半导体分销商的市场竞争战略研究以xy公司为例

上海交通大学硕士学位论文半导体分销商的市场竞争战略研究---以XY公司为例姓名：熊海锋申请学位级别：硕士专业：工商管理指导教师：王方华20040111---XYTHESTRATEGYRESEARCHONTHEMARKETINGCOMPETITIONOFSEMICONDUCTORDISTRIBUTOR---XYCOMPANYASANEXAMPLEABSTRACTThisthesisfirstlyintroducestheconceptofdistributionchannelanddistributor,andreviewsthehistoryofthedistributionindustrydevelopmentinChina.TheauthorgivestheoutlineoftheChinesesemiconductorindustryandanalyzesthebasiccommercialcircumstancebriefly.Secondly,thisthesismakesitclearthatwhatthebusinessmodelandthecurrentstatusofthesemiconductorindustryareinChina.Thesemiconductorproductsincludetwospecies.Oneiscommodity.TheotheristheASSP.Thebusinessmodelisdifferentaccordingtothesetwokindsofproducts.Later,theauthorsumsupthatwhatthecorecompetenceandthemarketingstrategyare,afterthisthesisanalyzedthedataofmarketsurveyonthesemiconductordistributionmarket.Thirdly,theauthor,withrichexperienceinsemiconductordistributionindustry,setsXYCompanyasanexampletopresenthowtorealizethemarketingstrategy.Basedonthisanalysis,weknowthecorecompetencesofXYCompanyaretheproductintegrationability,demandcreationability,turn-keysolution,technicalsupport,expertiseinnichemarket,etc.Thereafter,onthecustomers’viewpoints,theauthordiscussesthemajorconcernshowtheendcustomerschooseasupplierashispartner.Anexcellentsuppliermusthavebestperformanceonthemarketpartition,theproductposition,logistics,finance,salesnetwork,value-addedservice,closerelationshipwithcustomers,etc.Intheend,theauthordrawsamatrixaboutthedifferentdistributors’styleandthedirectionoftheirdevelopment.Then,theauthorconductsanexploringresearchonthefutureofthedistributionchannelinChinamarket,andpointsoutthedevelopmentopportunitiesofthedistributorsinthefourdifferentdirections.Finally,theresearchprovidessomesuggestionstoletthesedistributorsadapttheirmarketstrategytomeetthecustomers’requirementsmoresuitably.KEYWORDS:semiconductor,distributor,corecompetence,strategy12004121200312200312MBA---XY-1-(1)(2)(3)(4)“”19989.6%200219%1020039520.3/19.5/20036(1)300(2)IntelIBMMotorolaHP100(3)(OEM)4050(4)10MBA---XY-2-iSuppliCorp10200350.1%20022003200220031111,60812,7064.00%14.80%223,8654,0504.80%5.00%n/a3Renesasn/a3,654n/a4.50%343,0043,46015.20%4.30%452,9933,36712.50%4.10%562,9213,32013.70%4.10%672,5033,23729.30%4.00%78NEC2,4652,76612.20%3.40%992152256819.30%3.20%8102,3032,262-1.80%2.80%40,46040,5600.20%49.90%74,27481,3209.50%100.00%FIGURE0-1TopTenManufactoriesinSemiconductorIndustryof1H2003MBA---XY-3-(1)(2)MBA---XY-1-(1)1776(2)1-1MBA---XY-2-FIGURE1-1TheValueofDistributor339336(1)(2)(3)MBA---XY-3-(4)1MBA---XY-4-2MBA---XY-5-(1)(2)(3)(4)2020011211WTOMBA---XY-6-90060406043.47560599.872.210GDP20021.4200117.8%18.5%2005202090MBA---XY-7-20021-2(WSTS)2002140780%1-220022001200220021FIGURE1-2TopTenDistributorsinSemiconductorIndustryof2002/()()16%/24%53%MBA---XY-8-20022510%/ITMBA---XY-9-2001WTO2%3%(CEMs)2%3%200117%6%WTO6%WTO200274%WTO(1)2%98%MBA---XY-10-(2)(3)MBA---XY--114PsProduct(Price)PPlace(Promotion)2-1FIGURE2-14PsTheory4Ps20804Ps4Ps(Promotion)904Ps4Cs4CsMBA---XY--12(Consumerwantsandneeds)(Cost)(Convenience)(Communication)4Cs“”“”“”10098%/10002510%----MBA---XY--1321WSTS20032002140716%15002-22-3MBA---XY--14WSTS.(200310)FIGURE2-2TheCurveofSemiconductorProductMonthlyShipmentinthewholeworldMBA---XY--15WSTS.(200310)FIGURE2-3TheCurveofSemiconductorProductMonthlyShipmentatFourSegmentMarket20038.6%2010GartnerDataquest2003200257364913.2%IT2003200720025731,03912.6%200320021471200128.6%20012-4MBA---XY--16CCIDNET(20032)FIGURE2-4TheGrowthandSizeofChineseSemiconductorMarketGartnerDataquestDVDMBA---XY--17Table2-1TheComparisonofTheRequirementsBetweenConsumerandIndustryMarket1,39225418%(1)(2)MBA---XY--18(1)---4Cs(Communication)(2)---4Cs(Convenience)(3)---4Cs(Cost)(4)(MIS)/ERP---4Cs(Consumerwantsandneeds)FIGURE2-5TheCompetenceAdvantageofTheEnterpriseMBA---XY--19(AE)(FAE)FIGURE2-6TheSurveyonTechnicalSupport2-6“”“”4%20%33%37%62%77%79%0%20%40%60%80%MBA---XY--20(BTO)73%30VMIFIGURE2-7TheSurveyonTheLeadTime601532%16-3041%31-6022%61-903%902%MBA---XY--21ERP43%50%40%MBA---XY--22FIGURE2-8TheSurveyonTheInformationService2-22-2Table2-2TheRatioofTheOfficeLocation2%7%8%3%6%7%5%14%0%15%32%16%34%26%34%28%42%47%58%64%59%65%0%20%40%60%20032002MBA---XY--23(1)FIGURE2-9TheKeyFactorsonTheSuppliersSelection(2)5%11%13%27%38%40%43%51%56%0%20%40%60%/MBA---XY--24FIGURE2-10TheKeyFactorsforConsumerClientstoSelectTheSuppliers4.34.34.44.44.44.54.54.73.23.74.24.7MBA---XY--25FIGURE2-11TheKeyFactorsforTelecommunicationClientstoSelectTheSuppliers3.63.83.94.04.14.14.24.23.23.43.63.84.04.2MBA---XY--26FIGURE2-12TheKeyFactorsforComputerandPeripheralClientstoSelectTheSuppliers3.73.73.83.94.04.14.34.53.23.43.63.84.04.24.44.6MBA---XY--27XY1974XY200216XY--(Impact)(Insight)(Unique)XYXYXYXYDesignEMSXYUnitedXYXY2291033690(Insight)XYXY(Insight)XY(Unique)XY(Unique)(Insight)OEM(Impact)XY(OEM)(Insight)(Unique)(Impact)(Impact)(Insight)(Unique)EDP/XYXYMBA---XY--28FIGURE3-1TheOrganizationChartofXYCompanyXY20038XYXYEDIXYB2BMBA---XY--29FIGURE3-2ThePresenceofXYCompanyinTheWorldMarketFIGURE3-3TheCoverageofXYCompanyin