Study On Selection Of Target Market Of Technological Innovation

With the transformation of economic growth mode, enterprises can no longer acquire the competitive advantages merely depending on low-cost material and labors. Technological innovation becomes the focus of our government, enterprises and the whole society and acts a very important role in the social development. However, besides lack of ability and resources, the main disadvantage of our country's technological innovation is lack of target. How to overcome these disadvantages and make effective output on the limited resources is the problem need to resolve urgently.In recent years, the business community and academia have been recognized that only the market-oriented technological innovation is an effective means to overcome blindness innovation. However, the neglect of study on specific processes of technological innovation marketing leads to the failure of many technological innovations. In-depth market research, study of consumer demand and characteristics, suitable target markets, and reasonable market position will enable technological innovation play its magic in the survival and development of enterprises.This thesis attempts to make a research on the choice of target market on the basis of other scholars' researches. First, put forward the market segment strategy of technological innovation. In the whole process, Behavioral Variables should act as the main? variables, and Demographic Variables, Geographic Variables, Psychographic Variables as auxiliary variables. The selection of segment criterion need consider both practice and innovation, combining a series of criterions. The author argues that the effective market segment should ensure the technological innovation according with industry trends and the overall interests of the community, in addition to accessibility, profitability and measurability. Then, analyze the assessment and selection of technological innovation target market. On the basis of classic marketing theory, combining specificities of technological innovation, this thesis considers the indexes of segment market including market innovation, dependency on others, potential market size, market growth ability, and adaptability between organization and segment market. During the target market selection process, enterprises should analyze advantages of themselves and consumers' requirement on product, price, channel and promotion in a specific segment market. When there is a resonance, it is appropriate. Finally, make specific analyses on the influence factors of technological innovation's target market strategy.