工商管理中英互译文献.doc

英 文 文 献 翻 译 专 业：工商管理 班 级：1003班 姓 名：严永恒 学 号：100104190318 High-tech enterprise marketing strategy A distinctive feature of the high-tech enterprises is closely integrated with modern science and technology, state-of-the-art technology and equipment level, and through the introduction of technology and technological innovation, so many new technologies, new processes and new equipment has been employed. It has to occupy a pivotal position in the national economy. Therefore, the marketing strategy of high-tech enterprises also on the agenda. High-tech rapid development of corporate marketing activities to new challenges 1. Further shorten product life cycle, highlighting the uncertainty of market supply and demand. Product life cycle is usually after four stages of introduction, growth, maturity and recession, and the relationship between market supply and demand constitute the basic conditions for the marketing activities of the important content and implementation. In the dawn of the era of knowledge economy, the rapid development of science and technology, so as to continuously promote the upgrading of products, product life cycle showing a growing trend towards shorter, accelerate the conversion of the marketing strategy, increasingly increased the difficulty of marketing efforts. 2. Sales channels change, to narrow the gap between marketing and marketing space to expand and extend. The era of knowledge economy approaches to promote the channel change, the initial impact from the new trade an electronic data interchange (EDI) via computer and communication networks to handle the file. This trade is also known as paperless trading. The Internet has opened up an unprecedented cyberspace in this by the tens of thousands of the host computer and fiber optic telephone line to connect the virtual space, it can be invasive To receive goods, ordering, payment, delivery, advertising, market research, etc. a series of business activities. Highlight the advantages of this new channel in its convenience and transparency. Online sales, after all, is a new thing, inevitably there are various difficulties in its development. Including consumer psychological barriers, network congestion, payment security, service, and so on. 3. More advanced research techniques, promotions richer, network marketing emerge.The past, companies conduct market research are often carried by an intermediary, or send researchers to the market access and manual collection of information, statistics, summary. The penetration of information technology has changed the traditional backwardness of research showing science and technology, convenience and accuracy, timeliness. Throughout the research process are conducted online, the survey paperless, save a lot of access time and the cost of the investigation, the efficiency can be greatly improved to meet the requirements of business decision-making time limit, cost. More enterprises to use its own sales network directly to research and analysis. The worlds largest retailer the operating income Wal-rtl997, nearly $ 120 billion, ranking the first one hundred of the worlds largest 500 companies list in the application of information technology, it is not only historic, but also experienced. In thousands of stores all over the world through the use of computer detects goods bar code system, the store can keep abreast of goods in and out of the case, clearly each commodity inventory, prices and profits, selling the extent. The biggest difference between network marketing and traditional marketing is that it is using the network to study the customer requirements in order to establish marketing programs to achieve two-way interactive communication with consumers. 4. Consumers into the production process, and demand personalization fully demonstrated. Advances in information technology for the production of the manufacturer CAD (Computer Aided Design), CAM (computer aided manufacturing), CIM (Computer Integrated Manufacturing System) and DSS (decision support system across product development, manufacturing, decision-making tools. Consumer and production the relationship between traditional compared to a subtle change, they are not just competing buyers and sellers in the economic relationship, and to some extent even both partners ingredients. 5. Informative, comprehensive high-tech product that emphasizes service, intangible capital plays a vital role in the competition. , Knowledge-based industries in the gross domestic product (GDP) accounts for a significant proportion of the developed countries in Europe and the United States. Experts estimate that the 2010 Information Science and Technology software, life sciences, technology, new energy and renewable energy, science and technology, new materials science and technology, marine science and technology and environmentally high-tech industry output value will be fully over the automotive, construction, petroleum, transportation and textile and other traditional industries. Product technology content increased, making the consumer demand for its services far more than the usual installation, maintenance is so simple.The essentials of the service is more extensive, means that runs through comprehensive pre-sale, sale and after-sale service. Good investment and the price is expensive, and enhance the services will naturally arise new problems. 6. Marketing management organizations needs to be recycled, the need to strengthen the marketing team. The competitiveness of enterprises, competition in the market, so the core of modern management work is marketing. The marketing organizations ability to make quick, accurate response to the dynamic market, directly affecting the rise and fall of the entire enterprise. In the current information society, changes in the international economic environment, the expansion of the market space, marketing improvements in technology and distribution channels change, the corporate marketing organization put forward new requirements. To ensure the smooth implementation of high-tech enterprise marketing management responses Develop a good high-tech industrial development environment, the government should do the following: (1) implementation of the industrialization project. Industrialization in the end is not tax which department can do, it relates to all aspects of, and ultimately to return to the market, the government should do is fully committed to building a high-tech industry development environment of a quality and nurturing platform, the governments management positioned in the high-tech industry in the early-stage work, downstream thing is certain only to let the market do it. Guangzhou City to comprehensively push forward the reform of the science and technology system, to develop around the high-tech industrialization, as many as 13 government regulations, covering investment in science and technology, to attract talent, the whole process of technological innovation and other high-tech achievements into. Guangzhou City in strengthening the scientific and technological support system, break down departmental boundaries, give full play to the market inside and outside the large compound and high-tech advantage, to build a research base to achieve a breakthrough, to invest 10 million yuan Jinan University to build a bio-pharmaceutical research base investment of 700 million to support the South China Normal University, Guangzhou Economic Development Zone to build industrial test projects, promoting Huazhong University of Science and Technology Jinpeng company set up communication technology. (2) to establish the mechanism of attracting foreign talent. Government policy as much as possible with international standards and the corresponding treatment to attract, retain a number of top-notch talent, talent development opportunities and space it clear that, in a knowledge-based shares, do not pay attention to the so-called evaluation system, but stressed that the market Recognition Act, technology shares exceeded 35%, the two sides identified can be registered. 2. Seize the key of high-tech (1) stages of technological development strategy. The new technology has just come out, and some still in the trial production stage, the technology is not yet know, many companies need to do a lot of publicity work, technology is new, but not necessarily practical, the costs and technical requirements, purchasing power companies do not , at this stage the strategy of technology owners: fast strategy. As much as possible to shorten the period of research and development, in order to enter the market in the near future, including technology transfer market, technology product market, open up the situation, and to lay the foundation for the matured. the development of the target market, the first business to ensure its leading position in the field. Technology products is about to come out of the authorities and the news media, it is necessary to strive for the product launch publicity, in the shortest possible time so that consumers understand and Familiar with this new technology products. Such as Bai Long mineral pot technology research and development at the same time to do everything possible to open up the market, when the success of product research and mass production, had been the target market, the products enter the market immediately. But start at the same time with the 100 Long spa pot northeast factory has just buried, to be studied after the success looked up and come to the market, and the market has been a hundred dragon first to occupy the the last plant White Dragon mergers. (2) the technology is mature stage strategy. Technology has become more sophisticated and complete use costs also dropped significantly, more and more technical buyer, and more intense competition, when the technology seller should be taken to seize the opportunity to quickly transfer of technology strategy. Unwilling to bear the market risk technology products supplier, which is more suitable for good technical products may not be able to profit, and the management of the enterprise, it is also the ability to open up the market is closely related to the transfer of technology as soon as possible to benefit directly, is also a wise choice. For example, a new product patent plastic Xiju of the invention in order to seize the opportunity to rapidly promotions, half a minute on television advertising, resulting in more than a dozen companies have to find him to require the transfer of technology, and it would open opportunities. The many enterprises attach great importance to the direct transfer of technology, such as McDonalds, Coca-Cola. Honda. (3) the aging stage strategy. When the newer technology to replace the technology or the technology has been in the community to promote, market capacity in the narrow, falling prices for the technology market near end of life. This phase of the marketing strategy: (1) focus on strategy. Centralized enterprise human, material and financial resources to concentrate on the most promising market segments, shortening the marketing front, further promotional efforts. (2) extend the life strategy. Through the transfer of technology to less developed countries or regions, many techniques can prolong life. Such as textiles, plastic products, electronic components production design technology in the United States and Europe and other developed countries have already eliminated the developed countries through investment or technology transfer technology transfer to Hong Kong, Korea and other newly industrialized countries and regions, when these technologies in emerging industrialized countries and regions to be eliminated, has been transferred to China, Vietnam and other developing countries. (3) discard strategy. Companies to stop marketing of backward technology, withdrawn from the market in a timely manner, the development of other newer technologies, to find and develop new market opportunities, in time to consolidate their market position in front of the competitors. 3. Develop e-commerce, expand the network management and marketing space Revolution in network marketing is not just a technical means, but also contains a deeper concept of revolution, it is target marketing, direct marketing, decentralized marketing, customer-oriented marketing, the remote global marketing, virtual marketing a comprehensive variety of marketing methods . Internet marketing can be divided into four strategies: (1) The consumer needs and desires of strategy. Internet marketing is not only to take advantage a sound blind, images and other multimedia capabilities of the computer, display the products performance, features, but also in understanding the individual needs of different consumers, more effort. (1) open up the online exchange stations, to understand consumer needs and market trends, looking for market opportunities: the establishment of the opinions message board, allowing consumers to order the color of the product online, design request; (3) provides service system, based on product sales varieties, For service information in a timely manner. (2) consumers are willing to pay the cost to meet their needs. For mature and rational modern consumers, the value of the goods and the expected price link has become a complex equation, so marketing efforts not only to consider the production costs and the market price of similar products, but also to understand the cost structure of different consumers , not only as far as surface phenomena to reduce or increase prices. Specific approach: (1) price, while also providing the market price of similar products for consumers to understand the market, Make rational judgments provide the necessary credit for; the establishment of the price forum, a number of new products or upcoming products acceptable to the consumer price survey, provide the basis for the agreed pricing. (3) to facilitate consumer strategy. Network marketing is not only to consignment or sales agent for the Q & product inquiries and ordering, but also to understand the different types of consumers prefer buying patterns, the development of different sales channels, the convenience of our customers. There are several approaches: (1) to provide a variety of after-sales service; new information network through a computer network as the main path, complemented by credit card and other convenient means; (3) to change the traditional one-time discount cards, applicable to commodities, valid for extended. 4, the consumer two-way communication strategy. Network marketing not only by means of online advertising promotion, expand the corporate reputation, but also to equal two-way communication with consumers, according to consumer feedback their own investigations, and repeatedly, to achieve a win-win situation for consumers and the market. The main approach: (1) send direct mail, on holidays-mail to send holiday cards to the customer where Email deeper feelings; (2) to create a virtual office, the network has been announced in various activities organized by the company to establish a good image in the public. 译文：高新技术企业的营销策略高新技术企业的显著特点是与现代科学技术紧密结合，企业技术装备水平先进，并通过技术引进和技术改造，使许多新技术、新工艺和新设备得到了采用。它已经在国民经济中占据举足轻重的地位。因此，对高新技术企业营销策略的探讨也提到日程上来。高新技术迅猛发展，使企业营销活动面临新挑战l产品生命周期进一步缩短，市场供求的不确定性突出。产品的生命周期通常经过导入期、成长期、成熟期和衰退期四个阶段，它和市场供求关系构成了营销活动研究的重要内容和实施的基础条件。在知识经济时代来临之际，科学技术的发展日新月异，从而不断推动着产品的更新换代，使得产品生命周期呈现出日益缩短的趋势，加速了营销策略的转换，愈发增加了营销工作的难度。2销售渠道发生了巨大变革，营销距离拉近，营销空间在不断拓展和延伸。知识经济时代的临近推动了渠道的变革，起初的影响来自新型的贸易方式一电子数据交换（EDI），即通过电子计算机和通讯网络来处理文件。这种贸易方式又被称为无纸贸易。因特网开辟了一个前所未有的网络空间，在这个由数以万计的计算机主机和光纤、电话线连接起来的虚拟空间中，人们可以进行创览商品、订货、付款、交货、广告、市场调查等一系列的商务活动。这种新型渠道的突出优势在于其便捷性和透明度。但网上销售毕竟是一个新生事物，在其发展中不可避免地存在着各种各样的困难。包括消费者心理障碍、网络堵塞、支付安全、售后服务等等。3调研技术更先进，促销手段更丰富，网络营销崭露头角。过去，企业进行市场调研常常要借助中介，或派调研人员到市场中访问并进行手工的信息收集、统计、汇总。而信息技术的渗透改变了这种传统的落后局面，使调研呈现出科技化、便捷化及准确性、时效性的特点。整个调研过程都是在网上进行的，实现了调查无纸化，节省了大量的访问时间和调查费用，效率得以大大提高，满足了企业经营决策对时限、费用的要求。更有企业利用自己的销售网络直接进行调研分析。世界最大的零售商Wal-rtl997年的营业收入近1200亿美元，居全球最大500家公司排行榜的第百位，它在信息技术的应用方面不仅历史悠久，而且经验丰富。在它遍布世界的数以千计的连锁店中，通过计算机检测商品条形码系统的使用，商店可以随时掌握商品进出的情况，清楚每种商品的库存、价格及利润、畅销程度等。网络营销与传统营销的最大区别，在于它是利用网络来研究顾客要求，从而建立营销方案，实现与消费者的双向互动沟通。4消费者进入生产过程，需求个性化充分展现。信息技术的进步为生产制造商提供了CAD（计算机辅助设计）、CAM（计算机辅助制造）、CIM（计算机集成制造系统）和DSS（决策支持系统跨产品开发、制造、决策手段。消费者和生产者之间的关系与传统相比发生了微妙的变化，他们不只是经济上对立的买卖双方的关系，某种程度上甚至兼有合作伙伴的成分。5产品的高科技化强调服务的知识性、全面性，无形资本在竞争中举足轻重。在欧美发达国家，以知识为基础的产业已经在国内生产总值中占据相当大比例。专家估计，2010年信息科学技术中的软件、生命科学技术、新能源和可再生能源科学技术、新材料科学技术、海洋科学技术和有益于环境的高新技术产业的产值将全面超过汽车、建筑、石油、运输和纺织等传统产业。产品中科技含量的增加，使得消费者对其服务的需求远不止通常的安装、维修那么简单。服务的要领更加广泛，意味着贯穿售前、售中及售后的全面服务。而良好服务的投资与代价也是昂贵的，而且加强服务自然会出现新问题。6营销管理组织有待再造，营销队伍建设需要加强。企业的竞争即市场的竞争，所以现代管理工作的核心就是市场营销。企业的营销组织能否对动态市场做出迅速、准确的反应，直接影响到整个企业的兴衰。在当前信息社会，国际经济环境的变化、市场空间的扩展、营销技术的改进和销售渠道的变革，都对企业营销组织提出了新的要求。确保高新技术企业营销管理顺利实行的对策1.培养一个良好的高新技术产业发展环境，政府应做好以下工作：（1）实施“产业化”工程。“产业化”税到底不是哪个部门能做的，它涉及到方方面面，最终还是要回到市场中去，政府要做的是全力建立一个高新技术产业发展的优良环境和培育平台，将政府的管理定位在高新技术产业的中前期工作上，“下游”的事情一定只能让市场去做。广州市全面推进科技体制改革，围绕高新技术产业化制定、出台的政府法规有13个之多，内容覆盖科技投入，吸引人才，技术创新和成果转化等高新技术的全过程。广州市在加强科技支撑体系建设方面，打破部门界限，充分发挥市场内外大院大所和高新技术优势，共建研究基地取得突破性进展，投资1000万元与暨南大学共建“生物医药研究基地”，投资700万元支持华南师大与广州经济开发区共建工业化试验项目，推进华中理工大学与金鹏公司组建通信技术研究等等。（2）建立人才的吸引机制。政府尽可能与国际接轨的政策