联系我们

论文查询结果	返回搜索

论文编号：	3265
作者编号：	2120092332
上传时间：	2011/6/6 16:47:41
中文题目：	基于市场风险应对的高科技企业营销创新研究
英文题目：	A Study of Marketing Innovation for High-tech Enterprises Based on the Response to Market Risk
指导老师：	许晖
中文关键字：	高科技企业 市场风险 风险识别 营销创新
英文关键字：	High-tech enterprise Market risk Risk identification Marketing innovation
中文摘要：	步入知识经济时代，高科技企业在在国民生产总值中的比重不断上升，其在国民经济中扮演着越来越重要的角色。近年来高科技企业取得了长足发展和快速成长，许多知名高科技企业先后涌现，这不仅壮大了我国的科技力量，也促进了经济发展和民生就业。 但是高科技企业在发展过程中也遭遇了诸多市场风险，出现了许多营销方面的问题：不少企业患上了“营销近视症”，只注重技术的研发而忽视消费者真正的需求；营销观念相对落后；部门间缺乏沟通和协调；营销组织缺乏柔性等等。这些问题严重制约着高科技企业的健康发展，而一般产品的4p营销策略并不能完全适用于高科技企业，高科技企业要想应对市场风险，就必须根据自身行业特点施行营销创新。 本文在分析高科技企业的产品特点和市场需求特点的基础之上，提出了高科技企业的市场风险识别和聚焦流程，将高科技企业市场风险细化为产品风险、技术风险、竞争风险、消费者风险、中介商风险和政策法律风险，对企业的整体市场风险进行了模糊评价，并提出在营销观念、营销组织和营销策略三个层面进行营销创新以应对市场风险：实现产品营销观念向社会营销观念的转变，刚性营销组织向柔性营销组织的转变，传统营销策略向创新营销策略的转变，文章最后以奥的斯公司为案例佐证。目前关于高科技企业市场风险应对的研究比较少，希望本研究能丰富现有的理论，并为高科技企业的持续发展提供一些有益的建议。
英文摘要：	Steing into the era of knowledge-based economy, high-tech enterprises play a more and more important role in the national economy and the proportion of high-tech industries in the gross national product is rising. Recent years high-tech enterprises have made great strides and rapid development, emerging many famous high-tech enterprise successively, which not only strengthens our force of technology, but also promotes the economic development and people's livelihood&employment. But the development of high-tech enterprises also encounters many market risks, aearing many problem concerning marketing management: many companies suffering from a "marketing myopia",too much attention to technology development and ignoring the real needs of consumers; laggard marketing concept; lack of communication and coordination between departments; lack of flexibility in marketing organization, etc. These issues seriously restrict the healthy development of the high-tech enterprises. Since 4p marketing theory for common products cannot be completely alied to high-tech enterprises, high-tech enterprises must execute marketing innovation according to the characteristics of their industry if they want to deal with market risk well. Based on the analysis of high-tech enterprise product characteristics and market demand characteristic, this paper puts forward the process of market risk identification and focus for high-tech enterprise and refines the high-tech enterprise market risk as product risk, technical risk, competing risk, consumer risk, and policies&laws. Besides, fuzzy comprehensive evaluation methods was used to evaluate the whole situation of the market risk. This paper suggests deal with market risks by the innovation of marketing concept, marketing organization and marketing strategy,which means swiching from product marketing concept to social marketing concept of change, rigid marketing organization to flexible marketing organization, traditional marketing strategy to the innovative marketing strategy. Otis company is used as a case evidence at the end of this paper. At present researchs about coping high-tech enterprise market risk is less, hope this research can enrich the existing theories, and provide some useful suggestions for the sustainable developmen of high-tech enterprise.
查看全文：	预览  下载(下载需要进行登录)