The success factor of American semiconductor company website

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Business Function Description

1, convenient query function: Set up a variety of query tools, the National semiconductor company designed four different methods to enable engineers to find the information they need.

(1) Parameter query engine

(2) Text query

(3) Chart query

(4) Directory query

Customers can also choose to use the National semiconductor company's online catalog for inquiries, select their own interest in the category to see all the criteria for the search chip.

2, fast access to information and transaction functions: the establishment of product folders, the company for each product has set up a folder.

In a product folder, customers can find all the information related to this product, including datasheets, price information, software emulation, detailed technical descriptions, availability, and methods of ordering samples. Because the company's customers are busy engineers, they go to the company's website, just want to find what they want, and then quit.

3, real-time order and purchase function: Add the "Purchase Resources" site function to meet the purchase agent, buyers and other companies of different customer needs.

National Semiconductor company for purchasing agents, buyers and component engineers of different needs, in May 1998 specifically established the "Purchase Resources" site.

4, electronic mail tracking system function

(1) Automatic accurate delivery of e-mail: The State semiconductor company designed a control system that automatically transmits customer emails. When a customer sends an e-mail message, it is sent to the database and automatically sent to the appropriate department within the company based on the subject information of the message. The Mail guarantees a reply within 48 hours.

(2) Automatic tracking system: After an email from a customer enters the company, all processing information is automatically tracked and recorded. If the person who receives the message is unable to handle the transaction within the message or gives the customer a satisfactory response, the message is automatically routed to the employee who can reply to it effectively.

5, feedback system functions: Analysis of customer information on the Internet, to provide decision support.

The National semiconductor company has produced a software that analyzes the number of queries per product on a daily basis, the number of downloaded data sheets, and the number of samples requested, and establishes a relationship with the company's actual product sales, providing the company with an "early warning system" of what products are popular and what products are not. At the same time get competitor products and promotional information from customer emails and quickly transfer to the appropriate product managers and marketing managers.

6, personalized service function: the establishment of a large customer personalized website, and real-time ordering system connection.

National Semiconductor company for the company's major customers to set up personalized website, and personalized web site and real-time order status system connection. Customers can use these sites to review public information and ownership information such as company contract prices and lead times, as well as to obtain valuable information such as the latest preliminary product manuals, browse business-related white papers and application memos, and share customer engineering product developments.

V. Technical Risks and Solutions

At the beginning of the website construction, the National semiconductor company encountered many problems, these problems mainly come from the technical aspect, let us see how the National semiconductor company solves these problems.

1, the establishment of a unified Information Center: At the beginning of the establishment of the National Semiconductor company website, the website and all non-network, host-based data tables are connected, this increase in the number of people on the internet has caused problems.

2, in the Java language parameter query engine: When the National semiconductor company to determine the parameters query engine for the network must, the company and a small company called Cadis, to provide it with "reform funds", the development of Java-based parameter query engine.

3. Connecting the national Internet with Lotus Notes: The National Semiconductor Company's sales force automation system it contains all the customer databases of the National semiconductor company and tracks all contracts signed by the company's departments and customers.

4. Broadcast information to the whole company in the form of Focus report: Through this medium collect product-related information from the Internet, combine these materials with the information obtained from the manufacturing application, and then produce the charts that are played through the focus report.

5, for the website distribution and personalized preparation information: After running the product website 2.5, the National semiconductor company found that different product vendors to distribute, design, edit and send information to control the preparation of a better way.

VI. Observations and recommendations

So far, it seems hard to be picky about how the National Semiconductor Web site works, but any initial things have to be improved. Here is where the country's semiconductor companies need to improve in the future.

1, add more software simulation

While software emulation can now be downloaded from National Semiconductor websites, many of them can only operate in proprietary systems, and not all customers can access them. The website should provide a lot of information about the National semiconductor company's products, java-based software models and simulations so that engineers can enter their own parameters and display the results.

2. Building societies

When a client of a national semiconductor company visits its website, finds what it needs, and then leaves, it does the same thing on another company's website. Many of the customers face the same design problems and come up with solutions that might be useful to other designers. National Semiconductor companies should encourage customers to debate and mitigate technical differences in order to generate more online conversations that will make it easier for companies to improve their services.

3, perfect "design-get-manufacture" cycle process

Today, the National Semiconductor company fixed its design cycle process. But there is a time lag between the time the engineer chooses to detect a product and the time it is ordered, which is flawed in the sales channels of the customer organization-from the management organization to the manufacturing organization to the purchasing organization-and the National semiconductor company. Most national semiconductor companies sell their equipment through sellers. While the National semiconductor company has taken remarkable measures in selecting information from its sales channels, the National semiconductor company should now track the entire business process from selecting equipment to acquiring equipment to manufacturing, understanding customer difficulties and solving company problems.

Vii. concluding remarks-a great success for the National semiconductor company

The National Semiconductor Company's website has been a great success, through the recent 2.5 National semiconductor companies to design engineers, five independent survey results show that the design engineers online search product information and product technology site, the National Semiconductor company's website ranked first. Every month, up to 500,000 of engineers visit the company's website online. There are 40℅ customers to the site as a "bookmark", thereby explaining the importance of the site.