飞利浦汽车半导体中国营销策略研究

上海交通大学硕士学位论文飞利浦汽车半导体（中国）营销策略研究姓名：王敦安申请学位级别：硕士专业：工商管理指导教师：王毅捷20080113THERESEARCHONMARKETINGSTRATEGYOFPHILIPSAUTOMOTIVESEMICONDUCTORSINCHINAABSTRACTInrecentyearsChineseautomobileindustrycontinuallygrowthhasledtheautomotiveelectronicsindustrygetfastdevelopment.UnderthisbackgroundPhilipssemiconductorsenterthedomesticmarketin1997,andobtainedcontinuouslymorethan8yearshigh-speedgrowth,themarketsharehadachievedabove10%,becamethetopbrandinthisindustry.However,alongwithmanylocal,KoreaandTaiwansemiconductorcompetitorsjointhismarket,thecompetitiononthismarketisverydrastic.TheintensemarketcompetitioncausesthePhilipssalesvolumeandtheprofitstartstodecline,theprofitabilitydrops,intheinternalmanagementalsohadmanyproblems,thecompanydevelopsbecomedifficulty.Thereforeitneedsassoonaspossibletofindanappropriatesolution,helpsthecompanyovercomethecurrentdifficulty,goesoutfromthedifficultposition,entersnewdevelopmentcirculation,andthiswillgiveareferencetoothercompanieswhicharegoingtodevelopdomesticmarketandavoidpricefight.ThisarticlewilltakePhilipsastheobjectofstudy,usethePESTmodel,fivestrengthmodelsandinternalandexternalfactorsappraisalmatrixtoolsandsoon,toanalysesthecompany’sinternalandexternalenvironment,findoutthefactorswhichinfluencethecompany’sdevelopment.UsetheSWOTmatrixanalyzedtheopportunity,thethreats,thestrengthsandtheweaknessinwhichthecompanyfaced,makeclearthecompany'sdevelopmentdirectioninthefuture.Adoptthevalueanalysisandthevaluecurvetoselectthekeyelementswhichinfluencethecompany’sdevelopmentinthefuture.Finallyinductsthebalancescorecard,makeplaninfouraspectsachievementtargetsystemsofthecompanyinfinance,customer,internalflowandstudy&growthandsoon,thiswillguaranteePhilipstobeabletocarryoutthecompany’sstrategyplanineachmanagement,realizethecompany'sstrategictarget.Thistopicisinvestigatedbaseonactualcasestudy,willbemadeuseforreferenceformanyChinesecompaniesatthedevelopmentstagetodevelopmarket,escapethepricewar,makecorecompetitivecapability,promotethesatisfactionandloyaltyofcustomersandsoon.KEYWORDSCompetitionAdvantage;CustomerLoyaltySWOTAnalysisCoreCompetitiveCapability;VariationMarketing-1--2-Figure1-1TheConstructoftheDivisionsofPhilipsSourcePhilipsStrategyMarketDepartmentFigure1-2ProductsConstructofPhilipsSemiconductorsSourcePhilipsStrategyMarketDepartment15%32%7%18%20%8%2005200515%7%18%35%25%7%8%23%46%16%-3-Figure1-3RegionalSalesConstructofPhilipsSemiconductorsSourcePhilipsStrategyMarketDepartment29%10%32%29%18%25%18%39%20052005-4-Figure1-4OfficeStructureofPhilipsSemiconductorsinChinaSourcePhilipsStrategyMarketDepartment-5-Figure1-5ProductStructureofPhilipsAutomotiveSemiconductorsSourcePhilipsAutomotiveProductDepartmentCDPKERKECANBusLinBusFlexRay-6--7-Figure1-6TheConstructoftheDissertation-8--9--10--11--12-Figure2-1TheInfluenceFactorsofMarcoEconomicstoAutomotiveSemiconductorIndustry-13--14--15-Figure2-2GlobalAutomobileProductionVolumeAnalysisandForecast(Source:PhilipsStrategyMarketDepartment)0246810121416182003200420052006200720082009201020112016MunitsWEuropeNAmJapanChinaEEuropeSKoreaSAmROW-16-()2004200520062007200820092010201112.915.621.729.630.531.433.234.483.188.5123.5152.6163.9176.5183.4189.579.9185.0300.5321.6387.9422.2463.9508.562.839.133.938.840.845.446.347.6159.0202.2240.3366.4409.3448.0501.8560.6103.6143.5153.0166.9174.6203.3243.6275.5289.7382.5395.9385.8419.2544.8629.2704.3191.675.799.094.2104.7115.1126.1136.8208.2255.8299.9373.8361.5395.5438.7473.5264.1345.7389.7420.5493.9522.0577.8647.0124.7108.2110.8145.6159.1168.4181.2194.787.3141.5183.3221.8238.4265.8312.0343.5-92.0191.1207.0261.8315.3374.2442.7486.65.89.95.17.48.08.69.19.219.835.968.990.1132.4148.8169.5190.0257.6358.9415.8455.1554.5584.7620.7706.0711.0472.3470.4485.4511.1560.5612.3677.11802.32009.92346.32576.62837.33096.63335.53594.14,555.25,061.45,865.06,593.87,342.38,111.78,927.19,779.011%16%12%11%10%10%10%-17--18--19-Figure2-3AutomotiveSemiconductorIndustryPESTAnalysisPSET-20-200420052006200720083,1253,5304,0174,5065,01813%6557809171,0611,24918%13%14%12%11%19%18%16%18%01,0002,0003,0004,0005,0006,000200420052006200720080%2%4%6%8%10%12%14%16%18%20%Figure2-4ChinaAutomotiveElectronicsandSemiconductorsMarketForecast(Source:PhilipsStrategyMarketDepartment)-21-Figure2-5ChinaAutomotiveSemiconductorsMarketForecast(Source:PhilipsStrategyMarketDept.)Figure2-6AutomotiveElectronicsandConsumerElectronicsMarketCycleComparison(Source:PhilipsStrategyMarketDepartment)??u-22-Figure2-7AutomotiveSemiconductorsMarketAnalysisbyProducts(Source:PhilipsStrategyMarketDepartment)3,8665,1357,31312,1133,1995,092200420104,8•ConventionalAudio•ExtendedAudio•VideoAirbag•CollisionWarning•TirePressureMonitoring•Immobilizer&KeylessEntry•AlternatorandRegs.•CruiseControl•EngineControl2004-2010,US$Million2004-20107,6%14,40022,3008,88,1-23--24-Figure2-8AutomotiveInfotainmentSystemProducts(Source:PhilipsAutomotiveProductDepartment)ConnectivCD/DVDdevicesGSM-25-Figure2-9AutomotiveBodyBusSystems(Source:PhilipsAutomotiveProductDepartment)kbit/sec212251001000FlexRayx-by-wire,HS-CAN,Safe-by-…FT-CAN