Marketing Strategy for High-Tech Enterprises (Marketing Series Textbooks of Renmin University of China)

Author: Zhou Hongyang Jing
Publisher:
Publish Date: 1999-03-17
Features: Preface At the turn of the century, the knowledge economy is upon us. Without a doubt, the knowledge economy will become the mainstream of economic development in the 21st century. As the pillar industry of the knowledge economy, high technology is developing at high speed. The competition in the global economy is increasingly high-tech competition, and high technology has become the most dynamic factor in modern productive forces. Against this backdrop, to promote the development of China's high-tech industry and the rapid growth of enterprises, we believe it is necessary to conduct specialized research on the development strategies of China's high-tech enterprises. High-tech enterprise marketing strategy is a study of the marketing decision-making process of high-tech enterprises from a strategic perspective. It should be said that the marketing activities of high-tech enterprises differ from those of general enterprises, and sometimes the differences are very obvious. Therefore, the marketing strategies, tactics, and methods used are also different. This book applies basic marketing theories, closely high-tech enterprise practices, and conducts a relatively in-depth analysis of the marketing activities of high-tech enterprises. It provides a detailed discussion on the role of marketing in high-tech enterprises, market analysis, market selection, market positioning, marketing mix, and marketing management practices. It is hoped that this book will be beneficial to readers. The main content of the book is divided into four parts. Part I—General Theory of High-Tech Enterprise Marketing Strategy. This part briefly elaborates on the definition of high technology and its industry, as well as the uniqueness of marketing in high-tech enterprises, and introduces the operation of the entire high-tech industry, which is expected to be helpful to high-tech enterprises themselves. Part II—High-Tech Enterprise Marketing Strategy Planning. This part mainly discusses the marketing strategy planning of high-tech enterprises