科技型企业市场营销策略研究外文翻译资料

Science and technology enterprises Marketing Strategy

The life cycle of technology acceptance theory is mainly high-tech products for the consumer market the types of customers and the market characteristics of the research does not fully applicable to the industrial, market in high-tech products , but for the market research industry, high-tech science and technology enterprises product has a certain significance , therefore., accept the life cycle of the technical theory and combining the characteristics of the market research industry to develop marketing strategies and technology enterprises in the traditional 4P marketing mix based on the theory of technical support and service marketing strategy, value chain integration marketing strategy, marketing strategy of social responsibility role.

1, product strategy

Traditional product overall concept that any kind of product are composed of three elements: core products, tangible products

(performance, brand, quality, appearance and style, etc.) and additional product (additional services and benefits). But as a

high-tech product, it can be divided into the core product or core interests ( the products core interests or fundamental value ), form the basis of the product or products ( physical presence in the form of products or external manifestations ), expected product (customers buy products expect to receive when closely associated with a set of core product attributes and conditions ), add-on products (with the purchase behavior extending additional services and benefits generated ) and potential products ( to meet customer demand for value potential benefits ) five levels .Dr. Xiong Wei further studies suggest that high-tech products of the ' whole product ' concept is a dynamic process of development, high-tech products as a whole product model First, you must confirm the customers core interests ( core interests confirmation stage ) ; then to understand the customers core interests, development and production of high-tech products materialized ( materialized product stage ) : Then through marketing packagingroduct application knowledge dissemination , and value of products, at this stage, there must be an early innovators have started buying the product, which is key to the success of high-tech product strategy stage, we must allow the market to establish expectations for the products ( expect established stage ) ;next, you must complete the installation, commissioning , maintenance and other support services mechanism , simplifying the business processes, enhancing knowledge transfer work ( complete solution phase ) ; Thus, high-tech products have been common features of the product has , the last is the development of additional capacity

Based on the above analysis, development of science and technology enterprises of high-tech product strategy is as follows:

1. First, to ensure the products core interests and values in the

form of tangible products through to achieve tangible product contains high-tech products as much as possible the technical content and added value. High-tech products as much as possible reflect the core product functionality. Science and technology enterprises should give full play to its technological advantages, targeting the market demand for the development of targeted high technology, market demand urgent, good market prospects, high added value and competitive new products to develop new products and upgrading products Lord.

(2) as an additional product technical support and service of high-tech products in the market is the key to success. First, pre-sales technical support and services that I can help customers improve understanding of new products, so that potential customers understand the product s core values as soon as possible to help them determined to buy. Secondly, the scientific and technological products in the sales. process is often accompanied by a large number of technical support and transfer of science and technology enterprises should increase product technical support and service efforts, as much as possible to its technological advantage is reflected in the sales of add-on products. Technical support even become inseparable part of the:

product, allowing customers to purchase products at the same time, by receiving technical services to gain maximum benefit, in order to improve the competitiveness of products.

(3) tangible product to reflect the products superior performance, quality and brand, to reflect the first-class technology, a flow value of the product. Through quality system certification, patent applications, certification authorities, creating famous brand in the form of tangible products to enhance the value.

(4) As a high-tech product, the product should reflect the expected value of the product, product performance and customers using the function to achieve the desired properties and conditions, so that customers feel after purchase value for money.

(5) To continue to dig through technological innovation of high-tech products, the potential value of the product, so that customers get Premium services, improve customer loyalty.

(6) As an alternative characteristics of high-tech products, once a functionally equivalent new products come out, the old production. Goods will be eliminated from the market, therefore, the future of high-tech products into maturity, the market should be improved through technological innovation and product improvement, and constantly develop new uses and new features, extend its life cycle.

2, pricing strategy

Overall, the science and technology enterprises, the general rely on the uniqueness of the product to occupy a certain market segments, should focus on strengthening the unique nature of the product rather than reduce costs. It is generally expensive policies should be taken, should not take low-cost pol

剩余内容已隐藏，支付完成后下载完整资料

英语译文共 8 页，剩余内容已隐藏，支付完成后下载完整资料

资料编号：[609785]，资料为PDF文档或Word文档，PDF文档可免费转换为Word