基于技术营销理论的汽车企业市场培育研究-企业管理专业论文.docxVIP

AbstractDomestic Abstract Domestic marketing activities experienced from mass production，quality production to meeting customer demand since 1 980s．After 2000，continuously improving product technology and increasing product added value become the hot issues．Corporate research department began to realize that only professional technical knowledge is not enough for contributing to business performance，but also have the marketing knowledge；At the same time，marketing staffs wim professional technical knowledge will finish the marketing work more easily．In recent years，domestic enterprises managers and scholars continue to study these issues deeply and put forward the concept technology marketing,and then through a period of time it gradually forms some theories and methods． Technical marketing is always concerned by business circles since it Was put forward clearly．In fact，it is popular depended on market environment of enterprises． Chinese companies came through reform changes from the planned economy to the market economy,and a strong attack from foreign companies after entering WTO． Now they ale facing unprecedented challenges．In the past years，the policy advantage,price advantage and cost advantage are gradually disappearing． Personalized awareness of customers and the ability of accessing information are becoming stronger,which are warning that companies need to change the traditional marketing methods，increase the technological content of products and technical support services，and improve customer value．Technology marketing is just meeting this request，SO it become the best choice for enterprises． This paper summarizes research results of technology marketing at home and abroad，confining the definition of technical marketing,and clarification the differences among similar concepts．Then put forward four technology structure for market cultivation：organizational structure，personnel structure，technology center, marketing center,analyse the process of market cultivat