英特尔处理器在华营销营销策略分析

　　摘 要

　　曰益发展的互联网给经济社会带来了巨大的变化,并且这种变化还将进一步深化。它改变了传统的商业模式,人们的日常生活、学习、工作等,成为推动全球经济发展的重要动力。尤其是移动互联网的发展所带来的影响更为深刻,正在改变众多行业的格局。而推动社会向数字化与信息化迈进的真正动力来源于信息科技不断创新和信息产品不断革新,这其中处理器(CPU)作为众多信息产品的关键原件之一功不可没。美国半导体芯片设计制造公司英特尔(Intel)于1971年制造出全球第一颗微处理器Intel 4004,由此引发了计算机和互联网革命,从而推动世界发生了深刻的变化。

　　英特尔在1980年代将企业发展方向指向处理器,在接下来的十年间英特尔得到空前增长,成为最主要和最具盈利能力的个人计算机产业的硬件供应商,并在1992 —跃成为全球最大的半导体厂商且一直保持至今,这也充分说明了处理器在信息产品中的核心地位。处理器除了用于个人计算机(PC),还被广泛用于服务器、数据交换机、平板电脑和智能手机等电子产品中。可以说引领信息化潮流的新兴智能电子产品都离不开与之相匹配的处理器的支持。

　　根据一些专业统计机构的统计数据可以看出传统PC市场已经进入饱和期,未来几年经过小幅下滑之后进入稳定期,很难再出现明显的增长。而新兴平板电脑和智能手机市场则不同,会有很大增长空间。另外,一些新的智能终端会不断涌现,并被逐步运用到传统行业中,对传统行业产生很大甚至是颠覆性的影响。再有就是从世界主要国家的经济增长表现来看,中国依然处于高速增长时期,我国电子信息产品进出口也在持续增长,说明中国电子信息产业市场前景广阔,发展势头良好。中国这个充满活力的市场对众多电子信息行业的企业来说,其重要地位不言而喻。

　　本文首先运用PEST分析模型对处理器行业市场宏观环境进行分析,从行业宏观市场环境角度对处理器市场现状、产品结构及应用进行深入分析。过去的2013年,对世界各国的经济发展都是充满挑战的一年,除了中国7. 8%的高增长率以外,美日韩在2%左右,西欧国家不到1%有的是负增长,多国经济还没能从2008年的全球金融危机的泥潭中完全走出来。通过对宏观环境四大因素的分析看出,中国国内政治稳定、相关法律法规健全、产业规划政策明确;经济发展形势良好;社会秩序井然、社会观念与时俱进;信息科技发展迅猛。处理器作为电子信息产品的关键原件必将在中国这个强大的市场推动下得到更快更好的发展。

　　紧接着釆用波特五力模型对处理器市场的竞争状况进行详细深入分析,充分理解来自五大方面的威胁,得出英特尔面临的最大竞争是来自行业内现有竞争者。并结合中国区电子信息产品市场现状,分析中国区处理器现有市场竞争与维护和潜在市场发掘。

　　再接着对英特尔企业内部环境进行分析,其目的是为了清楚识别英特尔内部的优势与劣势以便充分掌握企业自身现状。继而运用SWOT分析模型,基于市场宏观环境分析、波特五力模型寻找重点竞争分析、企业内部环境优劣势分析的结果,进行综合分析,进一步分析英特尔处理器在行业内现有竞争和中国区处理器市场面临市场机遇及挑战,为英特尔处理器中国区市场营销战略选择提供有力依据。

　　最后根据SWOT模型以及中国区市场现状与潜力分析的结果决定英特尔在中国区的企业战略,并依据此战略作出英特尔处理器中国区市场营销战略选择;进而采用4P营销理论就英特尔处理器中国区市场营销战略实施进行论述。

　　关键词:Intel处理器;PEST分析;五力模型;SWOT分析;营销战略

　　Abstract

　　Internet has made significant change to the world, and the change is speeding up andoverwhelming. It has not only modified traditional business model, but way of people'sstudy, work, living,communication and relaxation etc. it becomes much powerful engine todrive global economy development. Especially in the past few years, Mobile Internet hasbeen developed rapidly and applied widely, it's really impacting many industries. To drivethe world towards digitization and informatization, it does need information technology andits related products continuous innovation,as one of core components for most of electronicproducts, CPU has contributed much more and keeps contributing.

　　Intel, the world famous America semiconductor chip design and manufacturingcompany,had ever designed and manufactured the global first CPU Intel4004, since thencomputing technology and internet revolution had been triggered, and the world has beenchanged profoundly as well. In the 1980s,Intel top management decided CPU as Intel corebusiness, and in the following decade, Intel made an unprecedented growth and becamemajor and most profitable computing hardware supplier, it led Intel to be the biggestsemiconductor company up to now, this obviously indicates the importance of CPU to theinformation products. CPU can be widely used for multiple products, such as, personalcomputer, server, data switcher, tablet and smart phone and so on. There is no doubt, mostproducts have to rely on CPU to realize their fantastic functionalities.

　　It's reported by some statistics, PC market has almost been in period of saturation, infollowing few years,it will be lightly down trend and finally stable, it's really difficultrebound any more. However, the tablet and smart phone market still has much space forgrowth. Moreover, new more intelligence products will come forth and be applied to moreand more traditional industries, and could even make completely transformations to theindustries. From the world economy development view, China is still under developing andgrowing at high speed, information products trade continuously increasing, and it showspromising and good development momentum. China market,which is full of vigor,is veryimportant market for all information technology industry companies.

　　In this paper, the author firstly used PEST, which is macro-environmental analysis tool,to analyze CPU market from macro environment perspective for current situation andproducts categorization and application. The past 2013 was most challenging year for theworld economies, almost all of them were just increasing at very low or even minus rate,theUS, Japan and South Korea at 2% around and west Europe near to 1% or negative, but Chinastill at very high rate 7.8%, west economies still not fully recovered from global financialcrisis 2008. Through PEST four factors analysis found that in China, political stability well,economic growth fast, social in good order and social concept keeps pace with times,information technologies in rapid development. CPU, as key component for informationproducts, must be having well growth in China market.

　　Secondly, moved on to CPU market competition analysis by using Michael Porter'sFive Forces Model, to have better understanding about threats from five forces and clearlysee the biggest competition comes from those companies who are in the same industry. Andbased on China market current status, did a stu4y for CPU market competition and potentialmarket development.

　　Thirdly focused on Intel company internal environment analysis, the purpose is tofigure out Intel's strengths and weaknesses for the sake of having full picture of company'sstatus quo,And then applied SWOT to further and overall analysis on top of PEST, Michael Port'sFive Forces and Intel company internal environment analysis to come up witii Intel CPUChina region strategy, which will be guiding China region marketing strategy.Finally gave detailed explanation on how to choose Intel CPU China region marketingstrategy and its implementation by following the Marketing Theory of 4Ps.

　　Key words: Intel CPU, PEST, Five Forces model,SWOT,marketing strategy
 

　　目 录

　　第1章绪论

　　1.1 Intel企业简介

　　1.2研究背景及问题的提出

　　1. 2.1研究背景

　　1. 2. 2问题的提出

　　1.3研究的主要内容、目标与方法

　　第2章Intel处理器

　　2.1处理器概念

　　2.1.1处理器的定义

　　2.1. 2处理器架构

　　2.1. 3处理器发展简史

　　2.1. 4处理器主要厂商

　　2.2 Intel处理器分类及其应用产品

　　第3章Intel处理器市场环境分析

　　3.1Intel处理器市场宏观环境分析

　　3.1.1 PEST理论简介

　　3.1. 2 Intel处理器宏观市场环境分析

　　3.2Intel处理器市场竞争分析

　　3.2.1Intel处理器市场

　　3. 2. 2 Intel处理器市场竞争波特五力模型分析

　　3.3Intel处理器中国市场现状分析

　　第4章Intel企业内部环境分析

　　4.1 Intel企业内部环境分析

　　4.1. 1企业内部环境分析理论简介

　　5.1.2Intel企业内部环境分析

　　第5章Intel处理器SWOT分析

　　5.1 Intel处理器SWOT分析

　　5.1. 1 SWOT理论简介

　　5.1.2SWOT 分析

　　第6章Intel处理器中国区市场营销战略分析

　　6.1Intel中国企业战略

　　6.1.1企业战略与市场营销战略概念介绍

　　6.1. 2市场营销战略与企业战略的关系

　　6.1.3Intel中国企业战略

　　6.2Intel中国区市场营销战略选择

　　6.2.1Intel中国区市场营销战略目标

　　6.2.2STP市场定位理论简介

　　6.2.3Intel处理器中国区市场STP战略

　　6.3Intel处理器中国区市场营销战略实施

　　6.3.14P营销理论简介

　　6.3.2Intel处理器中国区市场营销战略实施

　　结论

　　致谢

　　参考文献