The Product Innovation and Marketing Strategy of a Newly SSD IC Design House - Using a K Company as an Example

• Main Authors: CHIU, CHIU-HSIN, 邱垂信
• Other Authors: GOO, YEONG-JIA
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/xm97yu

碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 105 === Cisco Global Cloud Index predicts that cloud traffic data will grow four times from 2014 to 2019. The major driving force of cloud industry includes rapid development in personal cloud storage, public cloud services, and IoT (Internet of Things), resulting massive efficient storage media. With the tremendous demands for data storage, the storage disk function regarding to capacity, speed, noise, anti-seismic and power consumption becomes critical. The solid state disk (SSD), which adopts NAND memory technology, could meet consumer needs fully. Thus, SSD potential markets are huge and the upward trend is obvious. Many IC design firms have invested lots of money to develop new SSD technologies to meet customers’ requirement. The NAND flash cost structure determines the SSD market penetration rate. The trend of SSD strategy tends to adopt destructive innovation to replace traditional HD products. In this study, a newly SSD IC design firm in Taiwan is investigated with depth interviews. Industry five force, SWOT, competitive strategy, and marketing analysis are addressed. The results are summarized as follows: 1.Under cliché market, the development of innovative SSD product specifications and embedded-DRAM needs to reduce production costs and product differentiation. 2.The SSD firms need to increase customer satisfaction on product and service. Through 4P marketing perspective, The firms need to enhance marketing strategy and innovate competitive advantage. 3.The five major key success factors of a SSD IC design house, in important order, are product quality, product price, technical support in after-sales service, diversified products and talent team. Over the years, the mainstream storage has evolved from the traditional HDD to SSD. In a competitive SSD market, IC design house should understand their competitive advantages, key success elements and innovative marketing strategy.