企业市场营销外文文献——中文译文.doc

Science and technology enterprises Marketing Strategy ABSTRACT With the coming of knowledge-based economy,higllnew-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 oll technology advantages，accordingly neglect the research and applications of marketing strategy and management，and then caused the Marketing Myopia resulting in passiveness evefl defeat to the management．So how to exercise modem marketing theories，research and constitute marketing strategy and policy of lIighnew-tech enterprises，and provide necessary theory base and suppoaing to the marketing problems of hiighnew-tech enterprises，has some reality significance and generalize application value to promote continuance，healthy and rapidly development ofhighnew-tech enterprises． KEYWORDS：highnew-tech enterprise，marketing strategy,technical marketing，innovation ofmarketing theories First, the science and technology enterprise marketing strategy Marketing strategy is the enterprise under the guidance of the marketing concept , the application of modern management methods , for a period of time , the development of the overall business marketing ideas and planning. Marketing strategy consists of three different levels of content : target market, market positioning and marketing mix . The so-called target market is the company established to serve customers. The so-called market positioning is an enterprise cultivate certain characteristics for the product , and establish a certain image of the product , in the minds of customers in order to form a special preference , it is to attack the target market point of attack and defense point selection . Marketing mix is the enterprise to meet the needs of the