公司py关系营销策略研究

上海交通大学硕士学位论文公司PY关系营销策略研究姓名：魏轶平申请学位级别：硕士专业：工商管理指导教师：余明阳20080113PYPYPYPYSWOTPYJMPYPYPYCOMPANYPY’SRELATIONSHIPMARKETINGSTRATEGYSTUDYABSTRACTRelationshipmarketingisaseriousofmanagementtheoryandpracticemethod,developedfromthemodernmarketingtheory.Ithasreplacedthetraditionaltrademarketingandbecomethedominantmantrasinthemarketingtheory.Thesemiconductorequipmentpartsrepairindustryisoneoftherapidlydevelopingsemiconductorindustries.Withthecostconcernofthesemiconductormanufacturingindustryandthedevelopmentofthesemiconductorequipmentpartsrepairability,theequipmentpartsrepairhasbeenusedmoreandmore.Thesemiconductorequipmentpartsrepairindustryisanindustrywhichisfulloftheopportunitiesanddevelopsquickly.CompanyPYwhichthisthesisstudiesisatypicalsemiconductorequipmentpartsrepairdistributorintheSingaporesemiconductorequipmentpartsrepairindustry.ThisthesisstudiescompanyPYentirelyincludingtheanalysisofcompanyPY’sindustryenvironmentandSWOT,andthenpointsouttheproblemofcompany’scurrentmarketingstrategy.Thewriterstudiestherelationshiptheoryandthelatestthesisinthejournalofmarketing.ThisthesisprovidescompanyPY’srelationshipmarketingstrategytohelpcompanyPYtowininthecompetitionoftheSingaporesemiconductorequipmentpartsrepairindustryanddevelopfurthermore.ThisthesisanalyzestheSingaporecustomers’consideringfactorofmakingthechoiceofthesemiconductorequipmentpartsrepairdistributors.ThisthesisprovidescompanyPY’scustomerrelationshipmarketingstrategy,supplierrelationshipmarketingstrategy,competitorrelationshipmarketingstrategyandinternalmarketrelationshipmarketingstrategy.KEYWORDS:Semiconductor,SemiconductorEquipmentPartsRepair,Distributor,RelationshipMarketing12MBAPY111.1(VCD/DVD)196020402001PY20021.2:PYPYPYPYMBAPY2PYJMPYPYPYPY:(1)2PYSWOT3JMPYMBAPY322.12.1.11“20/80”80%20%2“”“”S—O—R—“”345“”“”“”“”“”MBAPY46“”2.1.212“”3452.1.31MBAPY523“”1——23MBAPY642.22.2.1123MBAPY72.2.212“”“”3“”MBAPY82.2.31232.3.41MBAPY9232.32.3.1(1):(2)MBAPY10“”(3)2.3.22070“”2080“2090”LBerry1983:(1)(2)(3)(4)(5)MBAPY11“”()“”:()2.3.31KapilR.Tuli,AjayK.Kohli,&SundarG.Bharadwaj2007JM1MBAPY1223451234512332NerminEyuboglu&AndreasBuja2007JM1233RobertW.Palmatier,RajivP.Dant,DhruvGrewal,andKennethR.Evans2006JMMBAPY134SandyD.Jap2007JM127MBAPY143PY3.181012203020002204TSMCUMC2000TSMCSSMC1TSMCUMCUMCi2UMCMBAPY15Chartered3CharteredSTMSTM4STM3.2(1)ICIC(2)(3)2000MBAPY16Appliedmaterials5AppliedMaterialsASMLNikonCannon6ASMLKLA-Tencor7KLA-TencorNovellus12AppliedMaterial8Novellus3.3MBAPY172000(1)71RobotBrooksTAZMODelexonYaskawaKawasakiGenamrkTELAsystRorzeSHINKOPCBASMLAMATTELLAMKLA-tencorZeissNikonCannonNovellusRFGenerator&MatcherAEENIMKSDAIHENMKSADVANCEComdelChillerLytronNeslabSMCAffnityATSNOAHCTCDaikinTELPumpToyotaBOCLeyboldAPPVarianPillerAlcatelShimadzuMitsubishiHermes-EpitekAMATDNSBrooksPfeiferMFCSTECAeraSTECUnit-InstrumentsMKSSMIFTDKAsystBrooksTelAvizaShinkoRorzeAdo(2)MBAPY18(3)(4)(5)(6)MBAPY193.4finance.yahoo.com92004200520066.68200620061000200718652007MBAPY20102006~20070500100015002000250030003500400045005000ChillerGeneratorMatcherMFCPCBPumpRobotSMIFValveMotorGaugeOther1120068~200783.5(EconomicDevelopmentBoard02,000,0004,000,0006,000,0008,000,00010,000,00012,000,00014,000,000USD-06-06-06-06-06-06-06-06-06-06-07-07-07-07-07-07-07-07MBAPY21EDB)(ClusterDevelopmentFundCDF)GDP25%3.1(1)CharteredSemiconductorManufactured(CSM)(ST)1987SierraSemiconductorNSIC(CMOS)ASICIBMCharteredChartered200431989611127Chartered1998Agere(LucentSpin-off)SMP1997Agilent(HPSpin-off)CSPCharteredChartered127IBM0.1365(2)(STM)4IDMSGSThomson1987199029%1984STM199852001AMK80.18Flash4MBAPY22(3)UMCiUMCInfineonEDB12UMCi36(PasirRisWaferPark)0.13CMOSEmbededFlashUMCi20031BEOLFEOL2003200432005UMCUMCInfineonEDBUMCiUMC20073(4)SSMCPhilipsTSMCEDBSSMC8Philips48TSMC32EDB20CMOSIC(5)TECH(TI)(Canon)(HP)EDBTECHDRAMDRAM5(6)HNSHitachiNipponSteelEDBHNSHitachiNipponSteelSemiconductorSingaporeDRAM13(7)Qimonda2007(Qimonda)1220200720091,5006(8)IntelMicron(IntelCorporation)(MicronTechnology)20061112NAND,3020072008300mm50nmMBAPY23CharteredSSMCTECHHNSPYUMCiPYPYMBAPY244PYSWOT4.1PYPY2002PY10PYPY2006PY3005020074.2PYSWOTSWOTSWOTSW(SW);OT(OT)PYPYSWOT:(1)PYCharteredUMCiSTMTechHNSSSMCPY2002PCBPumpGeneratorRobotMBAPY25PYPYPY(2)PYPY(3)IntelMicronQimondaPY(4)PYSWOTPYPYPYPYPYMBAPY265PY5.1PY5.1.11611211912.533.544.55(1-55)12MBAPY272.533.544.551-55)135.1.2PYPYPYPYPY(1)1mmwafer(focus)PYPYMBAPY28PYPYPYABCwaferwaferwaferwaferPYA/B/C/AAPYPY(2)PYPYPYMBAPY29XPYXPYPYXBXBXBXPYPY(3)PY1~2MBAPY30PYPYPY(4)PYPYPYPY(5)12PYPYA5.2PY5.2.1PYPYMBAPY31PY“”“”PY5.2.2PYNerminEyuboglu&AndreasBuja2007JMPY(1)PY2PYPYMBAPY323PY4PYPYPYPYPYPYPYPY1PYPYPYMBAPY33PYPYPYPYPYPY1PYPYPYPY2PYPYPYPYMBAPY34PY3PYPYPYUPS,DHLPY4PYPYPYa.PYb.PYPYPYc.PYR&D2MBAPY35PYPYPYPYPYPYPY5.3PY5.3.15.3.2PYRobertW.Palmatier,RajivP.Dant,DhruvGrewal,andKennethR.Evans2006JMPYMBAPY36PYPYPYCharteredSSMCTECHHNSPYPYPYPYPYPYPYMBAPY371PY:PYPYPY;PY1PYPYMBAPY3823PYPYPY4PY52PY;:PYPYPYPYMBAPY39PYPYPYRobertW.Palmatier,RajivP.Dant,DhruvGrewal,andKennethR.Evans2006JMPYPYPYPYPYPY1PYPYPYPY2MBAPY40PYPYPYPY3PY,PYPYPYPYPYUMCiPY1PY,PY