研发策略与技术市场组合分析.pdfVIP

TopicSix:OtherFunctional

Strategies

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Thestructureofthemainknowledgepointsofthistopic

[Reviewandsummaryofpreviousexamquestionsonthistopic’sknowledgepoints]

·RDstrategy:

(2011)EnterprisesgenerallycanchoosetoobtainRDtechnologyachievementsfromexternalenterprisesorchoosetodevelop

technologieswithintheenterprisethemselves.Themainconsiderationsforthischoicearethespeedoftechnologicalprogressandmarket

growthrate.Therearegenerallyfourdifferentcombinationsoftechnologicalprogressspeedandmarketgrowthrate:(1)slow

technologicalprogressandmoderatemarketgrowthrate;(2)rapidtechnologicalchangeandslowmarketgrowth;(3)slowtechnological

changeandrapidmarketgrowth;(4)rapidtechnologicalprogressandrapidmarketgrowth.Fortheabovefourcombinations,pointout

onebyonewhetherundereachcombinationthecompanyshouldchoosetoobtaintheRDtechnologyresultsofexternalcompaniesor

choosetodevelopitsowntechnologywithinthecompany,brieflyexinthereasons,andbasedonthis,brieflyanalyzewhether

GuoxiongAutomobileInvestment’sdecisiontotlydeveloptheMaverickseriesofcarsisappropriate.

[Note:Theknowledgepointofthisquestionhasbeendeleted

fromthe2017textbook]

1.Marketingstrategy

（一）确定目标市场——目标市场策略

1.市场细分

（1）消费者市场细分的依据。

按照消费者所在的地理位置以及其他地理变量（包括城市农村、地形气

地理细分

候、等）来细分消费者市场

按照人口变量（包括、、收入、职业、教育水平、家庭规模、

人口细分

家庭生命周期阶段、、种族、国籍等）来细分消费者市场

心理细分按照消费者的生活方式、个性等心理变量来细分消费者市场

按照消费者或使用某种产品的时机、消费者对某种产品的使用率、

行为细分消费者对品牌（或商