信息与传播技术企业的竞争与营销战略

我们生活在信息社会,在这个新的时代,先进技术被迅速转化成高科技产品,因此越来越多与ICT相关的高科技产品已逐渐进入家庭、办公室和公共场所。ICT这种新的媒介在不远的将来将彻底改变公司管理顾客事务的方式。所以,努力获得ICT产业的竞争优势对任何国家的经济或企业来说都是非常重要的议题。虽然,在高科技对市场营销战略的影响的研究方面已经产生了一些理论成果,但是,现有的研究中还没有直接讨论高科技对市场营销战略和实践的影响。了解ICT企业独特的市场营销战略与实践是现今企业生存和发展的必要课题。

Information and Communication Technology Companie's Competitive and Marketing Strategies

We live in the so-called information or digital age. In this newage, high-tech is fast becoming a technological reality, and ICT high-tech products entry into every home, office, and public place isimminent. This new medium has the potential to radically change theway firms do business with their customers. Thus, striving to achievecompetitive edge in ICT Companies are important for any nation'seconomy as well as individual companies.Although there have been some scholarly efforts detailing the impactof Information and Communication Technology Companies on marketingstrategy, the existing studies do not directly discuss the impact that thehigh-tech have on marketing practice and strategy. Understanding theunique marketing practice and strategy of ICT companies thus isnecessary to survive and succeed in business today.