企业市场营销外文文献中文译文教学内容.docx

企业市场营销外文文献中文译文教学内容.docx

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企业市场营销外文文献中文译文教学内容

ScienceandtechnologyenterprisesMarketingStrategy

ABSTRACT

Withthecomingofknowledge-basedeconomy,higll&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