科技型中小企业的产品定位——以西安高新区七家科技型中小企业为例

The Market Orientation of Products of Small and Medium-Sized Enterprises——Seven Small and Medium-Sized Sci-tech Enterprises in Xi′an High and New Technology Industrial Development Zone

准确的产品定位对于突出产品特色和形象,确立产品在顾客心目中的位置起着关键作用。文章对西安科技型中小企业产品定位现状进行深入调研的基础上,通过分析比较指出目前此类企业在产品定位中存在的主要问题,借助企业产品定位的相关理论结合科技型中小企业的特点,提出了促进企业准确产品定位的几个关键点。

An accurate product planning plays an important role in highlighting the characteristics of the products and there- fore is key to the formation of good images of enterpriese and favorable impressions on the customers. Based on an investiga- tion into the status-quo of product planning in small and medium-sized Sci-tech enterprises in Xi＇an, this article, after a thorough analysis and by means of comparison and contrast, points out the main issues existing in this field of study. Taking into account both theories concerned and the characteristics of small and medium-sized Sci-tech enterprises, this article puts forward four key measures, aiming at promoting accurate planning for products.