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论文编号：	5455
作者编号：	1120070724
上传时间：	2013/6/8 11:27:26
中文题目：	基于技术创新战略类型的高新技术企业全球营销战略研究
英文题目：	Gobal Marketing Strategies of High-tech Enterprises based on the Typies of Technology Innovation-based on the Samples of 180 Enterprises
指导老师：	吴晓云
中文关键字：	全球化 高新技术企业 技术创新 全球营销战略
英文关键字：	Technological Innovation，Market Diffusion，High-tech Enterprises，Global Performance
中文摘要：	世界上大多数国家都把发展高新技术作为国家的首要战略任务，纷纷制定政策措施，调整资源投入，兴办高科技园区，努力发展本国的高新技术产业，争取占据世界经济的制高点。几乎所有国家都致力于通过发展高新技术、高新技术企业和产业提升国际竞争力和增强综合国力。高新技术产业已成为促进经济增长的先导性产业和增强一国经济竞争力的战略性产业。就高新技术时代全球营销战略的发展趋势来看，世界各国进入高新技术的时代并不是偶然，这是一种必然的历史发展趋势，同时也是世界各国政府积极采取各种扶植政策，大力发展高新技术产业、推进高新技术企业发展的必然结果。世界各国，尤其是发达国家和新兴工业化国家，在支持高新技术企业发展和技术创新等方面都在不遗余力的，通过制定各种规划和实施各种不同政策促进高新技术的发展，不断促使国家的高新技术的发展逐步高精尖化，从而实现各个层次的突破；我国的高新技术企业不断进行自主研发和进行技术创新，在世界高新技术产业中占尽先机，并且获得了一定的优势；我国高新技术产业逐步影响更多领域，从而实现整个国家经济的腾飞。企业的全球营销战略管理问题，是企业战略研究的一个重要理论议题，同时具有十分重要的实践指导意义。高新技术企业在全球化的环境下，其生产、组织、维护等各个环节都更加充满了复杂性。如何合理地构建科学的高新技术企业全球营销战略体系，如何更有效的满足其管理的需要，必然是理论和实践有待解决的首要问题。源于当前紧迫完善高新技术企业全球营销战略的战略制定，以及提高高新技术企业全球营销战略实施的效率效果，对高新技术企业全球营销战略进行进一步的细化研究是十分必要的，且具有较为重要的现实意义。本研究在技术创新类型的基础上对高新技术企业进行分类，首先分析高新技术的定义与特征，探讨高新技术产品、企业和产业的定义以及高新技术产业的发展趋势，进而进行理论组合集成和综述，包括技术创新理论、全球营销理论、战略规划与制定方面的理论等方面。其次，提出研究模型与理论假设，主要包括高新技术企业的全球营销战略模型的构建思路以及高新技术企业的全球营销战略维度构建，主要从全球产品战略、全球定位战略和全球竞争战略三个方面进行分析；再次，进行实证研究设计，主要包括：调研对象的界定及调研流程设计、样本选择标准的确定及样本选择、量表开发及问卷设计三个层面，其中问卷调查从以下四个方面展开：基于技术创新三种类型的高新技术企业特征评价；基于三种创新类型的高新技术企业全球营销战略选择评价，调节变量因素对高新技术企业全球营销战略的影响评价；全球经营绩效方面的评价。最后，基于以上关于高新技术企业全球化战略从提出问题到解决问题等流程的讨论，基于问卷调查的六方面的调研结果数据的统计分析和整理，提出本研究的研究结果、管理启示和政策建议。值得特别提出的是，本研究提出了不同调节变量情境模式下，即不同全球化程度与不同市场饱和度情况下，高新技术企业可能采取的三种不同的技术创新类型与全球营销战略的组合。通过180家高新技术企业的问卷调查进行实证检验，这些战略组合分类的有效性和规律性得到了实证检验。对于面临全球化发展的高新技术企业来说，这些战略模式提供了值得参考和借鉴的指导建议。
英文摘要：	Global strategic management of high-tech enterprises is an important business strategy of theoretical topics and practical issues. High-tech Global strategic management, planning, organizing, maintaining of the links is full of complexity, how to build high-tech enterprises of scientific management system, global strategy, and how to build a more effective management framework to meet the building must be a means of management, which is an essential problem in the management of innovation process. Global strategy for high-tech enterprises’ further refinement, the basic needs of the division of labor, improvement of the high-tech enterprises from the current tight global strategic management, and global strategic management of high-tech enterprises to improve the performance of significance, and its relevance is more evident. As we all know, based on technology innovation and market diffusion of high-tech enterprises from the meaning of global strategic point of view, the main conditions to explain almost all countries are committed through the development of high-tech, high-tech enterprises and industries to enhance international competitiveness and increase the comprehensive national strength. Most of the world regards the development of high-tech as the country's primary strategic task of developing policies and measures that have to adjust allocation of resources, set up high-tech park, efforts to develop its own high-tech industries, for occupying the commanding heights of the world economy. High economic growth has become the leading industry and enhances the economic competitiveness of a country's strategic industries. The trend of global strategy for the development of high-tech age that transmitting from high-tech world into the era of the phenomenon is not accidental, it is a historical necessity, but also national government has adopted various policies to develop high-tech, high-tech enterprises with the inevitable result of high-tech industries to support it. World, especially the developed countries and newly industrialized countries, in support of high-tech development and technology innovation to spare no effort, planning and implementation through the development of a variety of different policies to promote high-tech development, and constantly make their sophisticated high-tech direction to achieve a breakthrough at all levels; high-tech companies continue to carry out independent research and development and technological innovation, high-tech products in the world to take the lead field to achieve the national industrial and economic takeoff. This study first analyzes the definition and characteristics of high technology to explore the high-tech products, as well as the definition of enterprise and industry development trend of high-tech industry, and then review the theory, including theories of technological innovation and market diffusion theory, the impact of factors of high-tech enterprise development Global Strategy theory, strategic planning and development aspects of the theory and so on. Secondly, the research model and theoretical assumptions, including global strategic model of high-tech enterprises and the idea of constructing high-tech enterprises to build global strategic dimension; again, the empirical study design, including: the definition of research objects and research process design sample identification and sample selection criteria selection, scale development and design of the questionnaire at three levels, including questionnaire from the following six aspects: the key factors external to the organization's global strategy on high-tech enterprise impact assessment; the key factors within the organization global strategy on high-tech enterprise impact assessment; adjustment variable factors on the high-tech enterprise impact assessment of the global strategy; high-tech enterprises based on technology innovation evaluation of the performance of the global strategy; the proliferation of high-tech enterprises based on market performance evaluation of the global strategy; global aspects of business performance evaluation. Finally, based on the above high-paying technology companies on global strategy to solve the problem from the questions the discussion of such processes were based on six aspects of the survey, this study provides conclusion of survey dates, management ideas and policy recommendations.
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