High-tech Consumer Goods Trading Barriers Causes And Countermeasures

With the development of social economy and technology, high-tech consumer products gradually can be seen in our every day's life. Every high-tech company pays emphasis to the growing market. Thus, more and more high-tech companies introduce new products rapidly. The result is that on the one hand, meet consumer's versatile needs; on the other hand, too choice to decide. Furthermore, high-tech consumer products are easily imitated. Consumer cannot identify which one is better. So, consumer carefully selects products to avoid mistakes. How to make consumer purchase your products not others is the key to business success. The best technology is not equal to the best product, the best products is not equal to the best market, the most important part lies in how to change technology to market. Breaking transaction obstacle of high-tech consumer products and smoothly realize high-tech consumer products marketlization are research task of theory meaning and practice value.From basic theory and business practice, we can see high-tech consumer products have own market feature, consumers have own purchase behavior and companies have own marketing strategy. It is not like common consumer products and like high-tech industry products. The demand of high-tech consumer products is derivative, co-progressive and ratcheting. High-tech consumer products have s-shape life circle. There are barriers of time synchronization, widely association, widely alternative and consumers' habit in the market. Consumer's purchase behavior belongs to complex behavior.From point of view of company, the paper aims to find solutions to break through transaction barrier of high-tech consumer products and smoothly realize marketlization in order to give valuable suggestions. First, the paper makes the analysis of diffusion process of high-tech consumer products based on the theory of communication and consumer behavior, including information communication process and purchase process. We can see specific receiver, appropriate time, reachable channel and correct information can bring effective communication of information. Purchasing power, product feature, perceived risk, definite knowledgeof product and usage, consumer habit, purchasing environment and buying time all influence purchase behavior of consumer. Then, considering five basic conditions of transaction, the paper concludes that there are six kinds of transaction obstacles: one party, valueless party, information communication obstacle, purchase obstacle, re-purchase obstacle and environment influence. Next, the paper investigate the factors which influence transaction, including concept, technology, mind, strategy, market, competition, environment, time, service, and so on. Finally, the paper gives solutions to obstacles, which are effective communication method, latent need satisfaction method, low risk method, low competition disturbance and emergence solution. The paper gives examples to prove them.