High-tech Project Marketing Strategy Research

Wth the development of science and technology, more and more product which havebeen made by the high-tech method enter for the general market. The speed Which developed. raPidly is far from our imagine .The high-tech products is multiple used in many fields, such \as the engineering prOject. A new product always leads an engineering project. Advancedaviation industry can take fiJll advanage of its technology, administration, service and otherabilities. Though scale and configtiration differs according to the different requirement ofpurchasers, the attribute of different projects is same. We call these projects high-techengineering projects (It is called engineering project in the following article). The particularityof each project leads to different market strategy compared to common products. Thus specialresearch must be held fOr every aspects of its market plan. This article discusses relatedproblems based on the sale experience of Xi'an Aircraft Design and Research Institute.The importance of outer market opportunity, implicit market opportunity and edgemarket opportunity on project are researched. Meanwhile, the outer market opportunity isconsidered as the main opportunity in project. On the other hand, we should make sufficient'study on implicit and edge market to increase the whole market opportunity. How to managethe relationship between local market and global market is also studied. After the marketopportunity analysis of our company, the properties of market opening and emergency of timerequired have been emphasized. After that, a new point is brought ollt that the combination ofproduct characters and enterprise's marketing goal is the most impoftant thing.Making full use of the main channel of selling and combining with other types of sellingmethods is discussed, how to promote and enlarge the market and the former technology showmust be strengthened in marketing as well.The methods of bid, accounting in domestic market and several skills in bidding areanalyzed, the potential problems aroused in later accoun and how to deal with them are.discussed, too.