Abstract:The memory chip is an indispensable key device for various intelligent terminal products such as personal computers, smart phones, tablet PCs, wearable devices, and important industries in various national industrial sectors. China has been a major consumer of semiconductor chips but most of China's semiconductor chips are dependent on imports, and among all chip companies Intel Corporation maintains the largest chip suppliers to China in the last decades. By analyzing the development history of Intel Corporation and the current situation in recent years to elicit the basic situation of Intel Corporation. It analyzes Intel's advantages and disadvantages, external opportunities and challenges Intel chip products face in the Chinese market to fully understand their own status and identify their positioning. After that, it analyzes the market trend of Chinese chip market and determines the main problems in the marketing process of Intel chip products in China and potential reasons behind it. In the end, the study concludes there are four possible ways to enhance its presence in semiconductor products in China.

Key Words：Branding；Cooperative marketing；PC market，B2B (business-to-business) marketing；Mobile computing device market

目录

摘要

Abstract

1 Overview-1

1.1 The history of Intel development-1

1.2 The current situation of Intel semiconductor chip products-5

2 SWOT Analysis-8

2.1 Strengths-8

2.1.1Branding-8

2.1.2 Research and Development-9

2.1.3 Sufficient Resources-10

2.2 Weaknesses:-10

2.2.1 The Expensive Intel Processors-10

2.2.2 The Mobile Market-11

2.3 Opportunities:-12

2.3.1 Great Potential of Chinese Market-12

2.3.2 Emerging Markets-12

2.4 Threats-14

2.4.1 Overseas Rivals-14

2.4.2 Chinese Rising Chip Makers-15

2.4.3 Chinese Government’s Regulation and Subsidies-16

3 Problems and Reasons-17

3.1 Problems-17

3.1.1 Slowing growth rate in PC market sales-17

3.1.2 Disappointment in the Mobile Market-18

3.1.3 The Price War between Intel and AMD-19

3.4 ARM Architecture Captures Large Market Share-20

3.2 Causes of the problems-20

3.2.1 Chinese government positioning-20

3.2.2 U. S Government’s Regulation-22

3.2.3 PC Market Growing in Mature Market While Smart Devices Market Becoming Emerging Market-23

3.2.4 Intel Chips Are Incompatible with ARM Architecture-23

4 Solutions and Recommendations-29

4.1 Ways to Eliminate the Concerns of Chinese Government-29

4.2 Ways to Remove Obstacles from US Government-30

4.3 Taking a New Marketing Strategy to Make Up for the Lack of Products in the Mobile Computing Device Market-31

4.4 To Increase Investment in Smart Chips in Artificial Intelligence, Robotics and Other Markets-32

5 Conclusion-33

References-35

致谢-46