A Research On Marketing Strategy For High-Tech Enterprises

At the same time as the reform deepened and expanded,China also quickly entered the era of knowledge economy.With the advancement of science and technology,the demand for high-tech products has increased,and the status and role of high-tech enterprises in the development of the national economy has become increasingly important.Under this environment,high-tech enterprises have actively increased their investment in research and development capabilities,production capacity,products and services,and strive to achieve upgrading.There is a general emphasis on product development and technology upgrading,but neglecting the specific marketing strategies of research enterprises.How to help high-tech innovative enterprises to enhance market awareness,establish modern marketing concepts,and develop marketing strategies that suit their own characteristics,in order to continue to maintain rapid development and maintain high profit margins,this is a topic worthy of further discussion.In this paper,EL Co.,Ltd.is taken as an example.The combination of scientific theory and actual research is used to meticulously dissect the internal and external environment of the company,and to analyze the various shortcomings in the process of marketing strategy formulation,execution and adjustment.A marketing strategy suitable for the company's development is proposed to strengthen the company's strong competitiveness in the laser market.At the same time,this paper also attempts to explore a set of generally applicable marketing theories and specific methods of operation for this type of high-tech innovative enterprises in China.This thesis is based on the classic 4P combination theory in the field of marketing,and correspondingly proposes a set of marketing strategies applicable to the development of EL company:(1)Product strategy.On the one hand,to complete the strategic layout of industrial laser processing fields such as laser marking,engraving,cutting,cleaning,welding,and related upstream and downstream industries such as PCB drilling equipment,combined with intelligent control of CNC machine tools,OLED cutting systems as well as continued to increase the research and development of core components such as core devices such as large ultraviolet,femtosecond,and picosecond lasers.On the other hand,it will further strengthen the market development in the field of automation equipment and intelligent robots.(2)Price strategy.The marketing price strategy must be flexible and specific.Specific price strategies have to be launched in different markets.(3)Channel strategy.In the Internet age,EL companies must actively build and develop online sales systems.At present,these channels are mainly concentrated in the economically developed areas of the Pearl River Delta and the Yangtze River Delta.In comparison,there are fewer channels in other market regions.Therefore,in the development process,EL companies need to increase the marketing channel construction in the areas covered by the laser products market.Improve product availability so that products can reach the user's hands most efficiently and quickly.(4)Promotion strategy.On the one hand,for the new products and technologies developed by the company,to promote through the network,magazines,multimedia and other means of publicity;on the other hand,the company must actively carry out public relations activities and do a good job in public relations.on the other hand,we must actively carry out public relations activities,do a good job in public relations.It is generally recommended to adopt new product promotion or conferences,etc.,according to the needs of publicity,timely adopt brand promotion,service promotion,charity activities and other forms.In addition,you can create a variety of free experience opportunities,while promoting new products,product training for customers.