我国企业间营销产品战略实证研究

An Empirical Research on B to B Product Strategy in China

调查研究发现,在我国企业间营销实践中存在着不重视产品战略及品牌建设、新产品开发成功率低等诸多问题。为此,企业应树立以市场为导向的营销观念,提升产品战略的整合力,做好市场细分和产品定位,通过加强市场调研和新产品开发过程管理来提高新产品开发的成功率。

According to the business sruvey, we found that there are some problems in the practice of the B to B product strategy of China. The business should take the following countermeasures ： Setting up a marketing concept of customer oriented ; Upgrade the integration power of product strategy ; Do well the job of market segmentation and product positioning ; Improve the rate of successful new product development through reinforcing marketing research, innovationg the process of new product development etc..