21st Century Path of Chinese Electronics Enterprises

Author: Du Yi, Editor-in-Chief
Publisher:
Publish Date: 2002-06-01
Features: This research project was completed through collective wisdom. There are three key points to note for the readers:
1. Content: The study covers various aspects of marketing management in China's electronic enterprises. First, it examines the business philosophies followed by Chinese electronic enterprises, traditional market analysis methods, product innovation, distribution channel innovation, pricing strategy pitfalls, and outdated promotional concepts. The research report is extensive in content and information, offering a profound summary of the marketing management activities of Chinese electronic enterprises since the reform and opening-up. Second, Chinese electronic enterprises have been in the market for over two decades and have demonstrated numerous innovative highlights in their marketing management, which are the focus of this study.
2. Key and Difficult Points: Innovation in business philosophy, market analysis methods, and the exploration and expansion of enterprise market innovation are the key and challenging areas of this research. Before achieving market innovation, enterprises must first realize innovation in their business philosophy. Traditional business philosophy follows an enterprise-centric model, leading to a failure to truly understand the market and making operations subjective and experience-based. New business philosophy shifts the focus from "managing the self" to "managing needs" and "managing the market." Second, traditional market analysis methods only involve product positioning, focusing solely on the market space of products. New market analysis methods emphasize placing products in the hearts of consumers, achieving "psychological positioning." Finally, the development and expansion of enterprise market innovation areas include market innovation methods, levels of product innovation, distribution channel innovation models, pricing competition theory and positioning, and promotional concept innovation.
3. Breakthroughs and Innovations: The breakthroughs and innovations of this research are primarily reflected in the following two aspects. First, the innovation in research methods. This study combines theoretical analysis methods and empirical analysis methods, providing a solid theoretical foundation for the research framework while incorporating vivid enterprise case studies to demonstrate rigorous theories. The combination of theoretical and empirical analysis gives the research dual advantages—depth and distinction from general popular guides. Second, the research has drawn several important conclusions, including: the five-level theory of product innovation, channel management based on relationship marketing, the theory of the relationship between competitive pricing and market positioning, the long-term promotional concept theory, and the summarized practices of marketing organizational models. These conclusions are highly characteristic of China and highly adaptable.