数字化转型背景下新创高新技术企业营销体系构建研究--基于山东天瑞重工的SWOT分析

Research on marketing system construction of new high-tech enterprises under the background of digital transformation——Based on SWOT analysis of Shandong Tianrui Heavy Industry

在数字化转型过程中,新创高新技术企业的营销体系遭遇挑战,陷入“精于技术,囿于营销”的困境中。因此,如何利用数字化技术打破营销瓶颈成为高新技术企业发展的关键。文章以天瑞重工为例,深入分析其优势、劣势、机遇和威胁,进而打造营销策略矩阵,进一步探索了新创高新技术企业如何在数字化转型背景下实现营销体系构建,打破市场困境,对同类型企业数字化转型具有启发意义。

In the process of digital transformation,the marketing system of new high-tech enterprises encounters challenges and falls into the dilemma of“being skilled in technology but limited by marketing”.Therefore,how to use digital technology to break the marketing bottleneck has become the key to the development of manufacturing enterprises.In this paper,Tianrui Heavy Industry as an example,based on SWOT theory analysis in-depth analysis of its strengths,weaknesses,opportunities and threats,and then build a marketing strategy matrix,further explores how the new high-tech enterprises realize the construction of marketing system under the background of digital transformation and break the market dilemma,which has enlightening significance for the digital transformation of similar enterprises.