Enterprise marketing can show the image, popularity and good reputation of the enterprise to consumers or customers, thus forming the brand image of its products or services in the eyes of customers and consumers. Generally speaking, high-tech product marketing is more innovative than ordinary products, but innovation cannot be too offline, that is to say, it needs a unique vision to find unserviced markets and formulate refreshing value propositions.
High-tech is an inevitable stage of the development of science and technology, which confirms the progress of science and technology. In recent years, China's high-tech industry has developed by leaps and bounds, but it is not difficult to find that it is a weak link in the marketing of high-tech enterprises. Marketing is very important for an enterprise. If you can't sell good products, it will be difficult for enterprises to maintain, so it is imperative to improve their marketing strategies.
First, the marketing characteristics of high-tech enterprises in China
High-tech products have changed our way of life and quality of life. High-tech enterprises have the characteristics of high technology level, high investment, high risk and high competition, which determines that high-tech enterprises need unique marketing characteristics. High-tech products are different from old consumer goods, and pay attention to scientific and technological quality in use. Look for details and inspiration in life, and use creativity and technology to develop high-tech products that the public needs. But it is precisely because of the pioneering nature of high technology that the public knows little about the newly developed high-tech products, which requires high marketing and promotion capabilities. However, once consumers agree with the use value of the product, it is easy to buy it. At the same time, it is particularly challenging in competition. For example, all kinds of smart phones are constantly upgrading, from standby capability, dual card dual standby, pixel photo taking to surfing the Internet, and sound quality including appearance are constantly improving and updating. Only by constantly innovating and leading the trend of science and technology can we not be eliminated by other competitive products. Touching consumers with emotion as the theme is a common marketing method for high-tech products. Household appliances, such as refrigerators, microwave ovens and range hoods, touch people with family warmth, and mobile phones are used as communication tools to shorten the distance between relatives. All these show the unique artistic emotion of high-tech product marketing.
Second, the problems existing in the marketing management of high-tech enterprises
1. Value network defect. At present, in the marketing management of high-tech enterprises in China, there are defects in the marketing network and channels of the whole value network. The defect is that the marketing network and channels are not fully established and improved. Although we attach importance to the innovation of the value network, we do not pay enough attention to the innovation of the value network, which leads to the failure to feedback information in time and control the low-end and middle-end products well. If the technical support at the end of the value network channel is insufficient at this time, it will greatly affect consumers' love for products.
2. Defects in marketing innovation. Generally speaking, high-tech product marketing is more innovative than ordinary products, but innovation should not be too off-line, that is to say, it should not jump out of the overall composition. It needs a unique vision to discover unserviced markets, develop refreshing value propositions, create different consumption values, and provide more innovations in business models and business concepts. For example, with the popularity of smart phones, the leading consumers are undoubtedly young people. We should combine popular online buzzwords with advertisements that young people like, and implant advertisements into TV, movies and various programs that attract young people's attention and be welcomed by young people. Small meat? Showing youthful vitality for spokespersons, such as Yifeng Li, Yang Yang, Jing Boran and other small fresh meats, and finally placing advertisements on social platforms such as Weibo WeChat, is a good' innovation' of marketing model. Marketing can't just rely on R&D to develop new products. According to different marketing methods of different products, marketing varies from person to person and from product to product.
3. Defects of marketing personnel. The professionalism of marketing personnel is a big problem in the process of enterprise sales. In many enterprises, the professional qualities of front-line marketers in marketing departments vary widely. Although they have been trained to understand and master some basic technical products, high-tech products have their particularity after all and need deep professional knowledge reserves. If they can't understand the product clearly, it will have a great impact on the sales of the product. Although some enterprises will emphasize professionalism and marketing quality when recruiting and interviewing sales staff, they know little about high-tech products of enterprises and cannot intuitively introduce engineering knowledge such as product performance to consumers. These factors hinder marketing performance, so high-tech enterprises should hire marketers who know marketing and high-tech products.
4. Lack of coordination between marketing personnel and product R&D personnel. Although the coordination between departments and customers is not valued by enterprises, in fact, the coordination between departments plays a great role in market orientation. Whether all departments can cooperate with each other will affect the performance of an enterprise. Therefore, an enterprise with a high degree of cooperation between departments is conducive to increasing the awareness of cooperation between enterprises and enhancing the cohesion of employees.
5. Defects in market orientation. Market positioning is a method for enterprises to create economic value and competitive advantage. Some wrong views, such as: enterprises can't keep a balance between technology and market, innovation will affect market orientation, and market orientation has no effect on marketing, etc. These wrong views make enterprises unable to adapt to market changes. They simply think that the technical advantage of products is the only decisive factor leading to their successful operation, and only put product quality first while ignoring market demand, consumer demand and market trends, and the market orientation is one-sided.
6. Defects of marketing researchers. Some enterprises only have sales staff and no market researchers. The main role of marketing researchers is to provide strong technical support for marketers and provide on-site guidance or solutions to professional technical problems that customers do not understand or understand. According to the investigation, we know that the marketing performance of high-tech enterprises will drop sharply if they lack professionals when selling products in the sales department, which is a major defect in the marketing process of the marketing department.
7. Do not pay attention to brand marketing. It is normal for high-tech enterprises to attach importance to product research and development and product marketing, but brand marketing can not be ignored, because brand effect is a powerful guarantee in the marketing process. With brand effect, people will have popularity, and consumers usually give priority to brand products when choosing products. In other words, although the top management of the enterprise is aware of the importance of brand marketing, it lacks personnel who are good at brand marketing, which leads to the top management can only invest money in the further research and development of products, which hinders the development of independent brands of the whole enterprise. If the brand marketing of an enterprise is not done well, there will be no popularity, which will lead to the brand's failure to open the consumer market and ultimately lead to unsatisfactory sales performance.
8. The level of marketing planning is not high. According to the investigation of other scholars, a large proportion of the conditions for the establishment of high-tech enterprises are that the founders and senior managers of enterprises are almost all technical, that is to say, their own technology is very good, but good technology is only one of the necessary conditions for the survival and development of an enterprise, but the level of marketing planning also accounts for a large proportion in the development of enterprises. At present, most high-tech enterprises lack marketing management experience and the level of marketing planning is not high, which will affect the further development of enterprises.
Third, the innovation of marketing.
1. Pay attention to the innovation of value network. With the strong support of the state for the development of high-tech enterprises in recent years, many high-tech enterprises have even developed into international enterprises. On the whole, we can find that the reason for their rapid development is the rapid research and development of new products, and they attach great importance to product research and development. However, some high-tech enterprises are short-sighted in marketing, because their value network is very old and can't keep up with the development of the times. This shows that no matter how well the product is developed, we need to pay attention to the innovation of value network. No matter how good the product is, it should also be realized through the value network to make the enterprise profitable. The value network of high-tech enterprises is reflected in the innovation of marketing channels, operations and services, and it is necessary to further develop and innovate the value network of enterprises.
2. Improve the innovation degree of marketing. Innovation has become an inexhaustible motive force for all theories and practices, which is not only the core issue of enterprise management, but also the top priority of marketing. Market practice has proved that factor innovation is the most important, foundation and soul of marketing innovation. Without basic factors, enterprise marketing will be at a loss. However, with the gradual evolution of customer demand, marketing is also quietly changing, such as: Taobao, Mushroom Street and other brands of marketing innovation, in? Double eleven? 、? Double twelve? At this time, it is necessary to reduce the price according to the demand or other ways to promote and attract the purchasing power of customers. In the current fast-developing market, it has proved to us that it is very foolish for an enterprise to rely solely on product development, and no one knows how good the product is, so modern emphasis on marketing innovation is king.
3. Train sales staff. In our country, there are many salespeople, but few knowledgeable salespeople, that is to say, few people have good sales skills and understand the design concept of products, or there are many people who have very good sales skills but are not clear about products. If you meet a knowledgeable customer, there will be situations where the salesperson can't answer the customer's questions, so we should train the salesperson according to these situations. And according to their shortcomings, we should teach students in accordance with their aptitude, focus on training marketing knowledge and skills for marketers who know product expertise, and focus on training high-tech product knowledge for marketers who know marketing, and improve their proficiency through practice after training.
4. Pay attention to marketing staff and teamwork. Coordination among departments is the most critical factor in market orientation. High-tech enterprises should pay special attention to the inter-departmental coordination between marketing personnel and new product R&D personnel. Marketers communicate with customers for a long time in the market to understand customer needs, the advantages and disadvantages of their products, the market situation and the advantages and disadvantages of competitors' products. Marketers can share this information with R&D personnel of new products, which will greatly promote the development of new products. When there is a conflict of interest between departments, we should make concessions to realize the overall interests, and all parties should work together and cooperate with each other in Qi Xin, aiming at the ultimate profit of the enterprise, so as to achieve a win-win situation. The so-called know yourself and know yourself can be in an invincible position, and marketers are particularly important. However, in the marketing departments of many high-tech enterprises, there are often only marketing professionals and marketing support personnel, but no marketing researchers. Marketing researchers should have consulting skills, professional technical ability and good management ability. High-tech enterprises can establish, improve and expand the team of marketing researchers through introduction or training.
5. The improvement of brand marketing level. Enterprise marketing can show the image, popularity and good reputation of the enterprise to consumers or customers, thus forming the brand image of its products or services in the eyes of customers and consumers. Nowadays, consumers' consumption behavior has gradually changed from commodity consumption to brand consumption, and the competition between enterprises has also changed from product competition to brand competition. Brand has become an effective means for enterprises to compete in the market. Selling products is better than selling services, selling services is better than selling brands, and selling brands is better than selling culture. Therefore, it is very necessary to do a good job in your own brand culture. For example, Libai Laundry Liquid, although named "I am a singer", cost a lot of money, but because of the spread and wide influence of "I am a singer", many viewers remembered Libai Laundry Liquid and popularized the brand more widely. This is a very successful brand marketing.
6. Improve the level of marketing planning. Marketing planning is an enterprise's advanced decision on the future market, which reduces the marketing cost of the enterprise to the greatest extent. Especially in this increasingly complex market environment, the market environment of high-tech enterprises is also very complicated. In this case, if the planning ability and level of high-tech enterprises are relatively backward, then enterprises will lose at the starting line, so it is imperative to improve the planning level of high-tech enterprises. For example, a talk show launched by iQiyi, the competition planning of "Seven Ba Shuo", we can see that this is the first talk show in China, and it is almost uncompetitive.
Four. conclusion
The birth and development of high-tech and high-tech enterprises marks the progress of science and technology in China, which has changed the world. We are happy about this. But on the basis of good scientific research products, good marketing can ensure that enterprises are in an invincible position in the market. Then, only by analyzing the current situation, finding problems and proposing solutions and improvement measures can high-tech enterprises in China grow better and faster.
References:
Liu Hong. Research on Marketing Strategy of High-tech Enterprises [J]. Special Economic Zone, 20 12, (10): 203 ~ 205.
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[3] Krishna Kumari, Hou Hongxiang, Yang Wensheng. Research on Marketing Strategy of High-tech Enterprises in China [J]. Journal of Tianjin University (Social Science Edition), 2000, (04): 269 ~ 272.
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