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Resistor Industry;Marketing;Intelligent Marketing Strategy.
|Issue Date:||2019-07-17 15:08:44 (UTC+8)|
With the development of 3C, that is, consumer-electronics, communications and computer products, new products are launched increasingly rapidly, and the market of resistor is gradually making steady progress. However, Taiwanese companies continue to expand their production capacities and the competition within the industry is cut-throat. How to develop an appropriate intelligent marketing strategy in a highly competitive business environment is worth pondering. First, we analyzed the resistor industry, explored the industry’s characteristics and profiles from different perspectives and dimensions. Secondly, we focused on marketing and intelligent marketing literature to review. Thirdly, we use case study-through the collection of secondary data and in-depth interviews with senior executives. Then we deeply analyzed the marketing strategy of the case, including the marketing mix strategy, target marketing and cross-selling. Finally, we based on kinds of analysis, we proposed the conclusion:1.the characteristics of the resistor industry are distinct, market demand continues to grow, and competition is fierce. 2.the customer-oriented marketing strategies are implemented to provide a total solution. 3. only the development of niche products and the improvement of differentiation can help the company get rid of the Red Sea market. 4. attention should be paid to the operation and management of cross-selling, but its performance has not yet been fully reflected. The suggestions: 1. Strengthen Company R's overseas direct sales and distribution channels. 2. Master new technological trends to engage in the development of future-oriented products in advance. 3. Cultivate core technologies for key materials development. 4. Rely on the integrated strength of the group to continuously optimize procurement, manpower and production costs. 5. Inter-industry strategic alliances, and mergers and acquisitions.6.Develop intelligent marketing strategy and practice.
|Appears in Collections:||[2019智慧企業資訊應用發展國際研討會] Conference papers |
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