企业市场营销外文文献——中文译文参考word

1、Science and technology enterprises Marketing StrategyABSTRACTWith the coming of knowledge-based economy,higll&new-tech enterprises play an increasingly strategic role in national economy,and also make great contribute to providing advanced products and services，promoting technical progress，enlar

2、ging employment and developing the national economic competitive powerBut while they make a SUCCESS upon advanced technology and hi-tech products，they usually put too much emphasis oll technology advantages，accordingly neglect the research and applications of marketing strategy and management，and th

3、en caused the Marketing Myopia resulting in passiveness evefl defeat to the managementSo how to exercise modem marketing theories，research and constitute marketing strategy and policy of lIigh&new-tech enterprises，and provide necessary theory base and suppoaing to the marketing problems of hiigh

4、&new-tech enterprises，has some reality significance and generalize application value to promote continuance，healthy and rapidly development ofhigh&new-tech enterprisesKEYWORDS：high&new-tech enterprise，marketing strategy,technical marketing，innovation ofmarketing theoriesFirst, the scienc

5、e and technology enterprise marketing strategyMarketing strategy is the enterprise under the guidance of the marketing concept , the application of modern management methods , for a period of time , the development of the overall business marketing ideas and planning. Marketing strategy consists of

6、three different levels of content : target market, market positioning and marketing mix . The so-called target market is the company established to serve customers. The so-called market positioning is an enterprise cultivate certain characteristics for the product , and establish a certain image of

7、the product , in the minds of customers in order to form a special preference , it is to attack the target market point of attack and defense point selection . Marketing mix is the enterprise to meet the needs of the target customer groups can be combined control variables , offensive target market,

8、 occupy the market positioning of the weapon , which is the marketing strategy , according to the traditional 4P concept in general, including product strategy, pricing strategy , distribution strategy , marketing strategy and the strategy together . In this sense . The so-called marketing strategy

9、is based on possible business opportunities , choose a target market , and tries to provide an attractive target market marketing mix . Thus, the corporate marketing strategy formulation should first determine the target market and market positioning to solve the problem , when the target market and

10、 market positioning clear later , the focus will shift marketing strategy marketing mix , that is, the formulation of marketing strategies . Therefore, this chapter in science and technology enterprises target market and market positioning strategy is based , according to the life cycle theory and t

11、echnology acceptance and technology enterprises highlight the characteristics of technical marketing , to study science and technology enterprise marketing strategy.推荐精选Second, science and technology enterprise marketing strategy based on the strategy developedThe traditional view that strategic dec

12、ision strategy , strategy is a strategic service , any policy formulation and implementation of the strategy are to ensure the implementation, therefore , the policy should focus on the development of its strategic objectives beam , as the tech industry market -oriented enterprises , because its pro

13、ducts are used to meet the particular purpose of functional products , and its strategy is to develop strategies based on the target market and market positioning strategy. Target marketing strategy refers to enterprises through market segmentation choose one or several market segments as its target

14、 market , specializing in their demand characteristics and according to its characteristics to design appropriate products, the development of appropriate price , choose the appropriate distribution channels promotion and planning of appropriate means to achieve to meet customer needs through corpor

15、ate earnings target market management activities , including no difference in target marketing , differences in concentration of target marketing and target marketing three strategies type. Market positioning strategy is determined in the target market , the firm is based on its own strength and tar

16、get customer requirements, the enterprise in the target market to determine the location of the strategy .( 1 ) Market Segmentation : Market segmentation aim is to find marketing opportunities , target market. As the face of scientific and technological products industry market , the main considerat

17、ion should be the ultimate customers of the industry characteristics, customer requirements and customer size and other factors, market segmentation, market segmentation process, should adopt the " Bowling " mode , first find or create energy tremendous utility for customers or interests o

18、f target market segments , and offers in this market can benefit both the product or service to gain a foothold in their market ( the first bowling pins ) , through this market on the user's oral advocacy and demonstration effect, and the other based on the market related to the potential custom

19、ers will quickly become a reality customers, thereby forming a chain reaction , and ultimately achieve the purpose of expanding the market .( 2 ) Target market strategy : each product based on market segmentation, and then select the target market , expand the application fields. Science and technol

20、ogy enterprises in the choice of target market strategy, enterprises should fully take into account the point of product and market conditions to determine , because science and technology enterprise 's products are generally excellent performance and to meet the specific purpose non- homogeneou

21、s products , mostly in the product the introduction of life-cycle stage and growth stage , therefore, should be the main difference between marketing and choose to focus marketing strategy .( 3 ) market positioning strategy : market positioning is to give companies in the target market, choosing an

22、appropriate location , and provide appropriate products to meet customer requirements. To achieve these goals depends on three factors: the case of target customers needs , target market conditions and competitors on the strength of enterprises , etc., generally use the forward position and reverse

23、positioning two kinds of strategies. The main methods of market positioning : positioning based on attributes and benefits , based on price and quality positioning, positioning according to use , according to user location , based on product quality positioning , according to the competitive situati

24、on in the various methods of positioning and portfolio positioning. As a technology-based company's market position , it should be in the market to establish a superior quality , high performance , high technology , reliable quality, use a unique , leading the development of the industry 's

25、brand image, so that customers feel inherent in the product technology content , brand value and use value , let the customer experience into these " intangibles " is stamped into the minds of the customer becomes a feeling and impression. Meanwhile, the technology-based products in the sa

26、les process is often accompanied by technical support and transfer of science and technology enterprises but also in the minds of our customers first-class technology , first-class products and excellent service market image .推荐精选Third, science and technology enterprise marketing strategyAs mentione

27、d above, 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-tec

28、h 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 o

29、n the theory of technical support and service marketing strategy , value chain integration marketing strategy, marketing strategy of social responsibility role .1 , product strategyTraditional product overall concept that any kind of product are composed of three elements: core products , tangible p

30、roducts ( 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 product's core interests or fundamental value ) , form the basis of the

31、 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 addition

32、al 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 wh

33、ole product model First, you must confirm the customer's core interests ( core interests confirmation stage ) ; then to understand the customer's core interests , development and production of high-tech products materialized ( materialized product stage ) : Then through marketing packaging,

34、product application knowledge dissemination , and so means to allow customers and partners to understand the implication of the true 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,

35、 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 p

36、hase ) ; Thus , high-tech products have been common features of the product has , the last is the development of additional capacity推荐精选     Based on the above analysis, development of science and technology enterprises of high-tech product strategy is as follows :( 1 ) Firs

37、t, to ensure the product's 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

38、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 L

39、ord.( 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 can help customers improve understanding of new products , so that potential customers understand the product 's core

40、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 ef

41、forts, 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 im

42、prove the competitiveness of products .( 3 ) tangible product to reflect the product's superior performance, quality and brand , to reflect the first-class technology , aFlow value of the product . Through quality system certification, patent applications , certification authorities , creating f

43、amous 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 andCustomers using the function to achieve the desired properties and conditions , so that customers feel after purchas

44、e value for money.( 5 ) To continue to dig through technological innovation of high-tech products, the potential value of the product , so that customers getPremium services , improve customer loyalty .推荐精选( 6 ) As an alternative characteristics of high-tech products , once a functionally equivalent

45、 new products come out , the old productionGoods 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

46、 cycle.2 , pricing strategyOverall, 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 ta

47、ken , should not take low-cost policy .Share on pricing methods , generally cost-oriented , demand-oriented and competition -oriented three methods , science and technology enterprise products are generally used to meet the special needs of the market of high-tech new products, sometimes even contai

48、ns some technologies and services specific product portfolio, customers buy products, but also have these advanced technologies and processes, therefore , the customer first value is the value of its properties and use , the price is a secondary factor , that product performance is the customer '

49、;s decision to purchase the most important factors, therefore, recommended perceived value pricing , according to the customer's perceived value to pricing, in order to obtain higher returns. On the other hand , high-tech products are generally in the introduction and growth stage of new product

50、s, new product pricing strategies skimming pricing strategy , pricing strategy and satisfactory penetration pricing strategy , skimming pricing strategy is a high- price strategy is refers to the market early in the new products , price too high , so that in a short period of time to maximize profit

51、s : penetration pricing strategy is a low- price strategy, that in the new product into the market , the price is set too low, so that customers easily accepted , and soon opened and occupied the market, through economies of scale and experience curve gradually reduce costs, and ultimately achieve a

52、 low price ; satisfaction pricing strategy is a range between skimming and penetration pricing strategy . Set by the low price, but the price is higher than the penetration , is an intermediate price . Because of this pricing strategy enables producers and customers more satisfied with the name. Som

53、etimes called "gentlemen price" or "moderate prices ." As science and technology enterprises of new products , in the face of customers generally are innovators or early adopters , the price elasticity of demand is low, therefore , it is recommended to take skimming pricing strat

54、egy. From high-tech products in terms of features and functionality used , which is based on special features to meet specific customer needs in different areas , for different customers, but also can take differential pricing strategy . Science and technology enterprises in the development of the p

55、rice strategy, but also considering the products in which the specific stages of the life cycle and the market cycle , and competitors conditions and other factors , select the appropriate pricing strategy. For example : For has matured , the market is highly competitive products, you can take follo

56、w the market pricing.推荐精选3, the distribution strategyAs high-tech products and technology enterprises , usually for a particular purpose , non-standard chemical products in the market are mostly oriented industry market , often require salespeople or professional and technical personnel to customers

57、 about product performance characteristics, uses and use requirements , or even need installation, maintenance and after-sales service . Some high-tech products, carries a lot of advanced technology and processes , products and technologies are sold simultaneously , that is, the sale of some product

58、s is often accompanied by advanced technology and the transfer of technology , not so much selling a product, as it is sales techniques and processes , the need for pre-sales technical promotion, sale and after-sale technical guidance technology exchange and training , that is, in marketing activiti

59、es to be carried out a lot of technical marketing. Furthermore, customers often require some special requirements in depth on-site technical personnel of enterprises , tailored to customers to meet their special needsProducts, customers, scene of some of timely and accurate technical information is

60、passed back to the production department , and sometimes require on-site personnel involved in marketing the new product design, development and production process, even after repeated and improved in order to succeed. Thus, the complexity and high-tech products require specialized personnel and institutions engaged in the correspondi