高科技产品的三阶段细分营销电子商务模型

高科技产品具有其与普通商品所不同的特性 ,其质量随着时间的推移而损耗 ,而且复制成本相对于总开发成本来说相当小。只有针对高科技产品在产品生命周期的各阶段的特点 ,结合传统渠道、电子商务技术的各自优点 ,以科学的模型对营销周期进行分析 ,对不同的阶段采取不同程度的价格歧视策略 ,才能最大化的实现利润和最大程度地抵抗风险。拍卖这种博奕机制在电子商务的条件下成为了一种良好的实现一度价格歧视的方法 ,将在高科技产品的营销过程中发挥出越来越大的作用。

E - commerce Model of Hi - tech Products Three - period Marketing Segmentation

Hi-tech products are different from ordinary products in that,first,their qualities drop when time passes;second,the cost of copy is much lower than the total R&D expenditure .Therefore,we have to select different price discrimination strategies according to the characteristics of every period in product life circle,combining traditional channel with online channel to achieve maximum profit and minimum risk.Auction mechanism can be secn as an effective way in e-commerce to maintain temperary price discrimination and extensively applied into marketing hi-tech products.