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汗纳迪姆
Aug 03, 2022
In General Discussions
The technology adoption life cycle is the foundation of the high-tech marketing model. It shows us a way of market development, first focusing on innovators and forming specialized markets, then early adopters and their markets, then early mass, late mass, and finally laggards. In this market development process, companies must take the consumer groups targeted at each stage as a reference basis to further develop the market dominated by the next consumer group. In this way, product recognition by innovators becomes a very important tool to help companies continue to develop a reliable market for early adopters, and similarly, product recognition by early adopters becomes an important tool for developing early mass markets, This relationship continues, in turn, down to the laggard at the far right of the curve. It is difficult for marketers to implement any meaningful marketing plan among customer groups who cannot exchange opinions with each other. The reason for this is very simple, a so-called leveraged force. After all, no company can pay for all of its marketing activities at once. In fact, every marketing plan for a business must rely on some ongoing chain reaction—also known as word-of-mouth marketing. The more self-involved the market is and the more tightly constrained communication channels are, the greater the likelihood of this chain reaction. For many professionals in the marketing field, the "market" is divided into several independent "market segments" when conducting market expansion. When marketing masters promote their research on market segmentation to the public, they usually refer to the technology adoption life cycle model and divide the audience into technology enthusiasts, visionaries, pragmatists, and conservatives according to the corresponding stage. sceptics, skeptics, this concept fits right in with our definition of the life cycle. Based on this, we constructed a "high-tech product marketing model", as shown in Figure 8-4. With the help of the target market audience segmentation and expansion strategy, the resistance of marketing can be reduced, the effect of word-of-mouth marketing can be increased, and it can play an ingenious leverage role. Figure 8-4 High-tech product marketing model For an innovative technology product, the customer group it faces in the early market is mainly composed of innovators and early adopters. Innovators are often called "technophiles," or "technologists," while early adopters are often called "visionaries." The mainstream market is dominated by the early masses, who are generally considered "pragmatists" in the high-tech industry, and this group is likely to be accepted by the later masses and become their leaders. The later masses here are generally seen as "conservatives," but the later laggards are called "skeptics," who don't take the early masses and make them their leaders. We'll take a closer look at the psychological profiles of all these consumer groups to see how they influence the development and drivers of high-tech markets. 1. Innovators: Technophiles Followers Generally speaking, the first people to adopt any new technology must be those who are addicted to the new product for their own reasons, which we call technology enthusiasts. It is these people who are the first to be interested in your products who are good at discovering [Zhang Lefei 1] that your products have those unique competitive advantages. In the business world, technology enthusiasts are not only very interested in these new technologies, but they are also widely regarded as the most capable of early evaluations of new technologies. It is this that makes them the prime telemarketing list target of any high-tech marketing plan. For high-tech companies, the way to value technology enthusiasts is to let them know the inside story, let them try products and provide feedback, and as long as their opinions are suitable, the company should immediately follow these suggestions to improve the product, and finally the company also Let them know that they did make improvements to the product. 2. Early Adopters: Visionaries Visionaries are usually very rare, they have extraordinary insight. As a highly motivated and "dream"-inspired group, it is possible for visionaries to join the management of a business. At the heart of their dreams is a business goal rather than a technical goal, which requires a major breakthrough in the way the business itself or its customers conduct business . Visionaries, unlike technology enthusiasts, derive value not from the technology a system employs, but from the strategic breakthroughs that technology enables. Visionaries represent an early opportunity in the product life cycle, a group that can not only generate short-lived but very substantial revenue for the business, but also help the business grab the attention of consumers and gain a place in the limelight. Without the driving force of visionaries, many high-tech products simply cannot be accepte
MVP Methodology: What are the implications of high-tech product marketing for us?
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