企业市场营销外文文献——中文译文.pdf

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ScienceandtechnologyenterprisesMarketingStrategy

ABSTRACT

Withthecomingofknowledge-basedeconomy,higll＆new-techenterprisesplayan

increasinglystrategicroleinnationaleconomy，andalsomakegreatcontributetoproviding

advancedproductsandservices,promotingtechnicalprogress，enlargingemploymentand

developingthenationaleconomiccompetitivepower．ButwhiletheymakeaSUCCESSupon

advancedtechnologyandhi-techproducts，theyusuallyputtoomuchemphasisolltechnology

advantages，accordinglyneglecttheresearchandapplicationsofmarketingstrategyand

management，andthencausedtheMarketingMyopiaresultinginpassivenessevefldefeattothe

management．Sohowtoexercisemodemmarketingtheories，researchandconstitutemarketing

strategyandpolicyoflIighnew-techenterprises,andprovidenecessarytheorybaseand

suppoaingtothemarketingproblemsofhiighnew—techenterprises，hassomereality

significanceandgeneralizeapplicationvaluetopromotecontinuance,healthyandrapidly

developmentofhighnew-techenterprises．

KEYWORDS:high＆new—techenterprise，marketingstrategy，technicalmarketing，innovation

ofmarketingtheories

First,thescienceandtechnologyenterprisemarketingstrategy

Marketingstrategyistheenterpriseundertheguidanceofthemarketingconcept,theapplication

ofmodernmanagementmethods,foraperiodoftime，thedevelopmentoftheoverallbusiness

marketingideasandplanning.Marketingstrategyconsistsofthreedifferentlevelsofcontent:

targetmarket,marketpositioningandmarketingmix。Theso—calledtargetmarketisthe

companyestablishedtoservecustomers。Theso-calledmarketpositioningisanenterprise

cultivatece

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