ST半导体电源部营销策略研究

华中科技大学硕士学位论文ST半导体电源部营销策略研究姓名：黄公新申请学位级别：硕士专业：工商管理指导教师：张子刚20051027ISTST&STSTSTST,:,,ST:IIAbstractThereisasignificantimpactontheelectronictechnologywhentheoilpricecontinuegrowingandtheenergywasshortageinworldwide.Powersemiconductorindustrialisgoingtofacethebigchallengeresultsfromtheenergyconsumption:greenpower,highefficiency,powersaving,environmentprotection,lowpollution,re-cycle&re-usage,easierdepackage.Alongwiththechallenge,opportunityiscoming.Multi-country-companylikeSTshouldhavemoreopportunitiesintermsoftheextendingofelectronictechnologyapplicationandthecentreofconsumermarketmovetoChina.Morequestionsaroundusneedtobeanswered:whereisthetrueopportunity,whereisthetargetmarket,howistheindustrialenvironment,howisthecompetitor’sadvantagesandstrategies,howtomanageourownmarketingstrategyinordertoextendthemarketshare…Firstofall,ittalkedaboutthesituationofSTanditsChinaCompany.STIndustry&PowerB.UinChinamadeagreatsuccessandachievementinthepastfewyears.However,themarket,theenvironmentandthecustomerrequirementarechangingsharply,weneedtofaceandsolvethecomingorexistedallkindsofchallengesinternalandoutsideofST.Basedonthereviewingofthesituationcurrentandhistoryofpowersemiconductorindustrial,itgaveoutthecompetitionstatus,maincompetitors’featuresandthedetaildescriptionrelatedtothecustomerinChinatheirpurchasing-habitsandrequirements.Then,ittalkedabouttheapproachandstrategyofhowtoidentifyandselectthetargetmarketandcustomer.Finally,fourmarketingstrategiesarebeingusedintothepracticeinSTPowerB.U,including:productionstrategysales-channelstrategypromotionstrategyandstrategic-alliancestrategy.ItmadeagreatcontributiontoST’ssuccessandcontinuesgrowthintheindustrialofsemiconductor.KeyWords:PowerSemiconductorMarketSegmentationTargetMarketStrategicAlliance111.1[8][19]STICST21.2STSTSTMicroelectronics19876SGSSGS-THOMSON19941998STMicroelectronicsCARROLLTONST200487.66.01[48]STMPEG-2ST581251639168831ST15003000:AlcatelBoschDaimlerChryslerFordHPIBMMotorolaNokiaNortelNetworkPhilipsSeagateSiemensSonyThomsonWesternDigitalST17%15%200415.32/3STST:c;d;e;f;g3,ST,7040STST202005STSustainableBusiness.com20ST10ST,STST””ST(1984)1984199419941985,20042005200420042004(SGS/:40%1994)(DRAMNANDFLASHMMemories2005)ST19972500710ICST42%2004ST4()()()()()(),()1.3ST1.3.1STIP&C+MLD()&()&SECTION(IC)LDOPWMMOSFET/;MOSFETIGBT()/1-1[49]51-1:()1.3.2ST()GartnerDataquestAlertIMS2003STINFINEONIRST/TOSHIBA/FAIRCHILD/INFINEONVISHAY/FUJIELECTRICSTSTcdSTe6fgICSThSTST1.3.310ST200415%[49]CEOCarloBozotti2005STST:c:STd:ST()2003e:f:7STg:h:()c:d:()e:ST,,STST()f:82ST2.11957()2004IC28.3%37.6%30.8165.2[46]3CICIC;()IC5IC2005IC201.6200421.9%20062007IC2008IC920052009IC28.7%2009IC582.6[46]IDC2004-20082090202004260200845018%-20%18%,20033560210(RoHS)(WEEE)8RoHS76102.2LCDICDC/DCIC[47]:cDC/DCDC/DCMOSFETDC/DCdePWMICZVSZVSICISL6752ZVSf90ICZVSZCS2.3IMS2-1(---)2-2.112-1:()(:IMSResearch)2-2:()()(:IMSResearch)122.4“:;:;;.[2]2-313IMS200338.6%62.3%85.2%ST8%[49]0.1STST7%8%14STST1.3.3ST,[46]:(TI)(Warrenville)(ON-SEMI)881995-2000100(LINEAR)Milpitas9(NS)1520039“”2002112004(FAIRCHILD)200342/20056(CentersofExcellence)”(TI)IC/DC/DCDC/DCIC(ON-SEMI)IC“”-5.1-(LINEAR):40%16(NS)2004(FAIRCHILD)Gartner14IC/20048::MOSFET:4MHz96%10uA1.5%17:40/7000:30%/(DC-DC)(AC-DC):()()USB:/(LDO)(LEDRFPA)LSI(PMULMUAPU)VcoreLDO:“”182.5[1]2.5.1:---DC/DC---------19---------/------2.5.2(ASSAEL)2-1;20()2-1AD,ST(A)STST(D):cST;d;e;f2133.1STP(Segmenting)(Targeting)(Positioning)[1]ST:cdeSTfghijST:22()STSTST:1)2)3)4)5)6)()7)()8)()9)()10)()11)12)13)14)15)16)()17)()18)()19)()20)()233.2[9]cd,e,,f[10]()STST&ST[25]243.33.2.1:c200%300%[46]d[2](3-1)STe253.2.2[1]3-2STCPUST()()263-3[49]274:c()?d?.[2]4-1ST“”“”ST284.1ST5-1ST1.3.3:4.1.1.4-2[1]c:d:e:f:g294-2:4.1.2:::::();();()ST1-130()MOSFET()MOSFETMOSFET;MOSFETMOSFETMOSFET;CMOSDMOSTO-220TO-247TO-92DPAKD2PAKIPAKI2PAKTSSOPPOWERSOISOTOPPOWERFLAT…)PWMPFCPWMPFMPFC+PWMPFC+PFMPFC+MOSPWM+MOSPFM+MOSST[43]4-3ST2x2c---STd---ATX80+PCe---,31STSTSTSTICSTf---know-how(Synergy)ST4-3:ANSOFF4.1.332;cdefST1998SGS-THOMASTHOMAS1998STMicroelectronics4.2[18]4.2.1()():();334.2.2()()()[33]4.2.3ST4-4[49]STSTSTST80%20%80%20%:ST:cST[24]STdCEOCarloBozottiSTeST/(DistributionSalesDept)fST:STSTSTSTg/ST()h343555.1:(ÆÆÆÆÆ);()[37]ST5.1.1()():()5.1.2[23]()(),,ST(Marketing)()365.220805.2.1:,[6],,(/);375.2.2[6]c[1]defg[33]h;();;;,cd38;e5.2.3STST19876SGSSGS-THOMAS(STMicorelectronics)ST;(HynixSemiconductors)2005ST33%[49]STSTSTST()ST80%ST5-1[49]395-1ST5.2.4STc.[16]:STSTSTSTSTSTSTSTSTSTST5-2[49]40dST—————5.2.5ST,ST[30]STSTSTSTST41ST&STSTSTSTSTST5-3[10]42STST()c[21]43d,[38],,,,[22]44STTCLSTMBAMarketingST!45MBA46[1][].1997[2][].1997[3][].—1997[4][].1997[5]2004.6.4-7[6][].A.R..[7][].2002[8]2000[9]2000[10]2000[11]2003[12][].H.2001[13].2004.11[14][].2001[15]2003.7[16][].2001[17].2004[18]2001[19]2001[20]:20014[21].R.2001[22]200247[23].D.E.J.2002[24].C..A.2003[25]MBA2002[26]2005.1[27]PhilipKotler&GaryArmstrongPrinciplesofMarketingPrenticeHall2001[28]PhilipKotlerMarketingManagementPrentice-Hall1997[29]Philip.R.NulmanJustSayYesCareerPress2000[30]Malcolm