台灣半導體通路商微控制器行銷策略之研究

The MCU Marketing Strategy of Semiconductor Distribution in Taiwan

林永叡(Yung-Jui Lin)

指導教授 ： 楊維楨

淡江大學/管理學院/管理科學學系企業經營碩士在職專班/碩士(2012年)

https://doi.org/10.6846/TKU.2012.00844

摘要

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。
本研究透過個案研究方法，依據Kotler（1998）的行銷策略規劃步驟及McCarthy（1964）的行銷組合為研究架構基礎，針對半導體微控制器(MCU)產業的五大個案公司之高階管理者進行訪談，最後產出適用於半導體產業MCU通路商之行銷組合及策略。
研究結果發現MCU通路代理商在行銷策略規劃階段，必須掌握市場趨勢，有效區隔目標市場，再確定目標市場的區隔有效性，透過本身優勢及資源，設定符合本身能力之產品；在擬定行銷組合的策略，在產品的策略上，通路代理商需掌握未來趨勢產品，以提高產品的附加價值；在價格策略上，需提高品牌形象及產品品質、服務，以穩定市場價格；在通路策略上，則需以貼近、滿足客戶的需求進行通路佈局；在促銷策略上，通路商則可以評估目標市場潛力，深耕產業發展及學術教育，以提升本身競爭力。

關鍵字

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

並列摘要

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.

並列關鍵字

microcontroller ； semiconductor distributors ； STP ； marketing mix strategies ； case studies

參考文獻

19. 孫志祥(2006)，「微控制器產業的競合分析」，台灣大學國際企業管理組學位論文。

22. 許士軍、謝文雀(1998)，「行銷管理─亞洲實例」，台北，華泰文化事業股份有限公司。

21. 莊嘉惠(2005) ，「宜蘭國際童玩節行銷策略之研究」，台中健康暨管理學院經營管理研究所碩士論文。

28. 曾秋凰(2011)，「半導體通路商在中國大陸的經營關鍵成功因素-以A公司為例」，中央大學管理學院高階主管企管碩士班論文。

11. 阮智平(2009)，「台灣半導體封測發展策略之研究」，靜宜大學經營管理碩士在職專班碩士論文。