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High-tech Industry Marketing Strategic Research in China

Author: LiaoXueLian
Tutor: WuSi
School: Wuhan University
Course: Business Administration
Keywords: High tech Strategic vision Marketing Product Innovation
CLC: F274
Type: Master's thesis
Year: 2005
Downloads: 334
Quote: 1
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Abstract


The high-tech enterprises facing market uncertainty, technology uncertainty and the uncertainty of the competitive environment, traditional marketing tools have been enough to cope with the needs of high-tech enterprises. Standard marketing tools, such as marketing 4P (product, price, place, promotion) still applies, but need to make the appropriate adjustments to the inherent uncertainty of the high-tech environment. This article focuses on the first P - (product), is the soul of the high-tech enterprises, is the basis of the other three P, only good solution comes to high-tech product innovation to sustainable development capability. The primary purpose of this paper is to provide a framework for the marketing decision-making in the high-tech environment, to help understand the general characteristics of the high-tech environment, improve the high-tech products, product marketing ability to resist risks. This paper describes the characteristics of the high-tech product marketing, and evaluation of the gap between China's high-tech enterprises and multinational corporations from the height of the country's competitiveness. On this basis, design a high-tech marketing framework with Chinese characteristics, to adapt to the conditions of our country. The framework consists of four basic elements: a market-oriented (customer focus), internal marketing environment, external marketing environment, product marketing strategy. Refining the five boundary conditions, pointing out that the role of the internal and external environment of the enterprise should be how to choose the constraints of the five conditions of the core strategic vision, product strategy and product line strategy and vision guidance, as well as the corresponding product marketing strategy. Competitive advantage as well as other sources, such as firm size, corporate assets, but today, competitive advantage increasingly prefer to take advantage of the knowledge, skills and experience to develop new products, processes and services company. So, here is the link between innovation and high-tech enterprise marketing strategy, innovation is rooted in the life of the high-tech enterprises, as if the blood of high-tech enterprises; marketing strategy is a high-tech enterprise nervous system, both are indispensable, complementary. Innovation is not just the application platform development platform development of new products and product lines, the marketing strategy is not only reflected in how to sell the product to the target customers, they are reflected in all aspects of the operation of enterprises, from the day-to-day management to the corporate culture establishment requires co-ordination between the two in order to make the continued health and growth of enterprises.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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