Science And Technology Enterprises Marketing Strategy And Management Studies

With the coming of knowledge-based economy, high & 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 on technology advantages, accordingly neglect the research and applications of marketing strategy and management, and then caused the Marketing Myopia, resulting in passiveness even defeat to the management. So how to exercise modern marketing theories, research and constitute marketing strategy and policy of high & new-tech enterprises, and provide necessary theory base and supporting to the marketing problems of high & new-tech enterprises, has some reality significance and generalize application value to promote continuance, healthy and rapidly development of high & new-tech enterprises.The enterprise characteristic, products properties, market demanding and marketing of the high & new-tech enterprises was researched in this article, and also the issues of constitution, administration and management of the marketing strategy was researched. Finally, the marketing strategy and also analyze and evaluate of the results was designed and a conclusion was drawn: high & new-tech enterprises should notice and avoid the Marketing Myopia while constitute marketing strategy and during the marketing. The strategy foundation for the marketing strategy constituting of high & new-tech enterprises is target marketing and marketing orientation strategy. The marketing subdivision should be according to style of "Bowling", that means to conquer the key customers, then succeed one by one, resulted in the purpose of marketing expand. Constituting marketing strategy should base on Technology Adoption Life Cycle, and combine the property of products and industry market. Based on 4P marketing theory, the product strategy, price strategy, distribution strategy and promoting strategy of high & new-tech enterprises is researched emphatically , also with the combination of technology supporting, service marketing strategy, value chain marketing strategy and the application of social responsibility marketing strategy, the...