淡江大學管理科學學系企業經營碩士在職專班
    Keywords: 微控制器;半導體通路商;行銷策略規劃;行銷策略組合;個案研究;microcontroller;semiconductor distributors;STP;marketing mix strategies;case studies
    Date: 2012
    Issue Date: 2013-04-13 11:19:59 (UTC+8)
    Abstract: 半導體通路商為提升利潤,業者開始提升技術,發展客製化的服務,以提升產品附加價值,半導體通路商也由最早貿易商的角色,轉變為上游的半導體供應商與下游的IT製造商之間重要的溝通橋樑。
    In order to increase profits, semiconductor distributors are beginning to upgrade the technology and develop customized services to enhance the added value of products. Semiconductor distributors have changed their roles of traders before into the bridge roles between the upstream semiconductor suppliers and the downstream IT manufacturers.
    Through the case study method, and according to Marketing Strategy Planning Steps by Kotler (1998), and Marketing Mix by McCarthy (1964), we constructed the basis of the research. We have interviewed the top management level of the five distributors of Semiconductor microcontrollers (MCU) industry, and then we got a marketing mix and strategy which are fit for MCU distributors in the semiconductor industry.
    The results showed that the MCU channel agents must grasp the market trends, effectively separate the target market and then determine the validity of the target market segments, and finally, through their owns strengths and resources to decide the products fitting their own ability in the STP strategy planning stages. In the development of the marketing mix strategy, MCU agents have to grasp those products that fit the future trends in order to improve the added value of the product. This is the product strategy. As to the pricing strategy, in order to stabilize the market price, they need to improve their brand image, product quality and better services. On developing the channel strategy, they have to create channels that are close to their customers and satisfy them. On promotion strategy, distributors have to estimate the potential of the target market, make efforts on the industrial development and academic education to enhance their competitiveness.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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