集团公司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 brand 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 " concept 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 understanding 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 financial products and services on their own , then the public will inevitably also produce these products and services of great interest , and thus help to open up the market of these products and services . Second, some of the advent of high-tech products is to break the long-standing monopoly of foreign products , there revitalize national industry 's mission and tasks , then, science and technology enterprises in the development of marketing strategy, can give high-tech products to revitalize national industry meaning, through the people's patriotic fervor and national pride to achieve sales . CSR marketing strategy to help enterprises attach importance to marketing ethics , establish a corporate image, increase the market share of high-tech products .

中文译文：

科技型企业市场营销策略研究

摘要

随着知识经济的到来，科技型企业在国民经济中的战略地位日益显著，对提供较先进的产品和服务、推动技术进步、扩大就业和提高国家经济竞争力做出了重要贡献。但是，他们在依靠先进技术和高科技产品打拼天下获得巨大成功的同时，往往过分地看重技术优势，而忽略对市场营销战策略和管理的研究和运用，导致市场营销近视，从而对经营造成被动甚至失败。因此，运用现代营销理论，研究和制定科技型企业特有的市场营销战略和策略，对科技型企业的市场营销问题提供必要的理论依据和支持，对促进科技型企业持续、健康和快速发展具有一定的现实意义和推广应用价值。

关键词：科技型企业营销策略技术营销营销理念创新

一、科技型企业市场营销策略

市场营销战略是企业在营销理念指导下，应用现代经营管理方法，对于一定

时期内，企业市场营销发展的总体构想和规划。营销战略包括三个不同层面的内容：目标市场、市场定位和市场营销组合。所谓目标市场就是企业确定的为之服务的顾客群。所谓市场定位是指企业为产品培养一定的特色，树立一定的产品形象，以求在顾客心目中形成一种特殊的偏爱，也就是进攻目标市场的攻击点和防守点的选择。市场营销组合是企业为满足目标顾客群的需要而加以组合的可控制变量，是进攻目标市场、占住市场定位的武器，也就是市场营销策略，按照传统的4P观念，一般包括产品策略、价格策略、分销策略、促销策略及上述策略的组合。从这种意义上讲。所谓市场营销战略，就是企业根据可能机会、选择一个目标市场、并试图为目标市场提供一个有吸引力的市场营销组合。

由此可见，企业市场营销战略的制定应该首先决解决目标市场和市场定位问题，当目标市场和市场定位明确以后，营销战略的重点则转向市场营销组合，也就是市场营销策略的制定。因此，本章以科技型企业的目标市场和市场定位战略为依据，根据技术接受生命周期理论以及科技型企业突出技术营销的特点，来研究科技型企业的市场营销策略问题。

二、科技型企业市场营销策略制定的战略依据

传统观点认为，战略决定策略，策略是为战略服务的，任何策略的制定和实施都是保证战略的实现，因此，策略应该围绕着其战略目标束制定，作为面向产业市场的科技型企业来说，由于其产品是用来满足特定用途的功能性产品，其策略制定的战略依据就是目标市场和市场定位战略。目标市场营销战略是指，企业通过市场细分选择一个或若干个细分市场作为自己的目标市场，专门研究其需求特点并针对其特点设计适当的产品、制定适当的价格、选用适当的分销渠道和策划适当的促销手段，以通过满足客户需求实现企业盈利目标的市场经营活动过程，包

括无差异性目标市场营销、差异性目标市场营销和集中性目标市场营销三种战略类型。市场定位战略就是在目标市场确定以后、企业根据自己的力量和目标顾客的要求，为本企业在目标市场上确定位置的谋略。

(1)市场细分：市场细分的目的是寻找市场营销机会，确定目标市场。作为

面对产业市场的科技型产品，应主要考虑最终客户的行业特点、客户要求和顾客规模等因素进行市场细分，在市场细分过程中，宜采用“保龄球”模式，先寻找或创造能为客户带来巨大的效用或利益的目标细分市场，并在这个市场上提供能使双方都得益的产品或服务，从而获得自己的一个立足市场(第一个保龄球瓶)，通过这个市场上用户的口头宣传和示范效应，与这个立足市场相关的其他潜在客户就会迅速成为现实客户，从而形成连锁反应，最终达到扩大市场的目的。(2)目标市场战略：每一种产品根据市场细分，再选择目标市场，拓展应用

领域。科技型企业在选择目标市场战略时，应该充份考虑到企业特点、产品及市场状况来决定，由于科技型企业的产品一般是具有优异性能并满足特定用途的非同质产品，大多处在产品生命周期的引入期和成长期，所以，应主要选择集中市场营销和差异市场营销战略。

(3)市场定位战略：进行市场定位就是给企业在目标市场上选择一个适当的位置，并提供适当的产品来满足顾客的要求。要达到上述目标取决于三个因素：目标顾客的需要情况、目标市场上竞争者的状况以及企业的实力等，一般采用正向定位和反向定位二种战略。市场定位的主要方法有：根据属性和利益定位、根据价格和质量定位、根据用途定位、根据使用者定位、根据产品档次定位、根据竞争局势定位以及各种方法组合定位等。作为科技型企业的市场定位，应该在市场上树立品质卓越、性能优异、技术含量高、质量可靠、用途独特、引领行业发展的品牌形象，让客户感受到产品中所蕴含的技术含量、品牌价值和使用价值，要让客户将这些感受转化为“无形因素”，深深的印入到头脑中，变成顾客的一种感觉和印象。同时，由于科技型产品在销售过程中往往伴随着技术支持和转移，科技型企业还要在客户心目中树立一流技术、一流产品和一流服务的市场形象。

三、科技型企业的市场营销策略

如上所述，技术接受生命周期理论主要针对消费品市场的高技术产品的客户

类型和市场特点进行了研究，并不完全适用于产业市场的高技术产品，但是对于研究科技型企业产业市场的高技术产品具有一定的指导意义，因此，本文根据技术接受生命周期理论并结合产业市场的特点来研究制定科技型企业的市场营销策略，在传统的4P营销组合理论基础上，研究了技术支持和服务营销策略、价值链整合营销策略、社会责任营销策略的作用。

1、产品策略

传统产品的产品整体概念认为，任何一种产品都是由三种要素构成：核心产品、有形产品(性能、品牌、质量、外观和式样等)和附加产品(附加服务和利益)。但作为高新技术产品，它可以分为核心产品或者核心利益(产品的核心利益或基本价值)、基础产品或形式产品(产品的实体存在形式或外在表现形式)、期望产品(顾客在购买产品时期望得到的与核心产品密切相关的一整套属性和条件)、附加产品(随购买行为发生而延伸产生的附加服务和利益)和潜在产品(满足顾客潜在需求的超值利益)五个层级。熊伟博士进一步研究认为，高新技术产品的“整体产品”概念是一个动态的发展进程，高新技术产品整体产品模型首先，必须确认顾客的核心利益(核心利益确认阶段)；然后根据了解的顾客的核心利益，开发生

产出物化的高新技术产品(物化产品阶段)：然后通过营销包装、产品应用知识的传播等等手段，让顾客和合作伙伴了解产品所蕴涵的真正价值，此阶段，肯定有早期创新者已经开始购买了产品，这是高技术产品战略成功的关键阶段，必须让市场建立对产品的期望(确立期望阶段)；接下来，必须完善安装、调试、维护等配套服务机制，简化商务流程，加强知识转移工作(完善解决方案阶段)；至此，高技术产品已经具有普通产品的特点，最后就是开发附加产

根据以上分析，制定科技型企业高技术产品的产品策略如下：

(1)首先保证产品的核心利益和价值并通过有形产品的形式来实现，有形产品中要尽可能蕴含高技术产品的技术含量和附加值。高技术产品要尽可能体现核心产品的使用功能。科技型企业应该充分发挥其技术优势，瞄准市场需求有针对性地开发技术含量高、市场需求迫切、市场前景好、附加值高、竞争力强的新产品，以开发全新产品和更新换代产品为主。

(2)作为附加产品的技术支持和服务是高技术产品在市场取得成功的关键。首先，通过售前的技术支持和服务，可以帮助顾客增进对新产品的了解，让潜在顾客尽快了解产品的核心价值，帮助其下决心购买。其次，科技型产品在销售过程中往往伴随着大量的技术支持和转移，科技型企业应该加大产品中技术支持和服务的力度，把其技术优势尽可能地体现在所销售的附加产品中，甚至把技术支持变成产品密不可分的一部分，让客户在购买产品的同时，通过接受技术服务获得最大收益，以提高产品的竞争力。

(3)有形产品要体现产品的优异性能、质量和品牌，要体现一流技术、一

流产品的价值。可以通过质量体系认证、申请专利、权威部门认证、创造名牌等形式提升有形产品的价值。

(4)作为高新技术产品，要体现产品中期望产品的价值，使产品的性能和

使用功能能够达到顾客所期望的属性和条件，使顾客在购买后感到物有所值。(5)要通过技术革新不断挖掘高技术产品中潜在产品的价值，使顾客得到

超值服务，提高顾客的忠诚度。

(6)由于高技术产品的替代性特点，一旦有功能相同的新产品问世，老产

品将会被淘汰出市场，因此，高技术产品步入成熟期以后，要通过技术革新进行市场改良和产品改良，不断开发新用途和新功能，延长其生命周期。

2、定价策略

总体来讲，对于科技型企业而言，一般靠产品的独特性去占领某一个细分市场，应该把精力放在强化产品的独特性上而不是降低成本上。因此一般应采取高价政策，不宜采取低价政策。

就定价方法而占，一般有成本导向、需求导向和竞争导向三种方法，科技型企业的产品一般是用来满足特殊市场需要的高科技新产品，有时甚至是蕴含了某些技术和服务的特定产品组合，客户购买产品的同时，也就拥有了这些先进技术和工艺，因此，客户首先看重的是其性能和使用价值，价格是次要因素，也就是说产品性能是客户决定购买的最重要因素，因此，建议采取感受价值定价法、

根据客户对产品的感受价值来定价，以获得较高收益。

另一方面，高科技产品一般是处于引入期和成长期的新产品，新产品的定价策略有撇脂定价策略、渗透定价策略和满意定价策略，撇脂定价策略是一种高价格策略，是指在新产品上市初期，价格定得高，以便在较短的时间内获得最大利润：渗透定价策略是一种低价格策略，即在新产品投入市场时，价格定得较低，

以便客户容易接受，很快打开和占领市场，通过规模效益和经验曲线逐步降低成本，最终实现低价格；满意定价策略是一种介于撇脂和渗透之间的价格策略。所定的价格低，而比渗透价格要高，是一种中间价格。这种定价策略由于能使生产者和客户都比较满意而得名。有时又称“君子价格”或“温和价格”。作为科技型企业的新产品，面对的客户群一般是创新者或者早期采用者，其需求的价格弹性较低，因此，建议采取撇脂定价策略。从高科技产品的特性和使用功能来讲，它是以特殊的功能满足不同领域特定客户的需求，针对不同的客户，也可以采取差别定价策略。科技型企业在制定价格策略时，还要综合考虑产品所处的具体生命周期和市场周期阶段以及竞争者的状况等因素，选择合适的定价策略。譬如：对于已经进入成熟期、市场竞争激烈的产品，可以采取随行就市定价法。

3、分销策略

作为科技型企业的高新技术产品，一般是针对特定用途的非标准化工业产品，面向的市场大多是产业市场，往往需要推销人员或者专业技术人员向客户介绍产品性能特点、用途和使用要求，甚至需要安装、维修和售后服务等。有些高技术产品中承载了大量的先进技术和工艺，产品和技术是同步销售的，也就是说，一些产品的销售往往伴随着先进技术和先进工艺的转移，与其说是销售产品，不如说是销售技术和工艺，需要进行售前技术推介、售中技术交流以及售后技术指导和培训工作，亦即在营销活动中要开展大量的技术营销工作。再者，客户的一些特殊要求往往需要企业技术人员深入现场、为客户量身定做满足其特殊需要的产品，客户现场的一些技术信息要及时准确地传递回生产部门，有时候需要现场的营销人员参与到新产品的设计、研发和生产过程中，甚至要经过多次反复和改进才能成功。由此可见，高技术产品的复杂性与专门化要求有相应的人员和机构从事这种复杂的、专门的销售工作。因此，科技型企业多采用直销方式推广产品，从某种意义上讲，直销人员的销售活动是买卖双方信息交流、情感交流、知识交流和商品交流的复合行为。在销售活动中，甚至要建立销售、设计、科研与生产相结合的一体化模式，以加速高新技术成果及产品的商业化进程。科技型企业在开拓国际市场或者特定区域的市场时，也可以选择具有相关专业知识以及在行业内有影响的专业代理商，与之建立长期合作或者产销战略联盟的密切合作关系，采用层次尽可能少的专业代理商销售。

在当今社会，互联网的出现给人们的信息交流与沟通提供了很大的便利，作为引领高技术发展的科技型企业，在营销工作中更应重视网络营销的运用。网络营销的优势在于分销成本低，交互式即时沟通，这样企业可以更容易、更方便地建立顾客信息系统，这是其它传统渠道所无法比拟的，企业可以进行全天候地24 小时和顾客保持联系，企业可将产品信息以最快的方式传递给顾客。网络营销对于开拓国际市场，在降低成本、提高效率方面更具有显著的作用。

4、促销策略

企业的促销活动包括广告、销售促进、宣传与人员推销等四中促销方式。促销的重点是：首先是快速地让客户全面地了解该产品，包括其优点、适用性及新的价值所在；其次，促销要能给客户以技术支持和指导、吸引客户，帮助客户选择购买；最后，促销目标不仅是针对已需求的人(使用者)，而且要针对那些推荐产品与品牌的人(建议者)，更要针对那些将要购买的人(潜在需求者)，对于产业市场的销售，其促销目标还要针对决定者、采购者以及信息控制者。根据技术接受生

命周期理论，高技术产品在导入市场过程中，关键问题是征服创新者和早期采用者这些关键顾客，然后迅速跨越“鸿沟”阶段，扩大顾客群体。首先要确定好目标市场及导入市场的步骤，选准最初的顾客是高技术产品成功进入市场及迅速扩大知名度的关键。这些关键的顾客，包括走在前面的具有革新精神的公司与个人、二次开发商、某个行业的重要意见领袖等。这些关键的顾客，可以给公司反馈一些有价值的信息，以便公司改进新产品、更好的占领市场；其次，他们可能对该高新技术产品进行二次开发，将其用途衍生到其他行业中去，从而由他们去完成市场的再开发；最后，关键顾客在市场上有很大的发言权，通过他们的口头传播，信息能迅速扩散到更大范围。

综合以上分析，制定科技型企业的促销策略如下：

(1)要重视宣传的作用

对院所转制的科技型企业来说，经常有新产品和新成果问世，同时始终保持着同政府部门良好的合作关系，经常申报或承担国家及地方各级部门的重大课题研究等，所有这些，都可以成为很好的新闻报道材料，可以通过公关活动请新闻单位报道宣传，这些对企业正面的新闻报道对提高企业知名度和建立良好的企业形象具有很好的效果，如果是新产品报道，还可以起到推介和广告的作用，或许能成为创新者或者早期采用者尝试购买的催化剂。宣传具有花钱少、真实感强的特点，尤其对于创业初期的科技型企业，是一种很好的促销手段。

(2)宣传与销售促进相配合

销售促进是一系列直接刺激购买的行销活动的总称。比如：售前售后的特别服务项目、展览会、演示会以及其他推销努力等。科技型企业新产品问世后，通过宣传报道也可能会在客户群中起到建立知晓的作用，但对于客户选择购买新产品来讲，其介绍远远不够，因此，企业要及时参加行业协会组织的研讨会、技术交流会、展览会以及邀请目标客户举办产品推介会等不失时机地向客户介绍新产品的性能、特点以及使用后给客户带来的收益。帮助客户尽快全面地了解新产品，促成购买。这种方式对于早期大众充分了解新产品、帮助他们下决心购买具有重要作用，是新产品跨越“鸿沟”、快速进入“保龄球道”阶段的重要手段。在销售促进中要注意发挥意见领袖和权威专家的宣传作用，意见领袖是指对产品与企业有发言权，能够施加影响的组织与个人。在高新技术产品市场中，与企业有关的销售链(供应商、代理商、批发商、零售商)、风险投资者、金融家、新闻记者、报刊评论员、经济分析员、律师、产业界的知名人士、控制该产业的信息流以及广大用户等，一切对产品与企业有发言权的专业人士、高层人士都是“意见领袖”最重要的部分。“意见领袖”们通过对他们接受的信息进行加工、整理、强化再传输给目标顾客，而使企业及产品的信息更及时的、以最易理解的方式传达到目标顾客手中，从而高促销效果。所以企业必须与“意见领袖”中关键人物建立联系，发展友谊，随时向他们提供企业技术进展的情况，召开产品信息发布会、技术示范座谈会，请专家向听众讲解新产品的技术性能与发展前景。他们的观点、看法对高新技术产品的潜在用户是最具权威的。在销售促进中还要注意链式营销、口头传播促销方式的运用，链式营销是利用老顾客对产品的宣传推介进行销售，由于它利用人际关系的推介，在一定程度上加速客户对产品的认识过程，所以成功率很高，是一种效果较佳的促销手段，当然，首要的前提是客户对企业的品牌满意度、忠诚度要高。

(3)适当运用广告的作用

广告主要是消费品的主要促销工具，它在产业用品促销中的作用有建立知

晓、建立理解、提供线索、证明有效、再度保证等职能，作为产业市场的科技型产品来讲，可以在一些专业杂志上适当的进行广告促销，以收到建立知晓和提供线索的效果。广告的作用可以扩大新产品的影响，加深早期大众对新产品的理解和认知，坚定其决策的信心；另一方面，也会让晚期大众感觉到，新技术已经成熟、薪产品已经普及，通过广告信息的传递，可以在他们心目中树立一定的品牌形象，决定购买时，也会优先选择知名公司的产品。但是，对于产业市场来讲，仅靠广告促销，很难让客户完成购买。

(4)重点运用人员推销的作用

人员推销是指企业通过派出销售人员与一个或一个以上可能成为购买者的人交谈，作口头陈述，推销产品，促进和扩大销售。人员推销是销售人员帮助和说服购买者购买某种商品和服务的过程，由于是面对面的与客户交流，可以把产品的性能和技术特点传递给客户，可以向客户提供咨询服务、帮助客户解决某些技术问题等，而科技型企业高技术产品的销售恰恰需要技术交流和服务。因此，科技型企业要特别注重人员推销的作用，要对促销人员提出特定的专业要求，使其能够胜任技术营销工作，必要时，可以请从事新产品和新技术研发的人员进行“专家促销”。人员推销是科技型企业在产业市场销售的主要手段，它贯穿于高技术产品市场划分的每一个阶段，其他促销手段只是起到辅助销售的作用。科技型企业要在高技术产品的各个市场阶段有针对性地做好其他促销工作，使人员推销和其他手段相辅相成，发挥出最大效能。

5、其他营销策略

(1)技术支持和服务营销策略

对于产业市场的高新技术产品而言，其有形产品中往往物化了一些先进的技术和工艺，其技术附加值甚至远远大于其实物产品的价值。因此，产品销售转移的同时，往往伴随着技术的转移和支持，产品销售和技术支持需要同步进行。另一方面，高新技术产品技术层次高，结构复杂，某些技术是前所未有的，用户对其技术性能、用途往往比较陌生，而且高科技产品往往投入市场时间不长，有时难免有技术性能不够稳定的情况出现，这就要求企业建立一整套优质服务体系。在产品销售之前，应提供相应的技术咨询与培训，使用户对产品有一个比较充分的了解。在产品销售之后的安装调试、维修保养等顾客服务工作也应尽心尽力。还可以协助用户在原有产品的基础上，增加一些部件或软件，扩大原有产品的功能，提高原有产品的技术层次，这不仅使用户感到企业强烈的责任感，还可以诱导用户对高新技术产品的依赖性，为未来创造需求。

(2)社会责任促销策略

科技型企业实施社会责任促销策略主要体现在二个方面，一是从协助解决社会问题入手，把社会公众最关心的社会问题，变成企业最关心的问题，并把解决这些问题的方法与手段融于自己的产品与服务中，则社会公众势必也对这些产品与服务产生极大的兴趣，从而有助于为这些产品与服务打开市场。二是有些高技术产品的问世是打破了长期以来国外产品的垄断，有振兴民族工业的使命和任，这时，科技型企业在制定营销策略时，可以赋予高技术产品以振兴民族工业为己任的内涵，通过国人的爱国热情和民族自尊心实现销售。社会责任营销策略有助于企业重视营销道德，树立企业形象，提高高新技术产品的市场占有率。

市场营销_外文翻译_外文文献_英文文献_顾客满意策略与顾客满意

顾客满意策略与顾客满意营销 原文来源：《Marketing Customer Satisfaction 》自20世纪八十年代末以来, 顾客满意战略已日益成为各国企业占有更多的顾客份额, 获得竞争优势的整体经营手段。 一、顾客满意策略是现代企业获得顾客“货币选票”的法宝随着时代的变迁, 社会物质财富的极大充裕, 顾客中的主体———消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代, 到了20世纪八十年代末进入了情感消费时代。在我国, 随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时代, 到今天也逐步迈进情感消费时代。在情感消费时代, 各企业的同类产品早已达到同时、同质、同能、同价, 消费者追求的已不再是质量、功能和价格, 而是舒适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位, 以及超越消费者期望值的售前、售中、售后服务和咨询。也就是说, 今天人们所追求的是具有“心的满足感和充实感”的商品, 是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的时代已经来临。 与消费者价值追求变化相适应的企业间的竞争, 也由产品竞争、价格竞争、技术竞争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争, 即顾客满意竞争。这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。它包括组织创新力、技术创新力、管理创新力、产业预见力、产品研发力、员工向心力、服务顾客力、顾客亲和力、同行认同力、社会贡献力、公关传播沟通力、企业文化推动力、环境适应力等等。这些综合形象力和如何合成综合持久的竞争力, 这就是CSft略所要解决的问题。CS寸代,企业不再以“自己为中心”,而是以“顾客为中心”；“顾客为尊”、“顾客满意”不再是流于形式的口号, 而是以实实在在的行动为基础的企业经营的一门新哲学。企业不再以质量达标, 自己满意为经营理念, 而是以顾客满意, 赢得顾客高忠诚度为经营理念。企业经营策略的焦点不再以争取或保持市场占有率为主, 而是以争取顾客满意为经营理念。因此, 营销策略的重心不再放在竞争对手身上而是放在顾客身上, 放在顾客现实的、潜在的需求上。当企业提供的产品和服务达到了顾客事先的期望值, 顾客就基本满意；如果远远超越顾客的期望值, 且远远高于其他同行, 顾客才真正满意；如果企业能不断地或长久地令顾客满意, 顾客就会忠诚。忠诚的顾客不仅会经常性地重复购买, 还会购买企业其它相关的产品或服务；忠诚的顾客不仅会积极向别人推荐他所买的产品, 而且对企业竞争者的促销活动具有免疫能力一个不满意的顾客会将不满意告诉16-20个人, 而每一个被告知者会再传播给12-15个人。这样, 一个不满意者会影响到二、三百人。在互联网普及的今天, 其影响则更大。据美国汽车业的调查, 一个满意者会引发8笔潜在的生意, 其中至少有一笔会成交。而另一项调查表明, 企业每增加5%的忠诚顾客, 利润就会增长25%-95%。一个企业的80%的利润来自20%的忠诚顾客；而获取一个新顾客的成本是维持一个老顾客成本的6倍。所以,美国著名学者唐?佩 珀斯指出: 决定一个企业成功与否的关键不是市场份额, 而是在于顾客份额。 于是, 企业纷纷通过广泛细致的市场调研、与消费者直接接触、顾客信息反馈等方式来了解顾客在各方面的现实需求和潜在需求。依靠对企业满意忠诚的销售、服务人员, 定期、定量地对顾客满意度进行综合测定, 以便准确地把握企业经营中与“顾客满意” 目标的差距及其重点领域, 从而进一步改善企业的经营活动。依靠高亲和力的企业文化、高效率的人文管理和全员共同努力, 不断地向顾客提供高附加值的产品, 高水准的亲情般的服

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