科型市營略究ScienceandtechnologyenterprisesMarketingStrategy-市營外文獻(xiàn)譯

本科業(yè)論外文文獻(xiàn)及譯文文獻(xiàn)、料目：

ScienceandtechnologyMarketing文獻(xiàn)、料源：

Twitter文獻(xiàn)、料表（出）期：

2004.4院（部：

商學(xué)院專班姓學(xué)

業(yè)：級：名：號：

市場營銷營銷指導(dǎo)教：

建大畢論外文及文翻譯日期

建大畢論外文及文外文文獻(xiàn)：ScienceandtechnologyenterprisesMarketingandtechnologymarketinglifecycleacceptancetheoryishigh-techproductsforconsumertheofthetothehigh-techproducts,butforresearchindustry,high-techandtechnologyenterprisesproducthasacertainsignificance,thereforeacceptlifecycleoftheoryoftheindustrytomarketingenterprisesinthetraditional4Pmixonofsupportandservicemarketingvaluemarketingstrategy,marketing.1,productoverallanyproductcomposedthree,tangible(,,appearancestyle,etc.)andadditionalproduct(additionaland).Butasaitcanintoproduct(theorfundamentalvalue),thebasisproductorproductsproductsmanifestations,(buyproductsexpectwhenwithproductattributesandconditions),add-on(withpurchaseextendingbenefits)(tomeetdemandvaluepotentialbenefits)levelsDr.Xiongsuggestthathigh-techof"wholeproduct"isprocessofhigh-techproductsproductmodelFirst,youmustconfirmthecoreinterestscore);tocustomer'sdevelopmentproduction1

建大畢論外文及文high-techproducts(productstage):Thenthroughmarketingpackagingroductapplicationsomeanstoallowcustomerspartnerstoimplicationtrueofatthis,mustearlyhavekeysuccessofproductwemusttoestablishexpectationstheproducts(established);thecommissioningothersupport,thebusinessprocesses,enhancingtransfer();,high-techproductscommonoftheproduct,isthedevelopmentofcapacityBasedontheaboveanalysis,developmentscienceandenterprisesofhigh-techproductisfollows(1)tothevaluestheofthroughtoproductcontainsproductsmuchthetechnicalvalue.High-techproductsmuchreflectproductandenterprisesfullplaytechnologicalthedemandforthedevelopmenttargetedhightechnology,demandurgent,prospectsaddedvalueandnewnewproductsLord.(2asanproducttechnicalserviceproductsinkeysuccess.First,technicalandhelpimproveunderstandingthatunderstandproduct'svaluesassoonaspossiblethemdeterminedto.Secondly,thescientificandtechnologicalinprocessisanumberofsupportscienceenterprisesshouldincreaseproductsupportserviceefforts,asitstechnological2

建大畢論外文及文advantageisinadd-on,supportpartofproduct,topurchaseproductsthe,byreceivingtechnicalgainmaximum,inordertotheproducts.(3productreflecttothevalueproductThroughsystemapplications,certificationauthoritiescreatingfamoustheformenhancevalue.(4AsaproductproductvalueoftheproductproductperformanceCustomersfunctionconditions,sothataftervaluefor(5Totodigthroughinnovationvalueproduct,getimprove.(6Asanalternativeproducts,onceafunctionallynew,theoldwillbeeliminatedmarket,thefuturehigh-techproductsmaturity,theimprovedtechnologicalinnovationand,andconstantlydevelopnewusesandnewfeatureslife2,pricingOverall,theenterprisesthegeneralrelyontheproducttooccupyasegments,shouldfocusstrengtheningtheproductratherreducecosts.Itisgenerallypolicies,shouldlow-costpolicy.Shareongenerallycost-orientedand-orientedthreemethods,sciencegenerallyusedtothespecialtheofhigh-technew3

建大畢論外文及文evencontainstechnologiesproductportfolio,buybuthaveadvancedand,valueisvalueofitsandtheisafactorproductperformancetopurchasetheimportantfactors,recommendedperceivedvaluepricingaccordingthecustomer'svaluepricing,ordertoobtainhigherOnthehand,productsgenerallyinintroductionandgrowthofnewnewproductpricingstrategiesskimmingpricing,pricingpenetrationpricingstrategypricingstrategyisahigh-priceisreferstothemarketearlynew,pricetoo,sothatinaperiodtomaximizeprofits:penetrationpricingstrategyislow-pricethatintheproductinto,thepriceissoeasily,soonopenedoccupiedthroughcurvegraduallyreducecosts,andachievealowprice;satisfactionstrategybetweenpenetrationpricing.lowprice,ishigherthanpenetrationan.BecauseofpricingstrategyenablesproducersandmorewithSometimesprice"or"moderate."scienceenterprisesofnew,infacegenerallyinnovatorsorearly,thepriceoflow,therefore,itisrecommendedtoskimmingpricingstrategy.Fromproductsintermsfeaturesused,specialtomeetneedsdifferent,fordifferentcustomers,buttakedifferentialstrategyenterprisesdevelopmentofthepricestrategy,alsoconsideringtheproductsinwhichfactors,selecttheappropriateForexample:Forhasmaturediscompetitiveproducts,canthe4

建大畢論外文及文3,thedistributionAshigh-techforaparticularpurpose,chemicalareindustryorprofessionaltoproductcharacteristics,usesanduserequirementsorevenneedinstallation,after-salesservice.Somecarriesadvancedproductsandaresimultaneously,thatis,saleofproductsisadvancedtheofnotmuchaasitisforpre-salestechnicalpromotion,technicalexchangeand,thatis,inmarketingatechnicalmarketing.Furthermore,specialon-sitetechnicalenterprises,totomeettheirspecialneedsProducts,sceneaccurateinformationistheproduction,involvedmarketingproductdevelopmentandproductionprocess,evenimprovedordertoThus,complexityspecializedpersonnelengagedincorrespondingthiscomplex,Thus,enterprisesmoredirectwaytopromoteproducts,sensemarketingactivitiesbuyersandsellersinformationexchange,emotionalcommunicationexchangeexchangesInmarketingactivities,andeventobuild,researchproductionofcombinationofhigh-techachievementsacceleratethecommercializationprocess.enterprisesininternationalmarketsoraspecificareayoucanchoosewithexpertise5

建大畢論外文及文intheindustryofprofessional,long-termwithstrategicmarketingorcooperative,asfaraspossiblethehierarchicallesssales.InsocietytheofInternettopeopleinformationexchangecommunicationagreat,andenterprisesinthemarketingeffortsattachimportancetothemarketingNetworkMarketing,oflowinteractivecommunication,thatenterprisesmoreeasilyandfacilitateestablishmenttraditionaltheenterprisebecarriedaroundthewith,businessproductinformationthefastesttoInternetreduceimprovemoresignificant4,promotionstrategyCorporatepromotionalactivitiesincludingadvertising,promotion,publicitypersonalpromotion,etc.IVPromotionquicklyandunderstandingtheproductitsandnewofapplicability;secondly,promotiontechnicalorderchooseto;isonlyforpromotionalpeople()butalsothosewhoproductsbrands(),butforaretobuy()forsales,butalsofordecision-makersbuyers,informationacceptancecycletheory,productsintothekeyistheearlyofkeyandthenquicklyacross6

建大畢論外文及文"expandingbase.Wefirstdetermineatargetandsteptheselectingtherightinitialcustomersarehigh-techenteredandrapidlyexpandingtheThesekeyininnovationalandindividualsdevelopersimportantleadersandThesegiveinformationcompaniestoimprovebettercapturethe;Second,theytothehigh-techproduct,willbetoothertothemtoredevelopmentkeyinavoice,throughverbalquicklytoa.Basedontheanalysis,scienceandtechnologyenterprisepromotionstrategiesareas:(1attentionofpropagandaInstitutesforenterprises,oftenwiththenewproductsnewresults,butalwaysmaintainedwiththeoftenaorcommitmenttonationalamajorresearch,allverynewsmaterialspublicthroughnewsagenciesreported,pleasepublicitypositiveforcompaniesimprovevisibilityestablishaimagehasaeffect,ifitisproductreports,alsoplayarolepromotionand,maywellbetheinnovatorsorearlytotryacatalystwithlessrealisticfeatures,especiallytheearlyscienceandenterprises,isagoodtool.(2publicityandpromotionpromotionseriesmarketingstimulateingeneral.Forexample:specialservicesbeforeandsales,exhibitions,presentationsandothermarketingandon.Afteradventof7

建大畢論外文及文products,throughinthebasealsoplayaroleitsforchoosenewproductintermsofpresentationisenough,enterprisespromptlyparticipatein,,targetproductetc.seizeopportunitynewtoourthe,benefitstotheafter.Fullyasaspossibletolearn,contributedbuy.Inforearlypublicfullynewdeterminedanrole,isproductacross"gap""bowling"importantshouldinpromotionofleadersandexpertsplaytheistohaveasaythecanorganizationsand.Intheinbusiness-relatedmarketingchain(wholesalers,retailers)venturecapitalists,newseconomicanalystslawyers,sectorcelebrities,tocontroltheflowofinformationindustry,allasayonthebusiness,executivesare""theimportant"whopasstheinformationtheyreceivedsorting,thentotargetenhancedleavingthecorporateandproductinformationmore,withmosteasywayconveytotargethands,soTherefore,enterprisesmust"opinionkeyplayersestablish,readytoprovidewithprogressintheaproductinformation,demonstrationexpertstheaudiencethenewproducts,.views,hesaleschainto8

建大畢論外文及文promotiontheof,chainmarketingtheof,itsusepromotion,toaproductunderstandingprocess,sosuccessrateishigh,theeffectisameanspromotion,ofcourse,importantforthesatisfactionloyaltyishigher.中文譯文：科技型企業(yè)場營銷策略究科技型業(yè)的市場營策略技術(shù)接生命周期理主要針消費(fèi)品市場高技術(shù)品的客戶類型和場特點進(jìn)行研究，不完全適用產(chǎn)業(yè)市的高技術(shù)產(chǎn)，但是于研究科型企業(yè)產(chǎn)業(yè)場的高術(shù)產(chǎn)品具有定的指意義，因此本文根技術(shù)接受命周期理論結(jié)合產(chǎn)市場的特點研究制科技型企業(yè)市場營策略，傳統(tǒng)的4P銷組合理基礎(chǔ)上研究了技術(shù)持和服營銷策略、值鏈整營銷策略、會責(zé)任銷策略的作。1產(chǎn)品策略傳統(tǒng)產(chǎn)的產(chǎn)品整體念認(rèn)為任何一種產(chǎn)都是由種要素構(gòu)成核心產(chǎn)、有形產(chǎn)(性、品牌、質(zhì)、外觀式樣等)附加產(chǎn)品(附加服和利益)但作為新技術(shù)產(chǎn)品它可以為核心產(chǎn)品者核心益(品的核利益或基9

建大畢論外文及文本價值、基礎(chǔ)產(chǎn)品形式產(chǎn)(產(chǎn)的實體存在式或外表現(xiàn)形式)、望產(chǎn)品顧客在購買品時期得到的與核產(chǎn)品密相關(guān)一整套性和條件)、附加產(chǎn)(隨買行為發(fā)生延伸產(chǎn)的附加服務(wù)利益潛在產(chǎn)(滿顧客潛在求的超值利)五個級。偉博士一步研究認(rèn)，高新術(shù)產(chǎn)品的“整體品”概念是個動態(tài)發(fā)展進(jìn)程，新技術(shù)品整體產(chǎn)品型首先必須確顧客的核心益(核心利益確階段；然后據(jù)了解顧客的核心益，開生產(chǎn)出物化高新技產(chǎn)品(物化產(chǎn)品階段：然后過營銷包裝產(chǎn)品應(yīng)用識的傳播等手段，顧客和合作伴了解品所蘊(yùn)涵的正價值此階段肯定有早期新者已開始購買了品，這高技術(shù)產(chǎn)品略成功關(guān)鍵階，必須讓市建立對品的期望(確期望階段)；接下，必須善安裝、試、維護(hù)等套服務(wù)制，簡化商流程，強(qiáng)知識轉(zhuǎn)移作完善解決方案段)；至此高技產(chǎn)品已具有普通產(chǎn)的特點最后就是開附加產(chǎn)根據(jù)以上分，制定技型企業(yè)高術(shù)產(chǎn)品產(chǎn)品略如下(1)先保證品的核心利和價值通過有形產(chǎn)的形式實現(xiàn)，有形品中要盡可蘊(yùn)含高技術(shù)品的技含量和附加。高技產(chǎn)品要盡可體現(xiàn)核產(chǎn)品的用功能?？菩推髽I(yè)該充分發(fā)揮技術(shù)優(yōu)，瞄準(zhǔn)市場求有針性地開技術(shù)含量高市場需迫切、市場景好、加值高、競力強(qiáng)的產(chǎn)品，開發(fā)全新產(chǎn)和更新代產(chǎn)品為主(2)為附加品的技術(shù)支和服務(wù)高技術(shù)產(chǎn)品市場取成功的關(guān)鍵首先，通售前的技術(shù)持和服，可以幫助客增進(jìn)新產(chǎn)品的了，讓潛顧客盡了解產(chǎn)品的心價值幫助其下決購買。次，科技型品在銷過程中往伴隨著大的技術(shù)持和轉(zhuǎn)移，技型企應(yīng)該加大產(chǎn)中技術(shù)持和服的力度，把技術(shù)優(yōu)盡可能地體在所銷的附加產(chǎn)品，甚至技術(shù)支變成產(chǎn)品密可分的部分，讓客在購買品的同時，過接受術(shù)服務(wù)得最大收益以提高品的競爭力(3)形產(chǎn)品體現(xiàn)產(chǎn)品的異性能質(zhì)量和品牌要體現(xiàn)流技術(shù)、一流產(chǎn)品價值?？梢赃^質(zhì)量系認(rèn)證、申專利、威部門認(rèn)證創(chuàng)造名等形式提有形產(chǎn)品的值。0

建大畢論外文及文(4)為高新術(shù)產(chǎn)品，要現(xiàn)產(chǎn)品期望產(chǎn)品的值，使品的性能和使用功能夠達(dá)到顧所期望屬性和條件使顧客購買后感到有所值(5)通過技革新不斷挖高技術(shù)品中潛在產(chǎn)的價值使顧客得到超值服，提高顧客忠誠度(6)于高技產(chǎn)品的替代特點，旦有功能相的新產(chǎn)問世，老產(chǎn)品將會淘汰出市場因此，技術(shù)產(chǎn)品步成熟期后，要通過術(shù)革新行市場改和產(chǎn)品改良不斷開新用途和新能，延其生命周期2定價策略總體來，對于科技企業(yè)而，一般靠產(chǎn)的獨特去占領(lǐng)某一細(xì)分市場，該把精力放強(qiáng)化產(chǎn)的獨特性上不是降成本上。因一般應(yīng)取高價策，不宜采低價政。就定價法而占，一有成本向、需求導(dǎo)和競爭向三種方法科技型業(yè)的產(chǎn)一般是用來足特殊場需要的高技新產(chǎn)，有時甚至蘊(yùn)含了些技術(shù)服務(wù)的特定品組合客戶購買產(chǎn)的同時也就擁有了些先進(jìn)術(shù)和工，因此，客首先看的是其性能使用價，價格是次因素，就是說品性能是客決定購的最重要因，因此建議采取感價值定法、根據(jù)客對產(chǎn)品的感價值來價，以獲得高收益另一方，高科技產(chǎn)一般是于引入期和長期的產(chǎn)品，新產(chǎn)的定價策略有脂定價策略滲透定策略和滿意價策略撇脂定價策是一種價格策略是指在新產(chǎn)上市初，價格定得，以便較短的時間獲得最利潤：滲定價策略是種低價策略，即在產(chǎn)品投市場時，價定得較，以便客容易接受，快打開占領(lǐng)市場，過規(guī)模益和經(jīng)驗曲逐步降成本，最實現(xiàn)低價格滿意定策略是一種于撇脂滲透之間的格策略1

建大畢論外文及文所定的價低，而比滲價格要，是一種中價格。種定價策略于能使產(chǎn)者和客都比較滿意得名。時又稱“君價格”“溫和價格。作為技型企的新產(chǎn)品，對的客群一般是創(chuàng)者或者期采用者，需求的格彈性低，因此，議采取脂定價策略從高科產(chǎn)品的特性使用功來講，是以特殊的能滿足同領(lǐng)域特定戶的需，針對不同客戶，可以采差別定價策。科技企業(yè)在制定格策略，還要綜合慮產(chǎn)品處的具生命周期和場周期段以及競爭的狀況因素，選擇適的定策略。如：對于已進(jìn)入成期、市場競激烈的品，可以采隨行就定價法3分銷策略作為科型企業(yè)的高技術(shù)產(chǎn)，一般是針特定用的非標(biāo)準(zhǔn)化業(yè)產(chǎn)品，面的市場大多產(chǎn)業(yè)市，往往需要銷人員者專業(yè)技術(shù)員向客介紹產(chǎn)品能特點、用和使用求，甚至需安裝、修和售后服等。有高技術(shù)產(chǎn)中承載了大的先進(jìn)術(shù)和工藝，品和技是同步銷售，也就說，一些產(chǎn)的銷售往往隨著先技術(shù)和先進(jìn)藝的轉(zhuǎn)，與其說是售產(chǎn)品不如說是售技術(shù)和工，需要行售前技術(shù)介、售技術(shù)交流以售后技指導(dǎo)和培工作，亦即營銷活中要開展大的技術(shù)銷工作。再，客戶一些特殊求往往需要業(yè)技術(shù)員深入現(xiàn)場為客戶身定做滿足特殊需的產(chǎn)品，戶現(xiàn)場的一技術(shù)信要及時準(zhǔn)確傳遞回產(chǎn)部門，有候需要場2

建大畢論外文及文的營銷員參與到新品的設(shè)、研發(fā)和生過程中甚至要經(jīng)過次反復(fù)改進(jìn)才能功。由此可，高技產(chǎn)品的復(fù)雜與專門要求有相應(yīng)人員和構(gòu)從事種復(fù)雜的、門的銷工作。因此科技型業(yè)多采用直方式推產(chǎn)品，某種意義上，直銷員的銷售活是買賣方信息交流情感交、知識交和商品交流復(fù)合行。在銷售活中，甚要建立銷售設(shè)計、研與生相結(jié)合的一化模式以加速高新術(shù)成果產(chǎn)品的商業(yè)進(jìn)程。技型企在開拓國際場或者定區(qū)域的市時，也以選擇具有關(guān)專業(yè)識以及行業(yè)內(nèi)有影的專業(yè)理商，與之立長期作或者產(chǎn)銷略聯(lián)盟密切合關(guān)系，采用次盡可少的專業(yè)代商銷售在當(dāng)今會，互