企业市场营销外文文献中文译文教学内容Word文档格式.docx
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new-techenterprisesplayanincreasinglystrategicroleinnationaleconomy,andalsomakegreatcontributetoprovidingadvancedproductsandservices,promotingtechnicalprogress,enlargingemploymentanddevelopingthenationaleconomiccompetitivepower.ButwhiletheymakeaSUCCESSuponadvancedtechnologyandhi-techproducts,theyusuallyputtoomuchemphasisolltechnologyadvantages,accordinglyneglecttheresearchandapplicationsofmarketingstrategyandmanagement,andthencausedtheMarketingMyopiaresultinginpassivenessevefldefeattothemanagement.Sohowtoexercisemodemmarketingtheories,researchandconstitutemarketingstrategyandpolicyoflIigh&
new-techenterprises,andprovidenecessarytheorybaseandsuppoaingtothemarketingproblemsofhiigh&
new-techenterprises,hassomerealitysignificanceandgeneralizeapplicationvaluetopromotecontinuance,healthyandrapidlydevelopmentofhigh&
new-techenterprises.
KEYWORDS:
high&
new-techenterprise,marketingstrategy,technicalmarketing,innovationofmarketingtheories
First,thescienceandtechnologyenterprisemarketingstrategy
Marketingstrategyistheenterpriseundertheguidanceofthemarketingconcept,theapplicationofmodernmanagementmethods,foraperiodoftime,thedevelopmentoftheoverallbusinessmarketingideasandplanning.Marketingstrategyconsistsofthreedifferentlevelsofcontent:
targetmarket,marketpositioningandmarketingmix.Theso-calledtargetmarketisthecompanyestablishedtoservecustomers.Theso-calledmarketpositioningisanenterprisecultivatecertaincharacteristicsfortheproduct,andestablishacertainimageoftheproduct,inthemindsofcustomersinordertoformaspecialpreference,itistoattackthetargetmarketpointofattackanddefensepointselection.Marketingmixistheenterprisetomeettheneedsofthetargetcustomergroupscanbecombinedcontrolvariables,offensivetargetmarket,occupythemarketpositioningoftheweapon,whichisthemarketingstrategy,accordingtothetraditional4Pconceptingeneral,includingproductstrategy,pricingstrategy,distributionstrategy,marketingstrategyandthestrategytogether.Inthissense.Theso-calledmarketingstrategyisbasedonpossiblebusinessopportunities,chooseatargetmarket,andtriestoprovideanattractivetargetmarketmarketingmix.Thus,thecorporatemarketingstrategyformulationshouldfirstdeterminethetargetmarketandmarketpositioningtosolvetheproblem,whenthetargetmarketandmarketpositioningclearlater,thefocuswillshiftmarketingstrategymarketingmix,thatis,theformulationofmarketingstrategies.Therefore,thischapterinscienceandtechnologyenterprisestargetmarketandmarketpositioningstrategyisbased,accordingtothelifecycletheoryandtechnologyacceptanceandtechnologyenterpriseshighlightthecharacteristicsoftechnicalmarketing,tostudyscienceandtechnologyenterprisemarketingstrategy.
Second,scienceandtechnologyenterprisemarketingstrategybasedonthestrategydeveloped
Thetraditionalviewthatstrategicdecisionstrategy,strategyisastrategicservice,anypolicyformulationandimplementationofthestrategyaretoensuretheimplementation,therefore,thepolicyshouldfocusonthedevelopmentofitsstrategicobjectivesbeam,asthetechindustrymarket-orientedenterprises,becauseitsproductsareusedtomeettheparticularpurposeoffunctionalproducts,anditsstrategyistodevelopstrategiesbasedonthetargetmarketandmarketpositioningstrategy.Targetmarketingstrategyreferstoenterprisesthroughmarketsegmentationchooseoneorseveralmarketsegmentsasitstargetmarket,specializingintheirdemandcharacteristicsandaccordingtoitscharacteristicstodesignappropriateproducts,thedevelopmentofappropriateprice,choosetheappropriatedistributionchannelspromotionandplanningofappropriatemeanstoachievetomeetcustomerneedsthroughcorporateearningstargetmarketmanagementactivities,includingnodifferenceintargetmarketing,differencesinconcentrationoftargetmarketingandtargetmarketingthreestrategiestype.Marketpositioningstrategyisdeterminedinthetargetmarket,thefirmisbasedonitsownstrengthandtargetcustomerrequirements,theenterpriseinthetargetmarkettodeterminethelocationofthestrategy.
(1)MarketSegmentation:
Marketsegmentationaimistofindmarketingopportunities,targetmarket.Asthefaceofscientificandtechnologicalproductsindustrymarket,themainconsiderationshouldbetheultimatecustomersoftheindustrycharacteristics,customerrequirementsandcustomersizeandotherfactors,marketsegmentation,marketsegmentationprocess,shouldadoptthe"
Bowling"
mode,firstfindorcreateenergytremendousutilityforcustomersorinterestsoftargetmarketsegments,andoffersinthismarketcanbenefitboththeproductorservicetogainafootholdintheirmarket(thefirstbowlingpins),throughthismarketontheuser'
soraladvocacyanddemonstrationeffect,andtheotherbasedonthemarketrelatedtothepotentialcustomerswillquicklybecomearealitycustomers,therebyformingachainreaction,andultimatelyachievethepurposeofexpandingthemarket.
(2)Targetmarketstrategy:
eachproductbasedonmarketsegmentation,andthenselectthetargetmarket,expandtheapplicationfields.Scienceandtechnologyenterprisesinthechoiceoftargetmarketstrategy,enterprisesshouldfullytakeintoaccountthepointofproductandmarketconditionstodetermine,becausescienceandtechnologyenterprise'
sproductsaregenerallyexcellentperformanceandtomeetthespecificpurposenon-homogeneousproducts,mostlyintheproducttheintroductionoflife-cyclestageandgrowthstage,therefore,shouldbethemaindifferencebetweenmarketingandchoosetofocusmarketingstrategy.
(3)marketpositioningstrategy:
marketpositioningistogivecompaniesinthetargetmarket,choosinganappropriatelocation,andprovideappropriateproductstomeetcustomerrequirements.Toachievethesegoalsdependsonthreefactors:
thecaseoftargetcustomersneeds,targetmarketconditionsandcompetitorsonthestrengthofenterprises,etc.,generallyusetheforwardpositionandreversepositioningtwokindsofstrategies.Themainmethodsofmarketpositioning:
positioningbasedonattributesandbenefits,basedonpriceandqualitypositioning,positioningaccordingtouse,accordingtouserlocation,basedonproductqualitypositioning,accordingtothecompetitivesituationinthevariousmethodsofpositioningandportfoliopositioning.Asatechnology-basedcompany'
smarketposition,itshouldbeinthemarkettoestablishasuperiorquality,highperformance,hightechnology,reliablequality,useaunique,leadingthedevelopmentoftheindustry'
sbrandimage,sothatcustomersfeelinherentintheproducttechnologycontent,brandvalueandusevalue,letthecustomerexperienceintothese"
intangibles"
isstampedintothemindsofthecustomerbecomesafeelingandimpression.Meanwhile,thetechnology-basedproductsinthesalesprocessisoftenaccompaniedbytechnicalsupportandtransferofscienceandtechnologyenterprisesbutalsointhemindsofourcustomersfirst-classtechnology,first-classproductsandexcellentservicemarketimage.
Third,scienceandtechnologyenterprisemarketingstrategy
Asmentionedabove,thelifecycleoftechnologyacceptancetheoryismainlyhigh-techproductsfortheconsumermarketthetypesofcustomersandthemarketcharacteristicsoftheresearchdoesnotfullyapplicabletotheindustrialmarketinhigh-techproducts,butforthemarketresearchindustry,high-techscienceandtechnologyenterprisesproducthasacertainsignificance,therefore,acceptthelifecycleofthetechnicaltheoryandcombiningthecharacteristicsofthemarketresearchindustrytodevelopmarketingstrategiesandtechnologyenterprisesinthetraditional4Pmarketingmixbasedonthetheoryoftechnicalsupportandservicemarketingstrategy,valuechainintegrationmarketingstrategy,marketingstrategyofsocialresponsibilityrole.
1,productstrategy
Traditionalproductoverallconceptthatanykindofproductarecomposedofthreeelements:
coreproducts,tangibleproducts(performance,brand,quality,appearanceandstyle,etc.)andadditionalproduct(additionalservicesandbenefits).Butasahigh-techproduct,itcanbedividedintothecoreproductorcoreinterests(theproduct'
scoreinterestsorfundamentalvalue),formthebasisoftheproductorproducts(physicalpresenceintheformofproductsorexternalmanifestations),expectedproduct(customersbuyproductsexpecttoreceivewhencloselyassociatedwithasetofcoreproductattributesandconditions),add-onproducts(withthepurchasebehaviorextendingadditionalservicesandbenefitsgenerated)andpotentialproducts(tomeetcustomerdemandforvaluepotentialbenefits)fivelevels.Dr.XiongWeifurtherstudiessuggestthathigh-techproductsofthe"
wholeproduct"
conceptisadynamicprocessofdevelopment,high-techproductsasawholeproductmodelFirst,youmustconfirmthecustomer'
scoreinterests(coreinterestsconfirmationstage);
thentounderstandthecustomer'
scoreinterests,developmentandproductionofhigh-techproductsmaterialized(materializedproductstage):
Thenthroughmarketingpackaging,productapplicationknowledgedissemination,andsomeanstoallowcustomersandpartnerstounderstandtheimplicationofthetrueva