New Perspectives on Marketing Capabilities of High-Tech Enterprises

Author: Xiong Wei
Publisher:
Publish Date: 2005-11-01
Features: Product promotion cannot be separated from product awareness, especially for high-tech products that are full of cutting-edge technology. Facilitating potential customers' genuine understanding of new products is a top priority in the marketing of high-tech products, its importance is no less than enhancing product and brand awareness. The maturity of a high-tech enterprise's marketing capabilities is reflected in its ability to effectively communicate product knowledge related to high technology to the market, and to enable potential customers to quickly understand the core value of the product, thereby completing the overall solution and winning the market. Based on a questionnaire survey of nearly 100 Chinese high-tech enterprises, this book empirically studies the impact of marketing capabilities on the market performance of high-tech products, as well as the relationship between the external environment of enterprises and marketing capabilities. The study found that customer awareness, competitive awareness, and the alignment between marketing and R&D have a significant impact on the market performance of high-tech products, while the intensity of market demand and the degree of socialization of information services significantly affect the marketing capabilities of enterprises.