中国企业高技术产品的国际营销策略研究
摘要
随着全球经济一体化的加快和我国加入世贸组织，国内高技术产业正处于一个关键时期。国内高技术企业要想在复杂变化的营销环境及日趋激烈的国际竞争中取得发展，就必须学习和运用现代市场营销理论和高技术产品营销思想，来制定和实施营销策略，适应不断变化的国际市场需求。
科泰新技术公司、同方威视公司和华为公司这三家公司都是近几年迅速成长起来，具有代表性的中国高技术企业。科泰新技术公司积极致力于我国自主开发，在国际领先的抗疟新药-双氢青蒿素的国际推广。同方威视公司依靠在核辐射应用技术领域的突破，成为全球快速集装箱检查系统强有力的供应商。华为公司则是在数据通信领域不断追赶国际先进水平，成为国际路由器产品市场极具潜力的竞争者。本文通过对这三家企业高技术产品国际营销活动的研究和分析，探讨我国高技术企业参与国际竞争的有效方法，找出适合我国高技术产品国际营销的策略。
本文首先指出，高技术产品的市场发展具有不同于传统产品的特性，识别特定时期高技术产品市场的特点是有效营销的前提。文章运用美国高技术营销专家杰弗里·摩尔提出的“技术采纳生命周期”理论，对科泰新双氢青蒿素、同方威视集装箱检查系统和华为路由器产品的国际市场发展阶段、特点及其相应的营销实践进行了分析。文章指出，只有积极识别、分析高技术产品所处特定的市场发展阶段，并根据这一时期市场的特点，制定有效的营销策略，国内企业才能在激烈竞争的高技术市场取得发展。
接着，本文运用有关高技术产品开发和管理的思想，对这三家企业产品平台开发及衍生基础技术进行了分析。文章指出，高技术环境下，核心技术是成功的要素，对产品平台开发及衍生基础技术能为企业带来扩张市场的杠杆效应。只有建立和不断完善技术核心，加强衍生产品开发，高技术企业才能保持竞争优势，取得可持续发展。
通过对这三家国内企业高技术产品定价及其市场表现分析，文章还指出，对国际市场竞争地位的正确认知是高技术产品有效定价的前提。中国企业应根据其高技术产品所处竞争地位，结合市场竞争的实际情况，灵活运用价格策略以便吸引消费者采用新产品和对抗竞争对手的进攻，并确保公司的赢利能力和持续发
展。
本文还总结了这三家企业建树品牌的营销实践。通过对这三家企业高技术产品国际营销过程中建树品牌的分析，文章指出，建树品牌是赢得市场和持续发展的关键。国内企业只有通过实施品牌战略，塑造企业形象，形成顾客对企业及其产品的认同，才能在国际高技术产品市场的竞争中为客户所认可，赢得市场，取得可持续发展。
本论文通过对现有高技术产品营销理论的回顾和对已知的我国高技术企业国际营销实践的例证分析，归纳出我国企业高技术产品进行国际营销的一些指导思想，对我国高技术产品进入国际市场有一定参考意义。
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 their
marketing 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
科泰新技术公司、同方威视公司和华为公司这三家公司都是近几年迅速成长起来，具有代表性的中国高技术企业。科泰新技术公司积极致力于我国自主开发，在国际领先的抗疟新药-双氢青蒿素的国际推广。同方威视公司依靠在核辐射应用技术领域的突破，成为全球快速集装箱检查系统强有力的供应商。华为公司则是在数据通信领域不断追赶国际先进水平，成为国际路由器产品市场极具潜力的竞争者。本文通过对这三家企业高技术产品国际营销活动的研究和分析，探讨我国高技术企业参与国际竞争的有效方法，找出适合我国高技术产品国际营销的策略。
本文首先指出，高技术产品的市场发展具有不同于传统产品的特性，识别特定时期高技术产品市场的特点是有效营销的前提。文章运用美国高技术营销专家杰弗里·摩尔提出的“技术采纳生命周期”理论，对科泰新双氢青蒿素、同方威视集装箱检查系统和华为路由器产品的国际市场发展阶段、特点及其相应的营销实践进行了分析。文章指出，只有积极识别、分析高技术产品所处特定的市场发展阶段，并根据这一时期市场的特点，制定有效的营销策略，国内企业才能在激烈竞争的高技术市场取得发展。
接着，本文运用有关高技术产品开发和管理的思想，对这三家企业产品平台开发及衍生基础技术进行了分析。文章指出，高技术环境下，核心技术是成功的要素，对产品平台开发及衍生基础技术能为企业带来扩张市场的杠杆效应。只有建立和不断完善技术核心，加强衍生产品开发，高技术企业才能保持竞争优势，取得可持续发展。
通过对这三家国内企业高技术产品定价及其市场表现分析，文章还指出，对国际市场竞争地位的正确认知是高技术产品有效定价的前提。中国企业应根据其高技术产品所处竞争地位，结合市场竞争的实际情况，灵活运用价格策略以便吸引消费者采用新产品和对抗竞争对手的进攻，并确保公司的赢利能力和持续发
展。
本文还总结了这三家企业建树品牌的营销实践。通过对这三家企业高技术产品国际营销过程中建树品牌的分析，文章指出，建树品牌是赢得市场和持续发展的关键。国内企业只有通过实施品牌战略，塑造企业形象，形成顾客对企业及其产品的认同，才能在国际高技术产品市场的竞争中为客户所认可，赢得市场，取得可持续发展。
本论文通过对现有高技术产品营销理论的回顾和对已知的我国高技术企业国际营销实践的例证分析，归纳出我国企业高技术产品进行国际营销的一些指导思想，对我国高技术产品进入国际市场有一定参考意义。
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 their
marketing 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
引文
1. 苏亚民、傅慧芬编，《现代营销学》（第三版），对外经济贸易大学出版社，1998年
2. 雅基·莫尔编著，胡奇英、杜荣译，《新产品与创新的营销》，机械工业出版社，2002年
3. 菲利普·科特勒等著，梅清豪译，《市场营销管理》（亚洲版，第二版），中国人民大学出版社，2001年
4. 沃伦·基坎，马克·格林著，傅慧芬等译，《全球营销原理》，中国人民大学出版社，2002年
5. 陈春宝著，《中国高技术产业发展与外贸竞争力》，东北财经大学出版社，1998年
6. 韩兆林著，《高技术产品营销特性研究》，复旦大学，2000年
7. 迈克尔·波特著，陈小悦译，《竞争优势》，华夏出版社，1997年
8. 方军，《新摩尔定律》，2002，www.gmdaily.com.cn
9. 《另"摩尔定律"--技术接纳生命周期及其内在断裂》, 2001年，www.i-power.com.cn
10. 李钢主编，《“走出去”开放战略与案例研究》，中国对外经济贸易出版社，2000年
11. 克里斯托弗·巴特利特，休曼特拉·戈歇尔著，赵曙明译，《跨国管理：教程、案例和阅读材料（第二版）》，2000年，东北财经大学出版社
12. Gardner, David M., Frank Johnson, "A contingency approach to marketing high technology products", 1999，www.mcbup.com
13. Mohr, Jakki, "The Marketing of High-Technology Products and Services: Implications for Curriculum Content and Design", Journal of Marketing Education，2000
14. Mohr, Jakki, "Marketing of High-Technology Products and Innovations", Presentation，www.indek.kth.se
15. Moriarty, Rowland T. and Thomas J. Kosnik, "High-Tech vs. Low-Tech Marketing：Where's the Beef", Harvard Business School, case #9-588-012, 1987
16. Moore, Geoffrey A., Inside the tornado: Marketing strategies from Silicon Valley's cutting Edge，1995,New York HarperBusiness， pp13-61
17. Moore, Geoffrey A., "Crossing the chasm", Presentation，
Moore, Geoffrey A., "Strategies for High-Tech Markets: Crossing the Chasm and Inside the
18. Tornado", Presentation, www.utdallas.edu/~murthi/IBM-chasm.ppt
19. Rosen, Deborah E.；Schroeder, Jonathan E.；and Purinton, Elizabeth F.. "Marketing high tech products: Lessons in customer focus from the marketplace"，Academy of Marketing Science Review，1998
20. Teemu Vehmaskoski, "Marketing Strategies in High-Tech Industries", Seminar in Business Strategy and International Business, Helsinki University of Technology, 2001,
2. 雅基·莫尔编著，胡奇英、杜荣译，《新产品与创新的营销》，机械工业出版社，2002年
3. 菲利普·科特勒等著，梅清豪译，《市场营销管理》（亚洲版，第二版），中国人民大学出版社，2001年
4. 沃伦·基坎，马克·格林著，傅慧芬等译，《全球营销原理》，中国人民大学出版社，2002年
5. 陈春宝著，《中国高技术产业发展与外贸竞争力》，东北财经大学出版社，1998年
6. 韩兆林著，《高技术产品营销特性研究》，复旦大学，2000年
7. 迈克尔·波特著，陈小悦译，《竞争优势》，华夏出版社，1997年
8. 方军，《新摩尔定律》，2002，www.gmdaily.com.cn
9. 《另"摩尔定律"--技术接纳生命周期及其内在断裂》, 2001年，www.i-power.com.cn
10. 李钢主编，《“走出去”开放战略与案例研究》，中国对外经济贸易出版社，2000年
11. 克里斯托弗·巴特利特，休曼特拉·戈歇尔著，赵曙明译，《跨国管理：教程、案例和阅读材料（第二版）》，2000年，东北财经大学出版社
12. Gardner, David M., Frank Johnson, "A contingency approach to marketing high technology products", 1999，www.mcbup.com
13. Mohr, Jakki, "The Marketing of High-Technology Products and Services: Implications for Curriculum Content and Design", Journal of Marketing Education，2000
14. Mohr, Jakki, "Marketing of High-Technology Products and Innovations", Presentation，www.indek.kth.se
15. Moriarty, Rowland T. and Thomas J. Kosnik, "High-Tech vs. Low-Tech Marketing：Where's the Beef", Harvard Business School, case #9-588-012, 1987
16. Moore, Geoffrey A., Inside the tornado: Marketing strategies from Silicon Valley's cutting Edge，1995,New York HarperBusiness， pp13-61
17. Moore, Geoffrey A., "Crossing the chasm", Presentation，
Moore, Geoffrey A., "Strategies for High-Tech Markets: Crossing the Chasm and Inside the
18. Tornado", Presentation, www.utdallas.edu/~murthi/IBM-chasm.ppt
19. Rosen, Deborah E.；Schroeder, Jonathan E.；and Purinton, Elizabeth F.. "Marketing high tech products: Lessons in customer focus from the marketplace"，Academy of Marketing Science Review，1998
20. Teemu Vehmaskoski, "Marketing Strategies in High-Tech Industries", Seminar in Business Strategy and International Business, Helsinki University of Technology, 2001,
© 2004-2018 中国地质图书馆版权所有 京ICP备05064691号 京公网安备11010802017129号 地址：北京市海淀区学院路29号 邮编：100083 电话：办公室：(+86 10)66554848；文献借阅、咨询服务、科技查新：66554700 |