CAJ | 학술논문

绿色导向变轨型高技术新产品指与产业原来主导产品根本不同且能使产业技术范式和市场范式转入不同轨道，进而破坏性颠覆领先企业竞争地位的高技术产品，专指存在技术和市场两个变轨的高技术新产品，有利于环境保护、生态文明、可持续发展等社会效益的提高。超竞争时代，绿色导向变轨型高技术新产品迎合了社会的发展趋势和消费者的消费趋势，发展绿色导向变轨型高技术新产品成为企业获得竞争优势与实现可持续发展的新途径。因此，有必要深入研究绿色导向变轨型高技术新产品早期营销难题，以促使其尽快成为市场主流产品。比如，应进一步加强消费者购买意向预测研究，以为绿色导向变轨型高技术新产品营销策略的制定提供有效指导；应基于已有相关理论和研究成果，推演GTC新产品早期消费者购买意向构念模型，从理论上识别绿色导向变轨型高技术新产品早期消费者购买意向影响因素，并进行实证检验，为理论框架的应用提供依据；应进行更为深入的比较研究，进一步实证所构建GTC新产品早期消费者购买意向模型的有效性；应深入研究和探讨绿色导向变轨型高技术新产品进入市场的有效模式。
록색도향변궤형고기술신산품지여산업원래주도산품근본불동차능사산업기술범식화시장범식전입불동궤도，진이파배성전복령선기업경쟁지위적고기술산품，전지존재기술화시장량개변궤적고기술신산품，유리우배경보호、생태문명、가지속발전등사회효익적제고。초경쟁시대，록색도향변궤형고기술신산품영합료사회적발전추세화소비자적소비추세，발전록색도향변궤형고기술신산품성위기업획득경쟁우세여실현가지속발전적신도경。인차，유필요심입연구록색도향변궤형고기술신산품조기영소난제，이촉사기진쾌성위시장주유산품。비여，응진일보가강소비자구매의향예측연구，이위록색도향변궤형고기술신산품영소책략적제정제공유효지도；응기우이유상관이론화연구성과，추연GTC신산품조기소비자구매의향구념모형，종이론상식별록색도향변궤형고기술신산품조기소비자구매의향영향인소，병진행실증검험，위이론광가적응용제공의거；응진행경위심입적비교연구，진일보실증소구건GTC신산품조기소비자구매의향모형적유효성；응심입연구화탐토록색도향변궤형고기술신산품진입시장적유효모식。
Green-oriented trajectory changed technological innovation high-tech new product (GTC new product) is fundamentally different from the industry's original leading product;it can change the paradigm of industrial technology and market to a different track,which will in turn destructively subvert the high-tech product of leading enterprises;it specifically refers to high-tech new product with changes in both technology and market;and it can be beneficial to the improvement of social effect in terms of environment protection,eco-civilization and sustainable development. In the age of hyper-competition,the development of GTC can match the new social development trend and customers consumption trend;the development of GTC new product is becoming the new way for the enterprises to gain competitive advantages and sustainable development. So,it is necessary for us to carry out profound research on marketing problems in the early age of GTC new product to make it to be the main stream product as soon as possible. We should strengthen research on expectation of consumers purchasing intention to provide effective guidance for the marketing of GTC new product. We should deduce the model of early consumers purchasing intention,theoretically identify factors having impacts on early consumers purchasing intention,and carry out empirical test on it to provide basis for the application of theoretical framework. We should carry out profound comparative research to further verify the effectiveness of the model of early consumers purchasing intention.