高新技术产品差异化市场营销战略初探  

An exploration of differentiated marketing strategy for high-tech products

作　　者：范钧[1] 

机构地区：[1]浙江大学管理学院,浙江杭州310027

出　　处：《科学学研究》2004年第5期517-521,共5页Studies in Science of Science

摘　　要：首先从市场定位、市场细分和市场生命周期三个角度论述了高新技术产品差异化市场营销战略的作用机制,然后引入了差异化矢量和战略关键点这两个重要概念和战略分析工具,最后从实施策略、实施误区、可持续性及其与成本领先战略的相关性四个方面对差异化战略的具体实施做了较深入的分析。Based on the theories of market positioning, market segmentation and life cycle, the article first discusses the function mechanism of differentiated marketing strategy for high-tech products. Then it introduces the Vectors of Differentiation and Strategic Key Point, both of which are important concepts and strategic analysis tools. The article finally analyses the practice of differentiated marketing strategy from four aspects: application in practice, common mistakes, durability and the relativity with overall cost leadership strategy.

关 键 词：高新技术产品 差异化 市场营销战略 

分 类 号：N031[自然科学总论—科学技术哲学] F276[经济管理—企业管理]