科技型企业市场营销策略研究d technology enterprises marketing strategy市场营销外文文献及译文本科论文.docx
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科技型企业市场营销策略研究d technology enterprises marketing strategy市场营销外文文献及译文本科论文.docx
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科技型企业市场营销策略研究dtechnologyenterprisesmarketingstrategy市场营销外文文献及译文本科论文
本科毕业论文
外文文献及译文
文献、资料题目:
Scienceandtechnology
enterprisesMarketing
Strategy
文献、资料来源:
TwitterMarketingForDummies
文献、资料发表(出版)日期:
2004.4
院(部):
商学院
专业:
市场营销
班级:
营销
姓名:
学号:
指导教师:
翻译日期:
外文文献:
ScienceandtechnologyenterprisesMarketingStrategy
scienceandtechnologyenterprisemarketingstrategy
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):
Thenthroughmarketingpackagingroductapplicationknowledgedissemination,andsomeanstoallowcustomersandpartnerstounderstandtheimplicationofthetruevalueofproducts,atthisstage,theremustbeanearlyinnovatorshavestartedbuyingtheproduct,whichiskeytothesuccessofhigh-techproductstrategystage,wemustallowthemarkettoestablishexpectationsfortheproducts(expectestablishedstage);next,youmustcompletetheinstallation,commissioning,maintenanceandothersupportservicesmechanism,simplifyingthebusinessprocesses,enhancingknowledgetransferwork(completesolutionphase);Thus,high-techproductshavebeencommonfeaturesoftheproducthas,thelastisthedevelopmentofadditionalcapacity
Basedontheaboveanalysis,developmentofscienceandtechnologyenterprisesofhigh-techproductstrategyisasfollows:
(1)First,toensuretheproduct'scoreinterestsandvaluesintheformoftangibleproductsthroughtoachievetangibleproductcontainshigh-techproductsasmuchaspossiblethetechnicalcontentandaddedvalue.High-techproductsasmuchaspossiblereflectthecoreproductfunctionality.Scienceandtechnologyenterprisesshouldgivefullplaytoitstechnologicaladvantages,targetingthemarketdemandforthedevelopmentoftargetedhightechnology,marketdemandurgent,goodmarketprospects,highaddedvalueandcompetitivenewproductstodevelopnewproductsandupgradingproductsLord.
(2)asanadditionalproducttechnicalsupportandserviceofhigh-techproductsinthemarketisthekeytosuccess.First,pre-salestechnicalsupportandservicesthatcanhelpcustomersimproveunderstandingofnewproducts,sothatpotentialcustomersunderstandtheproduct'scorevaluesassoonaspossibletohelpthemdeterminedtobuy.Secondly,thescientificandtechnologicalproductsinthesalesprocessisoftenaccompaniedbyalargenumberoftechnicalsupportandtransferofscienceandtechnologyenterprisesshouldincreaseproducttechnicalsupportandserviceefforts,asmuchaspossibletoitstechnologicaladvantageisreflectedinthesalesofadd-onproducts,Technicalsupportevenbecomeinseparablepartoftheproduct,allowingcustomerstopurchaseproductsatthesametime,byreceivingtechnicalservicestogainmaximumbenefit,inordertoimprovethecompetitivenessofproducts.
(3)tangibleproducttoreflecttheproduct'ssuperiorperformance,qualityandbrand,toreflectthefirst-c
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