IC行销实务

IC行銷實務一、行銷與銷售二、IC行銷特性三、IC行銷四度空間四、如何擬定行銷計劃五、IC產品競爭策略實例六、結論一行銷與銷售行銷：Marketing銷售：SellingSellingConceptVSMarketingConceptStartingpoint（起點）Focus(重點)Means(手段)Ends（目的）(a)TheSellingconcept(b)ThemarketingconceptProductsSelling&Promoting(銷售)FactoryProfitsthroughSalesvolumeMarketCustomerneedsCoordinatedMarketing(行銷手段)ProfitsthroughSalessatisfactionProductsNewProductDesignEngineeringPreparationEngineeringRunα-SitetestPre-Release&InternalAnnouncementPilotrun&SampleReadyβ-SitetestProductionpreparationKeycustomerprogramReleaseFormalAnnouncementMassProd.&SupplyServicePlanSupplyServiceEntryResearch二、IC產品行銷特性（A）產業特性（B）提高客戶滿意（C）客戶專長結合（A）產業特性1.資本密集，技術密集，屬高進高出位障產業2.生產具70%斜率學習曲綫效應3.市場具週期循環性4.產品易被模仿，抄襲，複製，智慧財產權糾紛日多5.製程技術發展趨勢壓力6.研發及設廠成本呈級數成長，新競爭者加入競爭更為激烈7.策略聯盟逐漸普遍8.高度應變能力及彈性靈活（B）提高客戶滿意1.產品功能與特性2.產品品質與可靠性3.產品的成本競爭力4.交貨的準確度5.整體服務6.公司的財務能力（C）客戶專長結合標準產品：產業界技術領先者產業界產量領先者共同性客戶使用客制化產品：產業規格制定者（或產品獨特性）限單一客戶使用三、IC行銷四度空間公司資源公司/產品定位矽/產品生命週期決策力ProductPositioningTechnologyQualityCostServiceMarketShare四、Growth/ShareMatrixStarModest+or–CashFlowQuestionMarkLargeNegativeCashFlowCashCowLargePositiveCashFlowDogModest+or–CashFlowHighLow10%Growth(Cashuse)RelativeMarketShare(CashGeneration)High1.0LowIC產品生命週期的特性SalesIntroductionGrowthMaturityDeclineTimeCHARACTERISTICSalesLowsalesRapidlyrisingsalesPeaksalesDecliningsalesCostsHighcostpercustomerAveragecostpercustomerLowcostpercustomerLowcostpercustomersProfitsNegativeRisingprofitsHighprofitsDecliningprofitsCustomersInnovatorsEarlyadoptersMiddlemajorityLaggardsCompetitorsFewGrowingnumbersStablenumberbeginningtodeclineDecliningnumber行銷策略SalesIntroductionGrowthMaturityDeclineSTRATEGIESProductPhaseoutweakitemsOfferabasicproductOfferproductextensions,service,warrantyDiversifybrands&modelsPriceUsecost-plusPricetopenetratemarketPricetomatchorbeatcompetitorsCutpricedistributionBuildselectivedistributionBuildintensivedistributionBuildmoreintensivedistributionGoselective:phaseoutunprofitableoutletsSalespromotionUseheavysalespromotiontoenticetrialReducetotakeadvantageofheavyconsumerdemandIncreasetoencouragebrandswitchingReducetominimallevelTimeMarketingPositioning利用口碑形成策略性關係賣對顧客發展基礎結構媒體行銷輔助CorporatePositioningMarketLeader:40%MarketChallenger:30%MarketFollower:20%MarketNicher:10%???Isyourcorporateprofitable?選擇目標市場考慮因素公司資源目前公司的市場地位市場潛力競爭優劣分析競爭者策略公司的目標與策略四、如何擬定行銷計劃內容：1.目標（Goals）2.外在環境分析3.內部資源4.競爭五力分析供應面客戶面潛在競爭者代替面現有競爭者5.產品競爭成功因素6.內部SWOT分析7.執行計劃8.潛在問題與解決方案9.應變計劃五、IC產品競爭策略實例DRAMFLASHMCPProblemSolving&DecisionMakingProblemAnalysisDescribeproblemIdentifypossiblecausesEvaluatepossiblecausesConfirmtruecauseDecisionAnalysisClarifypurposeEvaluateAlternativesAssessrisksMakedecisionSituationAppraisalIdentifyconcernsSetpriorityPlannextstepsPlaninvolvementPotentialproblemanalysisIdentifypotentialproblemsIdentifylikelycausesTakepreventiveactionPlancontingentaction六、結論IC產品行銷唯一不變的原則就是不斷的變