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高技术产品具有附加价值高、科技含量高、更新速度快、用户对服务水平要求高等特点,这就决定高技术产品的市场营销组合策略具有许多特殊性。市场营销组合,即企业针对目标市场的需要对自己可控制的各种营销因素的优化组合和综合运用,使之协调配合,扬长避短,发挥优势,以便更好地实现营销目标。企业可控制的营销因素是很多的,可分成几大类,最常用的一种分类方法是由美国著名营销学院家 E·J·麦卡锡提出的,即把各种营销因素归纳为四大类:产品(Product)、价格(Price)、地点(Place)和促销(Promotion),由于这四个方面的英语词汇都是“P”开头,所以简
High-tech products have the characteristics of high added value, high technology content, fast update speed, and high level of user demand for service. This determines that the marketing mix strategy of high-tech products has many special features. The marketing mix, that is, the company’s optimization and combination of various marketing factors that can be controlled by the target market and the integrated use of the various marketing factors, so that they can coordinate and cooperate with each other to avoid weaknesses and give full play to their advantages so that they can better achieve their marketing goals. There are many marketing factors that enterprises can control, and they can be divided into several major categories. The most commonly used classification method is proposed by the famous American marketing school homer EJ McCarthy, that is, the various marketing factors are grouped into four categories: Product, Price, Place, and Promotion. Since these four aspects of English vocabulary are all beginning with “P”,