Study Of International Marketing Strategy Of Chinese High-tech Products

While global economy is becoming more closely integrated and China has already been a member of World Trade Organization, China's high-tech industry has to confront great challenge at this moment. To make further progress in the complicated, fiercely competitive global environment, it is critical for China's high-tech enterprises to learn modern marketing theories and related high-tech marketing principle and develop appropriate strategy to adapt to changing demand in the high-tech market.COTEC New Technology Corporation, NUCTEC Company and Huawei Technology Company are the pioneer ones of China's high-tech enterprises that have emerged in the last ten years. COTEC New Technology Corporation has devoted its resources to the international sale of a brand new antimalarial medicine: COTECXIN dihyfroartemisinin. With breakthrough in nuclear application technology, NUCTEC Company is becoming a major supplier of global container inspection system. While catching up with cutting-edge technology in telecommunication area, Huawei has the potential to become one of the leading suppliers in global routers market. This paper makes a study of international marketing activities of these three enterprises and their products respectively, discussing their approaches to international market, in an attempt to find an appropriate marketing strategy for China's high-tech products to compete in global market. The paper first makes a hypothesis that the high-tech products market has different characteristics compared to those of traditional products and to identify the uniqueness of the specific phase in high-tech market can lead to the forming of an effective marketing strategy. The paper applies technology adoption life cycle model developed by Geoffrey A. Moore, a guru for the new economy, to analyzing international market development of these three high-tech products namely COTECXIN dihyfroartemisinin, NUCTECH Container inspection system and Huawei Router, as well as their market phases, the uniqueness of each phases and theirmarketing practices. This paper concludes that China's high-tech enterprises should be aware of the market development phase their products falls in, and implement an effective marketing strategy according to the characteristic of relevant phase. The paper then hypothesizes that to form product platform and develop derived product may leverage the market expansion ability for high-tech enterprises. The paper uses the principles related to high-tech product development and its management to make an analysis of the establishment of product platform and development of derived products of these three enterprises. The paper then concludes that core technology is the key factor to success in high-tech arena. To master the core technology, make the improvement continually and emphasize development of derived product accordingly is the solution to gain competitive advantage and achieve sustainable development.The paper then makes another hypothesis that an effective pricing strategy depends on the right positioning of high-tech product in related international market. The paper analyzes pricing practices of these three enterprises and their relevant market performances. Accordingly the paper makes a conclusion that China's enterprises should implement flexible pricing strategy on the base of the competitive statues and competitive condition of their products in the market so as to attract potential consumers to adopt the new products, deal with challenge from competitors and keep the capability of making profit and make the sustainable development.The paper also hypothesizes that the brand building is crucial to win market and sustainable development for high-tech enterprises and their products. After summarizing the brand building activities of these three kind of high-tech products, the paper concludes that the implementation of brand building strategy and image building of the enterprise will enhance the awareness of China's high-tech enterprises and their products, which in turn will lead to...