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