摘要:本论文首先对AMD企业的发展现状进行了分析，详细阐述了AMD企业的内外部竞争优势及主要产品介绍；进而提出了AMD企业的营销战略选择、网络营销战略设计和绿色营销计划的制定等内容。
文章参考了AMD企业自1998年至2007年近10年内的大量经营状况与管理实例，通过营销案例的分析，更深一步的了解了AMD企业的管理策略与经营理念。从而更好地来分析AMD企业自身的优势与劣势，制定最适合AMD企业自身发展的战略规划和营销战略。
面对强大的竞争对手英特尔公司，AMD没有采取增加广告宣传和扩大产品推广的传统模式，而是将节省下来的资金投入到新技术和新产品的开发中。最终，AMD凭借领先的技术优势和成功的网络营销战略战胜了英特尔，取得了一次又一次的胜利和连年增长的利润。
论文最后所提到的“绿色营销”的概念，对于包括AMD公司在内的世界各行业企业都具有重要的现实意义。
关键词：规模优势；竞争差异化分析；绿色营销
Abstract:Firstly, this thesis analyzes the status of AMD; and then discusses the advantage and disadvantage of AMD and its main products. Lastly, it presents the marketing stategy, the design of the network marketing strategy and the green marketing plan and so on according to the analysis of AMD.
This thesis refers to ten-year operating status of AMD from 1998 to 2007 and its management examples. Through the elaborate analysis, the appropriate strategic planning and marketing strategy are presented for AMD.
Facing the biggest competitor Intel Corp, AMD doesn’t adopt the treaditional mode which inceases the AD promotion and exploits the new marketing places. Instead, it saves the capital to invest in its R&D and new Products. Finally, AMD wins this game and gets the growing profits consecutively by skill advantage and successful network marketting stategy.
The concept "green marketing" refers in the last part of the thesis is universal applicable for all firms of different lines including AMD.
Key words: Economic scale advantage; Competive differences analysis; Green Marketing.
Key Words：Scale advantages；Differences analysis of competiveness；Green Marketing
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