An analysis of the factors influencing marketing performance of semiconductor manufacturers in China
by Jin Chen, Xiaojun Li
International Journal of Technology Marketing (IJTMKT), Vol. 1, No. 3, 2006

Abstract: This paper focuses on the decomposition of the factors influencing marketing performance of semiconductor products. The four dimensions that influence the marketing performance of semiconductor product are production infrastructure resource, customer–supplier relationship, marketing channel and customer service. Our findings suggest that all the dimensions are found to have influences on the marketing performance of semiconductor product except marketing channel. In detail, the key factors that influence marketing performance of semiconductor product are emergency treatment systems in production, support from top management teams, shortening production cycle time, insistence on honesty and morality, satisfying mutual benefit, rapid confirmation to order, on-time delivery rate and customer satisfaction to supplier's introduction of product and service.

Online publication date: Sat, 03-Jun-2006

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