摘要
市场营销战略是企业识别、分析、选择市场营销机会,以实现企业的任务和目标的管理过程,是一系列导致保持可持续竞争优势的营销活动。构建符合高新技术产品特征和市场竞争环境的营销战略,对具有技术优势和科研资源优势但同时缺乏企业经营管理和市场营销经验的转制科技型企业的生存和发展至关重要。转制科技型企业要树立"市场导向"的营销观念,灵活运用各种营销策略,根据技术采用生命周期不同阶段的市场优势,通过识别目标客户、细分市场和产品定位来制定相应的营销组合战略。
Marketing strategy is a management process whereby a company identify, analyze and selection marketing opportunities to achieve its mission and goals and a series of marketing activities aimed at maintaining sustainable competitive advantage. For technology-based companies under restructuring with technological advantage and research resource advantage but lacking in experience in management and marketing, it is essential to construct marketing strategies in line with the features of high-tech products and market competition climate. They should follow a ＂market-oriented＂ marketing outlook, make use of various marketing strategies, and formulate marketing mix strategies by identifying target customers, market segments and product positioning according to their market advantages at different phases of technology adoption life cycle.
出处
《贵州财经学院学报》
2007年第6期17-21,共5页
Journal of Guizhou College of Finance and Economics
关键词
转制
科技型企业
市场营销战略
技术采用生命周期理论
restructuring
technology-based company
marketing strategy
technology adoption life cycle
