《科技型企业市场营销策略研究-山东建筑大学毕业论文外文文献及翻译》由会员分享，可在线阅读，更多相关《科技型企业市场营销策略研究-山东建筑大学毕业论文外文文献及翻译（15页珍藏版）》请在金锄头文库上搜索。
1、本科毕业论文外文文献及译文文 献 、 资 料 题 目 ： Science and technologyenterprises MarketingStrategy文 献 、 资 料 来 源 ： Twitter Marketing For Dummies文 献 、 资 料 发 表 （ 出 版 ） 日 期 ： 2004.4院 （ 部 ） ：商 学 院专 业 ： 市 场 营 销班 级 ： 营 销姓 名 ：学 号 ：指 导 教 师 ：翻 译 日 期 ：山东建筑大学毕业论文外文文献及译文1外文文献：Science and technology enterprises Marketing Strategys
2、cience and technology enterprise marketing strategythe life cycle of technology acceptance theory is mainly high-tech products for theconsumer market the types of customers and the market characteristics of the researchdoes not fully applicable to the industrial market in high-tech products , but fo
3、r themarket research industry, high-tech science and technology enterprises product has acertain significance , therefore , accept the life cycle of the technical theory andcombining the characteristics of the market research industry to develop marketingstrategies and technology enterprises in the
4、traditional 4P marketing mix based on thetheory of technical support and service marketing strategy , value chain integrationmarketing strategy, marketing strategy of social responsibility role .1 , product strategyTraditional product overall concept that any kind of product are composed of threeele
5、ments: core products , tangible products ( performance , brand , quality, appearanceand style , etc. ) and additional product ( additional services and benefits ) . But as ahigh-tech product, it can be divided into the core product or core interests ( theproducts core interests or fundamental value
6、) , form the basis of the product orproducts ( physical presence in the form of products or external manifestations ) ,expected product ( customers buy products expect to receive when closely associatedwith a set of core product attributes and conditions ) , add-on products ( with thepurchase behavi
7、or extending additional services and benefits generated ) and potentialproducts ( 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
8、 a whole productmodel First, you must confirm the customers core interests ( core interestsconfirmation stage ) ; then to understand the customers core interests , developmentand production of high-tech products materialized ( materialized product stage ) :Then through marketing packagingroduct appl
9、ication knowledge dissemination , and山东建筑大学毕业论文外文文献及译文2so means to allow customers and partners to understand the implication of the truevalue of products , at this stage , there must be an early innovators have started buyingthe product, which is key to the success of high-tech product strategy sta
10、ge, we mustallow the market to establish expectations for the products ( expect established stage ) ;next, you must complete the installation, commissioning , maintenance and othersupport services mechanism , simplifying the business processes, enhancingknowledge transfer work ( complete solution ph
11、ase ) ; Thus , high-tech products havebeen common features of the product has , the last is the development of additionalcapacityBased on the above analysis, development of science and technology enterprises ofhigh-tech product strategy is as follows :( 1 ) First, to ensure the products core interes
12、ts and values in the form of tangibleproducts through to achieve tangible product contains high-tech products as much aspossible the technical content and added value. High-tech products as much aspossible reflect the core product functionality. Science and technology enterprisesshould give full pla
13、y to its technological advantages, targeting the market demand forthe development of targeted high technology, market demand urgent , good marketprospects , high added value and competitive new products to develop new productsand upgrading products Lord.( 2 ) as an additional product technical suppo
14、rt and service of high-tech products inthe market is the key to success . First, pre-sales technical support and services thatcan help customers improve understanding of new products , so that potentialcustomers understand the product s core values as soon as possible to help themdetermined to buy .
15、 Secondly, the scientific and technological products in the salesprocess is often accompanied by a large number of technical support and transfer ofscience and technology enterprises should increase product technical support andservice efforts, as much as possible to its technological advantage is r
16、eflected in thesales of add-on products , Technical support even become inseparable part of theproduct , allowing customers to purchase products at the same time , by receivingtechnical services to gain maximum benefit , in order to improve the competitiveness山东建筑大学毕业论文外文文献及译文3of products .( 3 ) tangible product to reflect the products superior performance, quality and brand ,to reflect the first-class technology , aFlow value of the product . Through quality syst
