Research Regarding Small And Medium High-tech Enterprise Marketing Management System According To4R Theory

The small and medium-sized high-tech enterprises, an integral part of the national economy development, are essential to promote both the national economy and social harmony. With China’s accession to the WTO, domestic small and medium-sized enterprises had experienced rapid development by national support. However, the US sub-prime mortgage crisis in2008and the European debt crisis in2009had deteriorated environment, increasing competition and revenue pressure for domestic small and medium-sized high-tech enterprise pressure. It raised a new challenge for the domestic small and medium-sized high-tech enterprise’s survival and development. Traditional small and medium-sized high-tech enterprises are mostly "paternalism" way for marketing management. Such management is partialness and may have greater risk, cause once the external environment deteriorates the enterprise will face survival crisis. Therefore, how to improve scientific marketing management ability, setting up effective mechanism of management and marketing exploration becomes very meaningful.XT technology companies are small and medium-sized high-tech radiofrequency (RF) manufacturers which had been established during the10years when China was under rapid economic development. In early times, the company founder had seized the opportunities and laid the foundation of superior technology in the communication industry by the connections of family members and paternalistic marketing management. Through selective customers, the enterprises had made rapid progress and achieved total revenues more than100million in just three years. XT technology companies therefore had timely made strategic adjustments, however, the company’s original paternalistic marketing management failed to give effective support to the strategy. Therefore, an effective marketing management is urgent needed to institutionalize and standardize the company’s marketing team to improve the efficiency of marketing management, achieving breakthroughs in the medical and internet of things.Base on the traditional4P and4C relationship marketing theory,4R theory includes four marketing factors, which are relationship, retrenchment, relevancy, reward, focusing on customer loyalty building with the most valuable customers,(maximizing revenue satisfying customers to get win-win situation by long-term interacting with most valuable customers. Each4R marketing elements includes two core marketing capabilities, Relationship includes services and experience two core competencies; Retrenchment includes technology and convenience two core competencies; Relevancy includes profession and commodity two core competencies; Reward includes taste and time two core competencies. Compared4R theory with the traditional4P and4C theory,4R theory focus more on the demands digging and creating, it could enhance market adaptability of small and medium size high-tech enterprises by adjusting the combination of core competences effectively, and overcome fund shortage of small and medium size high-tech enterprises by attention to financial returns.This article bases on4R marketing theory, combines with XT tech-company’s corporate strategy, organizational structure, operations and customer characteristics, and choses three key capabilities, profession, service and time, as the core capacities combination of4R marketing system for XT tech-company. This article, builds a detailed exposition for4R marketing system of XT tech-company in four aspects, which are marketing organizational structure adjustment, marketing process, marketing regulations and marketing incentives develop marketing. In this way, this article presents a clear method to establish4R marketing management system for small and medium high-tech enterprises.