| High&new-tech shows comprehensive national strength of a country, and the process of high&new-tech industrialization converts technology into productivity. Researchers do too much on entrepreneurial management, study little in entrepreneurial process in the view of entrepreneurial marketing. This article makes efforts to apply entrepreneurial marketing theory to the entrepreneurial activity.Chapter 1 of this article is preface, which introduces something about this research in brief, such as: background, significance, purpose, studying methods and survey in domestic and aboard; Chapter 2 summarizes the notion of entrepreneurship, entrepreneurial process and entrepreneurial marketing and introduces market characteristic of high&new-technology industry, such as definition, industry characteristics, product characteristics and customers' characteristics, and carve up process of entrepreneurial marketing of high&new-technology enterprises, by two dimensionalities: customer's attitude towards new products and process of high&new-tech entrepreneurship, into three stages: planning stage, newly-established stage and newly-developing stage; Chapter 3 is about enterprise marketing concept, and points out three marketing concept mistakes of high&new-tech enterprises during carve-up: technology supreme, product supreme and sales promotion supreme, and then analyses three factors which have effect on evolution of market concept; Chapter 4 analyses market characteristics in the three stages, and proposes the countermeasure. During planning stage, the enterprises have to look for business partner, bring in investment and seek for working place, so they should keep good relationship between enterprise and correlated groups in means of relationship marketing. In newly-established stage, enterprises should deal with new product exploitation and market launch strategy, the enterprises can bring in Concurrent Engineering Theory, which takes total cost of PLC in consider synthetically, and coordinates... |
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