New High-tech Products In Emergence Marketing Strategy Research

Along with the product market competition more intensification, product lifecycle shorter, the enterprise needs to continuously develop new products to meet the needs of the market. High-tech product due to their own uniqueness, in just to market facing greater challenges, high-tech enterprise must solve the problem of how to improve its products market competitiveness in emergence. On the other hand, new high-tech enterprise also faces this difficulty. Enterprise can't depend entirely on the traditional market marketing theory to guide its market practice.This article review life cycle of high-tech product and market competition strategy first. Then, analysis the high-tech products problems in emergence and the theory of traditional competitive strategy, finding the central task of high-tech products in emergence is activating potential demand. And then through high-tech products typical case demonstrates the viewpoint, and further analyzes the influence factors of demand activating processes. Finally, based on the high-tech products demand startup behavior, analyzes enterprise correct market competition strategy choice for high-tech products in emergence.Through research, this paper argues that the core task of high-tech products in emergence is activating potential demand. The start-up process of potential demand during is influenced by industry overall level, policy, consumer cognitive factors, Industry level and policy will directly or through the enterprise behavior indirectly impact potential demand startup. Therefore high-tech enterprise market competition should focus on the potential demand start-up in product emergence. And actively promote industrial chain development, competitors and government relations management, and take the opportunity to grab industry leader position, set product industry standard, through the market leader strategy raise market competitiveness, put high-tech products into market successfully.