科技型企业市场营销策略研究毕业论文外文文献翻译及原文.docx
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科技型企业市场营销策略研究毕业论文外文文献翻译及原文.docx
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科技型企业市场营销策略研究毕业论文外文文献翻译及原文
毕业设计(论文)
外文文献翻译
文献、资料中文题目:
科技型企业市场营销策略研究
文献、资料英文题目:
ScienceandtechnologyenterprisesMarketingStrategy
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翻译日期:
2017.02.14
ScienceandtechnologyenterprisesMarketingStrategy
ABSTRACT
Withthecomingofknowledge-basedeconomy,higll&new-techenterprisesplayanincreasinglystrategicroleinnationaleconomy,andalsomakegreatcontributetoprovidingadvancedproductsandservices,promotingtechnicalprogress,enlargingemploymentanddevelopingthenationaleconomiccompetitivepower.ButwhiletheymakeaSUCCESSuponadvancedtechnologyandhi-techproducts,theyusuallyputtoomuchemphasisolltechnologyadvantages,accordinglyneglecttheresearchandapplicationsofmarketingstrategyandmanagement,andthencausedtheMarketingMyopiaresultinginpassivenessevefldefeattothemanagement.Sohowtoexercisemodemmarketingtheories,researchandconstitutemarketingstrategyandpolicyoflIigh&new-techenterprises,andprovidenecessarytheorybaseandsuppoaingtothemarketingproblemsofhiigh&new-techenterprises,hassomerealitysignificanceandgeneralizeapplicationvaluetopromotecontinuance,healthyandrapidlydevelopmentofhigh&new-techenterprises.
KEYWORDS:
high&new-techenterprise,marketingstrategy,technicalmarketing,innovationofmarketingtheories
First,thescienceandtechnologyenterprisemarketingstrategy
Marketingstrategyistheenterpriseundertheguidanceofthemarketingconcept,theapplicationofmodernmanagementmethods,foraperiodoftime,thedevelopmentoftheoverallbusinessmarketingideasandplanning.Marketingstrategyconsistsofthreedifferentlevelsofcontent:
targetmarket,marketpositioningandmarketingmix.Theso-calledtargetmarketisthecompanyestablishedtoservecustomers.Theso-calledmarketpositioningisanenterprisecultivatecertaincharacteristicsfortheproduct,andestablishacertainimageoftheproduct,inthemindsofcustomersinordertoformaspecialpreference,itistoattackthetargetmarketpointofattackanddefensepointselection.Marketingmixistheenterprisetomeettheneedsofthetargetcustomergroupscanbecombinedcontrolvariables,offensivetargetmarket,occupythemarketpositioningoftheweapon,whichisthemarketingstrategy,accordingtothetraditional4Pconceptingeneral,includingproductstrategy,pricingstrategy,distributionstrategy,marketingstrategyandthestrategytogether.Inthissense.Theso-calledmarketingstrategyisbasedonpossiblebusinessopportunities,chooseatargetmarket,andtriestoprovideanattractivetargetmarketmarketingmix.Thus,thecorporatemarketingstrategyformulationshouldfirstdeterminethetargetmarketandmarketpositioningtosolvetheproblem,whenthetargetmarketandmarketpositioningclearlater,thefocuswillshiftmarketingstrategymarketingmix,thatis,theformulationofmarketingstrategies.Therefore,thischapterinscienceandtechnologyenterprisestargetmarketandmarketpositioningstrategyisbased,accordingtothelifecycletheoryandtechnologyacceptanceandtechnologyenterpriseshighlightthecharacteristicsoftechnicalmarketing,tostudyscienceandtechnologyenterprisemarketingstrategy.
Second,scienceandtechnologyenterprisemarketingstrategybasedonthestrategydeveloped
Thetraditionalviewthatstrategicdecisionstrategy,strategyisastrategicservice,anypolicyformulationandimplementationofthestrategyaretoensuretheimplementation,therefore,thepolicyshouldfocusonthedevelopmentofitsstrategicobjectivesbeam,asthetechindustrymarket-orientedenterprises,becauseitsproductsareusedtomeettheparticularpurposeoffunctionalproducts,anditsstrategyistodevelopstrategiesbasedonthetargetmarketandmarketpositioningstrategy.Targetmarketingstrategyreferstoenterprisesthroughmarketsegmentationchooseoneorseveralmarketsegmentsasitstargetmarket,specializingintheirdemandcharacteristicsandaccordingtoitscharacteristicstodesignappropriateproducts,thedevelopmentofappropriateprice,choosetheappropriatedistributionchannelspromotionandplanningofappropriatemeanstoachievetomeetcustomerneedsthroughcorporateearningstargetmarketmanagementactivities,includingnodifferenceintargetmarketing,differencesinconcentrationoftargetmarketingandtargetmarketingthreestrategiestype.Marketpositioningstrategyisdeterminedinthetargetmarket,thefirmisbasedonitsownstrengthandtargetcustomerrequirements,theenterpriseinthetargetmarkettodeterminethelocationofthestrategy.
(1)MarketSegmentation:
Marketsegmentationaimistofindmarketingopportunities,targetmarket.Asthefaceofscientificandtechnologicalp
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