High-tech Industry Marketing Strategic Research In China

For the character of high-tech industry such as market uncertainty, technological uncertainty and competition circumstance uncertainty, traditional marketing mode cannot satisfy the need of high-tech industry. The standard marketing mode, e.g.: 4Ps (product, price, place, promotion) always be the useful tools, but we must adjust them to suit for the circumstance of high-tech industry. The importance of this thesis is the first P(product). Because product is the sole of hi-tech industry, is the basic of other 3P. it decide the continuance ability of industry. The main aim of this thesis is supply a framework for the marketing decision-making in the high-tech circumstances. This framework can help to understand the normal character of high-tech circumstances, also, can improve the anti-risk ability of high-tech product marketing.At first, this thesis has a description of characteristic of industry marketing relate to high-tech, and analyze the difference between the industry in my country and outside. The gap can figure out the way of future struggling. Then, the thesis design the high-tech industry marketing forum suit for our country. This forum include four basic element: focus the customer, inner marketing circumstance, outside marketing circumstance, marketing strategic. The inner and outside circumstance can figure out five boundary system, they are key for the industry to choose the strategic vision, the product strategic, the product line strategic, and the marketing strategic.Competition advantage have many resource such as industry scale, industry investment. But nowadays, the industry develop the new products, new techniques, new service which use the knowledge, technology, experience effectively can be the winner. At last, we need explain the relationship between innovation and marketing strategy. Innovation is plant in the sole of high-tech industry, just like the blood; and marketing is the nerve systems. They supplement each other and cooperate to support the industry. They embody in every facet from normal management to company culture, and they must work harmony to improve the health and expand.