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，enlargin
2、g 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 then
3、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&new-te
4、ch 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 science and technology en
5、terprise 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 three different lev
6、els 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 the product , in th
7、e 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, occupy the market
8、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 is based on possibl
9、e 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 market positioning
10、 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 technology acceptanc
11、e and technology enterprises highlight the characteristics of technical marketing , to study science and technology enterprise marketing strategy.Second, science and technology enterprise marketing strategy based on the strategy developedThe traditional view that strategic decision strategy , strate
12、gy 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 products are used to meet
13、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 market , specializing
14、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 corporate earnings target mar
15、ket 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 target customer requiremen
16、ts, 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 consideration should be the ultim
17、ate 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 of target market segments , and offers
18、 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 users oral advocacy and demonstration effect, and the other based on the market related to the potential customers will quickly become a reality customer
19、s, 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 technology enterprises in the choice of target ma
20、rket 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- homogeneous products , mostly in the product the introduc
21、tion 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 appropriate location , and provide appropriate
22、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 positioning two kinds of strategies. The main m
23、ethods 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 situation in the various methods of positioning and po
24、rtfolio positioning. As a technology-based companys 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 brand image, so that customers feel inherent in the produ
25、ct 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 sales process is often accompanied by technical support and transfer of s
26、cience and technology enterprises but also in the minds of our customers first-class technology , first-class products and excellent service market image .Third, science and technology enterprise marketing strategyAs mentioned above, the life cycle of technology acceptance theory is mainly high-tech
27、 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 , t
28、herefore , 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 ch
29、ain 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 products ( performance , brand , quality, appearance and style , etc. ) and
30、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 man
31、ifestations ) , 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 d
32、emand 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 confir
33、mation stage ) ; then to understand the customers core interests , development and production of high-tech products materialized ( materialized product stage ) : Then through marketing packaging, product application knowledge dissemination , and so means to allow customers and partners to understand
34、 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, we must allow the market to establish expectations for the products ( expect established stage ) ; next
35、, 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 develo
36、pment of additional capacityBased 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-tec
37、h 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 h
38、igh 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 t
39、echnical support and services that 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 accomp
40、anied 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 p
41、art 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
42、-class technology , aFlow 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 pr
43、oduct , product performance andCustomers 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
44、 getPremium services , improve customer loyalty .( 6 ) As an alternative characteristics of high-tech products , once a functionally equivalent new products come out , the old productionGoods will be eliminated from the market, therefore, the future of high-tech products into maturity , the market s
45、hould be improved through technological innovation and product improvement , and constantly develop new uses and new features , extend its life cycle.2 , pricing strategyOverall, the science and technology enterprises , the general rely on the uniqueness of the product to occupy a certain market seg
46、ments, 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 policy .Share on pricing methods , generally cost-oriented , demand-oriented and competition -oriented three methods , science
47、 and technology enterprise products are generally used to meet the special needs of the market of high-tech new products, sometimes even contains some technologies and services specific product portfolio, customers buy products, but also have these advanced technologies and processes, therefore , th
48、e customer first value is the value of its properties and use , the price is a secondary factor , that product performance is the customer s decision to purchase the most important factors, therefore, recommended perceived value pricing , according to the customers perceived value to pricing, in ord
49、er to obtain higher returns. On the other hand , high-tech products are generally in the introduction and growth stage of new products, 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 profits : penetration pricing strategy is a low- price strategy, that i
