subject: Reflect The Quality Of Technical Service Brand More Attention Semiconductor - Semiconductor - [print this page] Limited and Chairman of Pyeongtaek large Limited and Chairman of Pyeongtaek large
The United States, Greater China General Manager of Broadcom Liang Yi
Fujitsu Micro Electronic Corporate Planning and Marketing Senior Manager, Asia Pacific, Cao Miao
Xilinx Asia Pacific director of marketing and application of the Loess
TriQuint Ting Xiong, general manager of Freescale's China-related head
In general, the semiconductor industry is the "end consumer brands Hou Momo's devotee." Therefore, the view that the semiconductor manufacturers to build less important brands. However, in some of the more unique products on the market, the semiconductor company's brand through the remodeling business, and to get into the end-consumer perspective, gaining a greater leadership and influence. From this point on, the brand has actually become a semiconductor containing products, performance, quality, service, corporate culture, corporate strategy, corporate social responsibility synthesis.
Brand is the product of the enrichment technology and services
Semiconductor brand to measure the ultimate customer satisfaction and to establish close ties.
support brand building and reputation is a fundamental long-term development.
Xiong Ting: I think the semiconductor industry's brand is very important. Brand image on the one hand, through the operations, and the other is by a proven track record and recent performance embodied. I think for the semiconductor industry, the latter is more important, brand reputation and rely on word of mouth to accumulate. For example, if a company does not continue out of stock, it's brand image would not have negative impact in this regard; And if a company's price continued higher, its brands will be with this label.
That TriQuint, most customers would think that with good products and there have been no stock-outs, but the price a little expensive. We focus on innovation and quality, this is our brand today.
We will continue to take positive measures to further promote the brand image of TriQuint, such as credit accumulation, media exposure, technical processes, community sites and university programs and so on. But for industrial brands, we are not as many consumer brand of propaganda. Measure of a semiconductor brand, I think that customer satisfaction with the establishment of close ties. In other words, we need it most when the customer provide the most appropriate product.
In addition, we do not intend to intervene in the consumer level, to build brand image. Because of some semiconductor products play a key role in the system, these companies are willing to bypass the system integrators, consumers set up in the banner.
Loess: Brand building is a long-term project. At present many well-known global brand image is often over several generations or a hundred years before the formation of the accumulation. Xilinx has been insisting to continue the innovation as an effective way to enhance the brand image, while that brand reputation is supporting the establishment and long-term development of the fundamental.
In FPGA (field programmable gate array) in the field, the brand is more important for enterprises. In the last 20 years, there have been new businesses trying to enter the FPGA area, but most have failed. This is because the field has been formed in the FPGA, two or three companies dominate the situation, it also reflects the customer for product quality, service and brand reliance.
