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Study on Selection of Target Market of Technological Innovation

Author: LiuLiXia
Tutor: SunXiXiang
School: Wuhan University of Technology
Course: Business management
Keywords: Technological innovation Market segmentation Target market selection
CLC: F273.1
Type: Master's thesis
Year: 2006
Downloads: 265
Quote: 1
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Abstract


Associated with the transformation of the mode of economic growth, China's enterprises can no longer simply rely on cheap raw materials and labor resources to gain a competitive advantage in the market competition. Technological innovation has become the focus of Government, society and enterprises, and occupies a very important position in the social life. The disadvantage of enterprise technology innovation not only in the lack of technological innovation capability and insufficient resources., Is also reflected in the innovative blindness. How to overcome the blindness of the inputs, so that the limited resources to obtain the effective output of the current problems to be solved. In recent years, the business community and the academic community have come to realize market-oriented technological innovation is the to overcome innovation blindness effective means. The present study also less involved in how to make concrete up of a combination of technical innovation and marketing, resulting in a lot of technological innovation still did not escape the fate of market languished. Only in-depth market research, carefully study the situation and the characteristics of the consumer demand, choose the right target market, a reasonable market positioning to make technological innovation in the survival and development of enterprises play their own magic. In this paper, after combing the original research of the majority of scholars, try to conduct a study of technological innovation, target market selection. First, the analysis of technological innovation, market segmentation strategy. That technology innovation and market segmentation variables should be selected as the main variable behavioral variables, geographic area variables, demographic and social variables, and psychological variables as auxiliary variables. Should be noted that the index selection and innovation in the breakdown process multiple indicators combined market segmentation. Effective market segmentation addition to accessibility, profitable and measurable outside for technological innovation, to make it consistent with the whole industry trends and meet the interests of the community as a whole. Then, the analysis of the strategy of the evaluation and selection of technical innovation and market segments. On the basis of the classic marketing theory, the combination of the particularity of technological innovation, that technological innovation can be based on the novelty of technological innovation, new technology is dependent on the outside world, the potential size of the market segment, market growth, market segments detailed assessment of the segments of the technological innovation with the the organizational adaptability five indicators. The target market selection process of technological innovation to the advantage of enterprise itself and the target market, product, price, channel, promotion and analysis of the various factors of demand. When the formation of resonance between the two is the right target market. Finally, specific technological innovation target market selection strategy of influencing factors analysis.

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CLC: > Economic > Economic planning and management > Enterprise economy > Production management > Enterprise Technology Management
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