Study On Marketing Strategy Of High-tech Industrial Product

In recent years, China’s high-tech industries have made marked progress, some of which have reached world-class levels. Marketing of many SME, in contrast, is in relatively low level. They do not know how to use modern marketing ideas for product promotion, far behind advanced foreign enterprises or other domestic industry. This paper conducts a study on this problem, aiming to provide useful reference to the improvement of their marketing.The article first analyzes the buying behavior of high-tech industrial product: its pruchase decision process is divided into five phases such as awareness, interest, evaluation, trial and adoption, in which stage decision-making information required is different; buying behavior is affected by some variables excluding environment, organization, person, interpersonal relationship, as well as economic conditions, acquisition strategy of purcaser and other factors; adopters of high-tech industrial products are classified into technology enthusiasts, visionaries, ragmatists, conservatives, skeptics,who has different procurement requirements; earlier adopters are usually in those industries where competition is moderate intensity, those companies which is larger, more profitable, focusing on technological progress; and Chinese high-tech industrial purchasing behavior has its own characteristics, embodied in two type of characteristics including "developing" and "China’s national conditions".Then, this paper evaluates the status of Chinese high-tech industrial product marketing,summarizes the existing five operating modes and their effects; and anlyzes problems of Chinese high-tech industrial product marketing in concept techniques as well as marketing organizations based on an actual typical case in laser industry.On these basis, the paper presents strategies to improve high-tech industrial product marketing. First, we must do a good job of marketing planning, including market segmentation, target market selection and positioning; Secondly, we should do well marketing information selecting strategy:About product attribute information, technology, quality, performance are most concerned about,followed by support services and risk factors; emphasis of the information dissemination should be determined according to different stages of the product life process and customer’s purchasing decisions, different roles customer purchasing centers; corporate property information is often used as auxiliary tools for product information dissemination; As for brand information, it should be highlighted in low competitive market, more simple procurement process, larger scale procurement center, a new procurement and so on; Thirdly, we should work well marketing channel selecting strategy:The first is to determine the target audience according to characteristics of earlier adopters; The second is to adopt different methods of communication that characterize different stages of customer purchases:non-commercial-non-staff promotion measures should be used in the demand-deciding stage, business-Non-personnel promotion should be a suitable means in the knowing stage, in the demand recognition and finding suppliers stage is most important the sales staff; The third is to determine a reasonable allocation of marketing resources based on the importance of different information sources; The forth is to determine the appropriate means of marketing mix strategies; The fifth is to regard industrial product marketing process as an important marketing channel. In addition, along with the degree of risk of product applications, personnel and financial capacity, should be different marketing measures.Finally, the paper advance a practical operating model of high-tech industrial product marketing. It divides hi-tech industrial product marketing into seven steps, and the most effective and practical methods of operation are recommended in each step.