高科技营销的战略分析工具

PICMET '03: Portland International Conference on Management of Engineering and Technology Technology Management for Reshaping the World, 2003. Pub Date : 2003-07-20 DOI:10.1109/PICMET.2003.1222820

C. D'Cruz, K. Ports

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引用次数: 22

摘要

高科技营销的特点是高水平的技术、市场和金融的不确定性，迅速下降的价格，崩溃的市场和缩短产品生命周期。传统的战略分析工具不足以有效分析高科技营销战略的制定。本文回顾了在开发高科技营销策略和案例分析中有效使用的当代战略分析工具组合。这些包括波士顿咨询集团(BCG)的投资组合矩阵、技术采用生命周期、整个产品概念和颠覆性技术映射。其中一些工具已经有效地缓解了高科技公司的工程-营销界面问题。还探讨了这些工具之间的隐含关系。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Strategic analysis tools for high tech marketing

High tech marketing is characterized by high levels of technical, market and financial uncertainties, rapidly declining prices, collapsing markets and shortening product life cycles. Conventional strategic analysis tools are inadequate for effective analysis in developing high tech marketing strategy. This paper reviews a portfolio of contemporary strategic analysis tools that have been used effectively in developing high tech marketing strategies and case analyses. These include the Boston Consulting Group's (BCG) portfolio matrix, the technology adoption life cycle, the whole product concept, and disruptive technologies mapping. Some of these tools have been effective in alleviating the engineering - marketing interface issues in high tech companies. The implicit relationships between these tools are also explored.

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PICMET '03: Portland International Conference on Management of Engineering and Technology Technology Management for Reshaping the World, 2003.

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