资源描述:
《企业市场营销外文文献——中文译文》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
1、实用标准文档ScienceandtechnologyenterprisesMarketingStrategyABSTRACTWiththecomingofknowledge-basedeconomy,higll&new-techenterprisesplayanincreasinglystrategicroleinnationaleconomy,andalsomakegreatcontributetoprovidingadvancedproductsandservices,promotingtechnicalprogress,enlargingemploymentanddevelopingt
2、henationaleconomiccompetitivepower.ButwhiletheymakeaSUCCESSuponadvancedtechnologyandhi-techproducts,theyusuallyputtoomuchemphasisolltechnologyadvantages,accordinglyneglecttheresearchandapplicationsofmarketingstrategyandmanagement,andthencausedtheMarketingMyopiaresultinginpassivenessevefldefeattothe
3、management.Sohowtoexercisemodemmarketingtheories,researchandconstitutemarketingstrategyandpolicyoflIigh&new-techenterprises,andprovidenecessarytheorybaseandsuppoaingtothemarketingproblemsofhiigh&new-techenterprises,hassomerealitysignificanceandgeneralizeapplicationvaluetopromotecontinuance,healthya
4、ndrapidlydevelopmentofhigh&new-techenterprises.KEYWORDS:high&new-techenterprise,marketingstrategy,technicalmarketing,innovationofmarketingtheoriesFirst,thescienceandtechnologyenterprisemarketingstrategyMarketingstrategyistheenterpriseundertheguidanceofthemarketingconcept,theapplicationofmodernmanag
5、ementmethods,foraperiodoftime,thedevelopmentoftheoverallbusinessmarketingideasandplanning.Marketingstrategyconsistsofthreedifferentlevelsofcontent:targetmarket,marketpositioningandmarketingmix.Theso-calledtargetmarketisthecompanyestablishedtoservecustomers.Theso-calledmarketpositioningisanenterpris
6、ecultivatecertaincharacteristicsfortheproduct,andestablishacertainimageoftheproduct,inthemindsofcustomersinordertoformaspecialpreference,itistoattackthetargetmarketpointofattackanddefensepointselection.Marketingmixistheenterprisetomeettheneedsofthetargetcustomergroupscanbecombinedcontrolvariables,o
7、ffensivetargetmarket,occupythemarketpositioningoftheweapon,whichisthemarketingstrategy,accordingtothetraditional4Pconceptingeneral,includingproductstrategy,pricingstrategy,distributionstrategy,marketingstra