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高科技能否迅速发展、除了工业生产方面的原因外,主要是市场开发问题。因此市场营销就成了高科技成功的基本要素之一。从目标市场策略上看,高科技市场营销比之一般市场营销活动来说较多地细分技术、需求层次,较少地细分民族、文化、政治、自然条件诸元。这就使得目标市场策略十分复杂。一方面,区别适用技术是高科技市场细分的主要内容。例如,发达国家之间的高科技交易往往以尖端理论和技术为主,而发达国家与发展中国家之间的高科技贸易则以发展中国家的传统工业技术更新为主,较多地强调高科技成果的直接应用价值。这种需要以各国已确立的产业结构为依据;另一方面,由于多数国家的“双元经济结构”的作用,直接吸收当代最新尖端高科技成果又成为这些国家的当务之急。这种需要在一定程度上超越本国的产业结构。
Whether high-tech can develop rapidly, in addition to industrial production, is mainly a matter of market development. Therefore, marketing has become one of the basic elements of high-tech success. From the perspective of the target market strategy, high-tech marketing is more subdivided in the level of technology and demand than general marketing activities, and it is less subdivided into ethnic, cultural, political, and natural conditions. This makes the target market strategy very complicated. On the one hand, differentiating applicable technologies is the main content of high-tech market segmentation. For example, the high-tech trade between developed countries tends to focus on cutting-edge theories and technologies, while the high-tech trade between developed and developing countries relies mainly on the traditional industrial technologies of developing countries. The direct application value of scientific and technological achievements. This need is based on the established industrial structure of each country. On the other hand, due to the role of the “dual economic structure” of most countries, direct absorption of the latest cutting-edge high-tech achievements has become a top priority for these countries. This need to go beyond the country’s industrial structure to a certain extent.