企业市场营销外文文献——中文译文

Science and technology enterprises Marketing Strategy
ABSTRACT
With 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，enlarging employment and developing the national economic competitive power．But 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 caused the Marketing Myopia resulting in passiveness evefl defeat to the management．So 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—tech enterprises，has some reality significance and generalize application value to promote continuance,healthy and rapidly development ofhigh&new—tech enterprises．
KEYWORDS：high＆new-tech enterprise，marketing strategy,technical marketing，innovation ofmarketing theories
First, the science and technology enterprise marketing strategy
Marketing 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 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 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, 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 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 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 technology acceptance 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 developed The traditional view that strategic decision 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 products 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 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 corporate 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 target 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 consideration 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 of 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 customers 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 technology 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— homogeneous 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 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 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 situation 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 br and 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 sales 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 .
Third, science and technology enterprise marketing strategy
As mentioned 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-tech 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 on the theory of technical support and service marketing strategy , value chain integration marketing strategy，marketing strategy of social responsibility role 。

1 ，product strategy
Traditional 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 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 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 additional 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 ” c oncept is a dynamic process of development , high-tech products as a whole 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, 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，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 phase ) ; Thus ，high-tech products have been common features of the product has ，the last is the development of additional capacity
Based on the above analysis, development of science and technology enterprises of high-tech product strategy is as follows ：
（1 ）First，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 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 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 technical support and services that can help customers improve understa nding 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 accompanied 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 part 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 product's superior performance，quality and brand ，to reflect the first—class technology , a
Flow 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 product , product performance and
Customers 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 get
Premium services , improve customer loyalty .
（6 ) As an alternative characteristics of high—tech products ，once a functionally equivalent new products come out , the old production
Goods 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 cycle.
2 , pricing strategy
Overall, 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 taken ，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 contains 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 ’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 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 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 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. Sometimes 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 strategy。

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 price 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 follow the market pricing。

3, the distribution strategy
As 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 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 products 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 activities 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 needs
Products，customers，scene of some of timely and accurate technical information is 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 corresponding this complex , specialized sales. Thus, science and technology enterprises to use more direct way to promote their products ，in a sense , direct sales personnel marketing activities buyers and sellers information exchange, emotional communication ，knowledge exchange and commodity exchanges composite behavior . In marketing activities , and even to build sales, design , research and production of a combination of integration model, high-tech achievements and products to accelerate the commercialization process . Science and technology enterprises in international markets or a specific area of the market, you can choose with relevant expertise and influence in the industry of professional
agents , establish long—term cooperation with strategic marketing alliances or a close cooperative relationship ，as far as possible the use of hierarchical less professional sales agents . In today's society , the emergence of the Internet to give people the information exchange and communication provides a great convenience , as a leading high-tech development of science and technology enterprises in the marketing efforts should attach importance to the use of internet marketing . Network
Marketing，distribution advantage of low cost，interactive real-time communication ，so that enterprises can more easily and facilitate the establishment of the customer information system, which is unmatched by other traditional channels , the enterprise can be carried around the clock 24 hours and keep in touch with customers ，business product information can be the fastest way to deliver to the customer。

Internet Marketing for the development of the international market, reduce costs，improve efficiency even more significant role.
4 , promotion strategy
Corporate promotional activities , including advertising , sales promotion，publicity and personal selling，sales promotion ，etc. IV 。

Promotion will focus on：First, to allow customers to quickly and comprehensive understanding of the product , including its advantages , and the new value of applicability ; secondly , promotion to give customers technical support and guidance in order to attract customers, help customers choose to buy ; Finally，the goal is not only for the promotional needs of people ( users ），but also for those who recommend products and brands ( proponents ) ，but also for those who are going to buy from someone ( potential demanders ），for the industrial market sales , but also for its promotional objective decision-makers ，buyers , and information controller. According to the technology acceptance life cycle theory ，high—tech products into the market in the process，the key issue is to conquer the innovators and early adopters of these key customers, and then quickly across the " gap" phase , expanding customer base。

We must first determine a good target market and step into the market , selecting the right initial customers are high—tech products successfully entered the market and the rapidly expanding popularity of the key。

These key customers，including walking in front of innovational companies and individuals ，secondary developers ，an industry，an important opinion leaders and so on。

These key customers，the company can give some valuable feedback information for companies to improve new products, better capture the market ；Second，they may be secondary to the high-tech product development , will be derived from its use to other industries go to market to them to complete the redevelopment ；Finally ，the key customers in the market have a great voice , through their verbal communication，information can quickly spread to a wider range .
Based on the above analysis, development of science and technology enterprise promotion strategies are as follows ：
( 1 ）should pay attention to the role of propaganda
Institutes in science and technology for enterprises, often with the advent of new products and new results ，but has always maintained good cooperation with the government relations ，often a declaration or commitment to national and local levels, a major research departments ，all of which ，can become very good news materials ，public relations activities through news agencies reported ，please publicity ，these positive news for companies to improve their visibility and establish a good corporate image has a good effect ，if it is a new product reports，can also play a role in promotion and advertising ，may well be the innovators or early adopters
to try to buy a catalyst 。

Publicity with less expensive ，realistic strong features, especially for the early start of the science and technology enterprises ，is a good promotional tool.
（2 ）publicity and sales promotion matched
Sales promotion is a series of marketing activities directly stimulate buying in general. For example : special services before and after sales ，exhibitions，presentations and other marketing efforts and so on。

After the advent of new products and technology enterprises , through media coverage in the customer base may also play a role in its creation ，but for our customers choose to buy the new product in terms of its presentation is not enough, therefore , enterprises should promptly participate in industry associations seminars ，technical seminars , exhibitions and invite target customers organize product launches , etc。

seize the opportunity to introduce new products to our customers the performance ，characteristics and use of the benefits to the customer after . Fully as soon as possible to help customers learn about new products ，contributed to buy. In this way for early public fully understand the new products to help them determined to buy an important role ，is a new product across the " gap” quick access ” bowling alley ” phase of the important means. Attention should be paid in the sales promotion of opinion leaders and experts to play the advocacy role of opinion leaders is to have a say on the products and companies that can exert influence organizations and individuals 。

In the high-tech products in the market , and business —related marketing chain ( suppliers , distributors , wholesalers, retailers ) , venture capitalists , financiers , news reporters ，newspaper commentators , economic analysts ，lawyers, industry sector celebrities，to control the flow of information industry and the majority of users，etc。

, all have a say on the products and business professionals , executives are " opinion leaders " the most important part。

”Opinion leaders ” who pass on the information they received for processing , sorting，and then transmitted to the target customers enhanced , leaving the corporate and product information more timely , with the most easy to understand way to convey to the target customer hands ，so high sales results . Therefore，enterprises must be "opinion leaders” of the key players to establish contact , develop friendships ，ready to provide them with technological progress in the case ，held a conference，product information , technical demonstration seminars , experts explain to the audience the performance of new products, technology and development prospects . Their views ，views on the potential users of high—tech products is the most authoritative. Also note that in the sales chain to promote the marketing, sales promotion of the use of oral transmission , chain marketing is the use of old customer product sales campaign ，due to its use of interpersonal promotion , to a certain extent, accelerate customer product understanding of the process , so the success rate is very high，the effect is a better means of promotion ，of course ，the most important prerequisite for the corporate brand is the customer satisfaction and loyalty is higher.
（3 ）the proper use of the role of advertising
Advertising is mainly consumer goods major promotional tool , it is in the role of industrial supplies sales have created awareness , building understanding , provide clues proven effective reassurance functions such as technology—based products industry in terms of the market ，can in some professional journals on the proper conduct advertising and promotion, in order to build awareness and provide clues received results。

The role of advertising can expand the impact of new products to enhance public awareness of the early understanding and awareness of new products , a firm confidence in their decision-making ; On the other hand , it makes the public feel
that the late ，new technology has matured，paid products have been popular，the transmission of information through advertising ，you can establish in their minds a certain brand image, when you decide to purchase , also known company preferred products 。

However，in terms of the industrial market ，relying on advertising and promotion，it is difficult to allow customers to complete the purchase .
( 4 ) focus on the role of the use of personal selling
Personal selling is an enterprise by sending sales staff with one or more people who may become buyers talk to make an oral presentation to promote their products ，promote and expand sales。

Personal selling is the sales staff to help and persuade buyers buy certain goods and services in the process , because it is face to face with customers , you can put the performance and technical characteristics of the product delivered to the customer，can provide customers with consulting services to help customers solve a some technical issues ，while sales of high-tech products and technology enterprises is precisely the need for technical exchanges and services。

Thus，science and technology enterprises should pay special attention to the role of personal selling ，sales staff want to propose specific professional requirements ，making it capable technical marketing efforts，when necessary, please engage in new products and new technology research and development personnel "expert marketing” . Personal selling is the science and technology enterprises in the industrial market, the primary means of selling its high—tech products throughout every stage of market segmentation ，the other sales promotional tools only play a supporting role . Science and technology enterprises in high—tech products in various stages of the targeted market make other promotional work ，marketing and other means to make staff complement , play the greatest performance.
5 ，other marketing strategies
（A ）technical support and service marketing strategy
High—tech products for industrial markets , its tangible products often materialized some advanced technologies and processes , the technology is far greater than even their physical value-added product value . Thus, while the transfer of product sales ，often accompanied by the transfer of technology and support，product sales and technical support needs simultaneously。

On the other hand ，high—tech products of high technical level , complex structures , some of the technology is unprecedented and users of its technology performance, use is often unfamiliar，and high—tech products are often put into the market not long ，and sometimes it is inevitable that technical performance is not stable enough the situation ，which requires companies to establish a set of quality service system 。

In product sales , you should provide the appropriate technical advice and training to enable users of the products have a relatively well understood . After the sale of the product installation，maintenance and repair work should be dedicated to customer service . You can also help users on the basis of the original product ，increase the number of components or software ，to expand the functionality of existing products ，improve the technical level of the original product ，which not only makes users feel a strong sense of business , but also can induce users of high—tech products dependence ，creating demand for the future 。

( 2 ) Social Responsibility Promotion Strategy
Science and technology enterprises to implement CSR promotion strategy is mainly reflected in two aspects, one is to help solve social problems from the start, the public is most concerned about social issues into enterprises are most concerned about ，and to solve these problems and means。