在日新月异的商业社会,消费者生活在一个充满选择的年代,消费者在购买任何一件商品时,其选择余地都十分宽广,高新技术产品的营销更是如此。消费者不再像过去那样只“忠实”于某一品牌,那些试图这样做的商家将面临巨大的挑战。然而,我国许多高新技术企业对此认识不足,仍想依靠传统的市场营销模式来占领市场,结果导致许多有市场潜力的高新技术产品发展缓慢,甚至中途夭折。 由于高新技术产品采用了复杂技术,这使得许多消费者对高新技术产品不熟悉,欠缺必要的使用知识,从这个角度上来说,高新技术产品营销同时是一种市场创新行为。高新技术产品的特性使得消费者在进行高新技术产品消费时会从产品的设 In a rapidly changing business community, consumers are living in an era of full choice. Consumers have a wide choice of products to buy, especially in the marketing of high-tech products. Consumers no longer only “loyal” to one brand as they used to, and those trying to do so face enormous challenges. However, many high-tech enterprises in our country do not have enough understanding about this, and still want to rely on the traditional marketing mode to occupy the market. As a result, many high-tech products with market potential have been slowed down or even died halfway. Due to the complicated technology used in high-tech products, many consumers are not familiar with high-tech products and lack the necessary knowledge of using them. From this perspective, high-tech product marketing is also a market innovation. The characteristics of high-tech products enable consumers in the consumption of high-tech products will be set from the product