资源描述：
《飞利浦汽车半导体(中国)营销策略分析》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、THERESEARCHONMARKETINGSTRATEGYOF
PHILIPSAUTOMOTIVESEMICONDUCTORSINCHINAABSTRACTInrecentyearsChineseautomobileindustrycontinuallygrowthhasledtheautomotiveelectronicsindustrygetfastdevelopment.UnderthisbackgroundPhilipssemiconductorsenterthedomesticmar
2、ketin1997,andobtainedcontinuouslymorethan8yearshigh-speedgrowth,themarketsharehadachievedabove10%,becamethetopbrandinthisindustry.However,alongwithmanylocal,KoreaandTaiwansemiconductorcompetitorsjointhismarket,thecompetitiononthismarketisverydrastic.
3、TheintensemarketcompetitioncausesthePhilipssalesvolumeandtheprofitstartstodecline,theprofitabilitydrops,intheinternalmanagementalsohadmanyproblems,thecompanydevelopsbecomedifficulty.Thereforeitneedsassoonaspossibletofindanappropriatesolution,helpsthe
4、companyovercomethecurrentdifficulty,goesoutfromthedifficultposition,entersnewdevelopmentcirculation,andthiswillgiveareferencetoothercompanieswhicharegoingtodevelopdomesticmarketandavoidpricefight.ThisarticlewilltakePhilipsastheobjectofstudy,usethePES
5、Tmodel,fivestrengthmodelsandinternalandexternalfactorsappraisalmatrixtoolsandsoon,toanalysesthecompany’sinternalandexternalenvironment,findoutthefactorswhichinfluencethecompany’sdevelopment.UsetheSWOTmatrixanalyzedtheopportunity,thethreats,thestrengt
6、hsandtheweaknessinwhichthecompanyfaced,makeclearthecompany'sdevelopmentdirectioninthefuture.Adoptthevalueanalysisandthevaluecurvetoselectthekeyelementswhichinfluencethecompany’sdevelopmentinthefuture.Finallyinductsthebalancescorecard,makeplaninfouras
7、pectsachievementtargetsystemsofthecompanyinfinance,customer,internalflowandstudy&growthandsoon,thiswillguaranteePhilipstobeabletocarryoutthecompany’sstrategyplanineachmanagement,realizethecompany'sstrategictarget.Thistopicisinvestigatedbaseonactualca
8、sestudy,willbemadeuseforreferenceformanyChinesecompaniesatthedevelopmentstagetodevelopmarket,escapethepricewar,makecorecompetitivecapability,promotethesatisfactionandloyaltyofcustomersandsoon.KEYWORDS：CompetitionAdvantage;CustomerLoyalty；SWOTAnalysis
