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(Секция «Проблемы и перспективы международной интеграции в современном бизнесе»
УДК 338.22.01
СТРАТЕГИЯ ДИФФЕРЕНЦИАЦИИ В КОНТЕКСТЕ ПРОДВИЖЕНИЯ
ВЫСОКОТЕХНОЛОГИЧНОЙ ПРОДУКЦИИ НА МЕЖДУНАРОДНЫЙ РЫНОК
Хуан Чэнь Научный руководитель - Е. В. Сумина
Сибирский государственный университет науки и технологий имени академика М. Ф. Решетнева Российская Федерация, 660037, г. Красноярск, просп. им. газ. «Красноярский рабочий», 31
E-mail: 1479560770@qq.com
Высокотехнологичная отрасль - это отрасль, требующая большого количества капитала, технологий и талантов. Он отличается высокими инвестициями, высоким риском и высокой добавленной стоимостью. Дифференцированная маркетинговая стратегия -неизбежный выбор в процессе развития высокотехнологичных предприятий. По этой причине реализация дифференцированной маркетинговой стратегии высокотехнологичных предприятий должна начинаться со следующих аспектов: снижение ценовой чувствительности потребителя; оптимизировать цепочку создания стоимости для клиентов и повысить ценность для клиентов.
Ключевые слова: высокотехнологичные предприятия, маркетинговая стратегия, дифференциация.
DIFFERENTIATION STRATEGY IN THE CONTEXT OF PROMOTING HIGH-TECH PRODUCTS TO THE INTERNATIONAL MARKET
Huang Chen Scientific supervisor - E. V.Sumina
Reshetnev Siberian State University of Science and Technology 31, Krasnoyarskii rabochii prospekt, Krasnoyarsk, 660037, Russian Federation E-mail: 1479560770@qq.com
The high-tech industry is a capital, technology and talent-intensive industry. It has the characteristics of high investment, high risk and high added value. The differentiated marketing strategy is an inevitable choice in the development process of high-tech enterprises. For this reason, the implementation of the differentiated marketing strategy of high-tech enterprises should start from the following aspects: reduce the price sensitivity of customers; optimize the customer value chain and increase customer value.
Key words: high-tech enterprises, marketing strategy, differentiation.
As market competition becomes more and more fierce, marketing is facing more and more
Актуальные проблемы авиации и космонавтики - 2021. Том 3
serious homogeneity, not only the homogeneity of products, but even marketing strategies and techniques tend to be homogenized, and companies have fallen into price wars and advertising wars. In the quagmire of, terminal wars and sales promotion wars, the pursuit of product and marketing model differentiation has become an inevitable strategic means for companies to continue to gain competitive advantages in the dynamic market.The biggest characteristic of high-tech enterprises lies in their strong innovation kinetic energy and innovative ability, and innovation and product differentiation are positively correlated. [1] Furthermore, differentiation is directly proportional to the relative price of the product and a high relative price means high returns. Obtaining high returns through innovation will in turn stimulate companies to increase their research and development efforts to promote innovation. This is a virtuous circle. Implementation of Differentiated Marketing Strategy for High-tech Enterprises. Reduce the price sensitivity of customers. The differentiation strategy of high-tech enterprises requires product innovation, and innovation means high investment in research and development [2] sources of corporate competitive advantage, that is, either to make the customer's value chain more efficient, or to increase the difference of the customer's value chain , Which makes its products and services different. For high-tech enterprises, first, we must pay attention to improving the reliability of their products. The advantages of high-tech products are innovation and high technology, and from another perspective, this inevitably brings about the problem of lower reliability. The reason is that this new product or new technology has not yet been fully tested by the market. Therefore, in the marketing process, differentiation must not be at the expense of reliability. In practice, the products of high-tech enterprises should be more reliable than their main competitors. Second, we must provide quality services. [3]The high-tech industry is a strong service industry, and the value of customers depends not only on the product itself, but also on high-quality services. This kind of service includes not only pre-sale, in-sale and after-sale services, but also includes the provision of a package of solutions. There is a serious information asymmetry in the high-tech product market. Therefore, by providing customers with a package of services such as delivery, training, installation, consulting, and after-sales, increasing customer value is an important means of differentiated marketing for high-tech enterprises. Third, improve product flexibility. High-tech products are updated relatively quickly. In order to avoid customer losses and dispel customer doubts, product flexibility (compatibility and upgrade) is very important. Increasing the flexibility of products means increasing the value of customers. Give full play to the role of value signals to enhance customer value recognition. Whether the unique value of a product can create effective demand depends on customer recognition. The asymmetry of information between buyers and sellers in the high-tech product market will affect the unique value of the product. The insensibility of product value makes it almost impossible for consumers to fully understand the unique value of the product and all the efforts the enterprise has made to realize this value before using the product. Therefore, whether an enterprise can make customers clearly and completely perceive and recognize the unique value of its products plays a decisive role in the success or failure of the enterprise's differentiated marketing strategy. Consumer behavior studies show that customers perceive and recognize the true value created by enterprises for customers through value signals and convert them into perceived value. It is the perceived value rather than the real value that really determines and influences the purchase behavior of customers. [3] True value refers to the value to customers that the uniqueness of the product and service itself actually has. It is the actual level achieved by the manufacturer in terms of performance and quality of the product or service achieved by the manufacturer, regardless of whether the customer agrees with it
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or not. Value signals are those factors that customers use to infer the value created by the company. Once buyers cannot correctly evaluate their feelings about the product through value signals, there will be differences between the true value and the perceived value, and the true value will not be perceived or recognized by the customer, and will be completely or mostly transformed into the customer's perceived value. Then the enterprise's efforts for the uniqueness of products and services will fail, and its competitive advantage will naturally be difficult to form. Therefore, attaching importance to the role of value signals so that they can completely and effectively transform the unique value and difference of products into the perceived value of customers is the focus of differentiated marketing. In practice, first, we must set a reasonable price. Price is a reflection of value. On the one hand, a reasonable price must be based on the market's equilibrium price, and on the other hand, it must reflect the uniqueness of the product. Second, use powerful promotional methods. Product visibility and reputation are the key to marketing. Reasonable advertising investment, efficient terminal demonstration, and personalized product packaging are all effective marketing elements in the process of differentiated marketing. Third, establish efficient channels. Modern marketing theory believes that market competition is no longer a competition between one enterprise and another, but a competition between one value chain and another value chain. Therefore, focusing on the specific needs of end customers, by enhancing the competitive advantage of the channel buyer's value chain, and then enhancing the competitive advantage of the entire value chain is the essence of differentiated marketing for high-tech enterprises. In this sense, the internal value chain of an enterprise should be integrated with the external value chain through channels, and the competitive advantage of the enterprise can be obtained by strengthening the advantages of the entire value chain. The differentiation strategy is a viable choice for the marketing strategy of high-tech enterprises, and the implementation of the differentiation strategy by high-tech enterprises has more advantages than ordinary enterprises. However, the success of a differentiated marketing strategy depends on an efficient executive team. How to build an efficient executive team determines the success or failure of a differentiated marketing strategy to some extent. At the same time, choosing differentiation does not mean giving up low cost. The ultimate goal of an enterprise is to obtain revenue, which is closely related to low cost. What's more, cost differentiation is also one of the differentiated marketing strategies. In this sense, low cost should be the meaning of differentiation.
References
1. Xia, Kuanyun. Trategic Value Chain Analysis. /J. Xia. 2018. - P.36-37. - direct text.
2. Yang ,Hui. Analysis and management of high-tech enterprise value chain. / J. Yang. 2017. -P. 88-89. - direct text.
3. Cheng, Shaoshan. The advantages of channel differentiation. /J. Cheng. 2018. - P.67-69. -direct text.
© Huang Chen, 2021
