由于经济的快速发展、市场的激烈竞争以及环境的不确定性，突破性创新以 及突破性创新产品以其强颠覆性和强收益性受到大众的关注，也引起理论界与实 践界的高度重视。创新从出现到获得社会的认同需要很长的阶段，使得企业需要 利用市场规律以及制度规定来让市场所接受、使顾客认同。由于刚步入市场的创 新产品往往不被大众所熟悉、所信赖，或者已有产品可以满足大众的需求，使得 创新性产品提供者陷入产品难以被接受、难以推广的困境中。相比较改进和创新， 人们通常倾向于稳定以及固有的制度和模式。因此对于突破性创新产品来说，合 法性的占有和获取就显得至关重要。 本文所展开研究的 TL 公司就遇到了合法性的相关问题。TL 公司是一家民营 企业，始终以创新作为企业发展核心，却在 2017 年研发出最新产品之后遇到了 发展瓶颈，经营成果进一步提升受到限制。TL 公司所推出的突破性创新产品有 着鲜明独特的优势性，但销售情况却不尽如人意。因此，本文以 TL 公司新研发 的立面反光标记涂料为研究对象，将突破性创新产品在市场推广策略下主要面临 规制、规范和认知三种合法性约束作为研究焦点，探讨 TL 公司如何跨越“合法 性门槛”，推广公司所推出的突破性创新产品。其次，结合 STP 理论，通过市场 细分、目标市场和市场定位来分析 TL 企业的市场环境。最后，文章结合 4Ps 营 销组合策略和合法化视角，从制度理论与市场营销理论出发，进行新产品市场推 广策略分析，使得企业突破性创新产品能被公众、购货商、政府所接受，为企业 营销推广乃至突破性创新企业进行制度创业提供参考。 关键词：TL 公司；合法性；市场推广合法性视角下突破性创新产品市场推广策略研究——以 TL 公司立面反光标记涂料为例 1 ABSTRACT Due to the rapid economic development, fierce market competition and environmental uncertainty, breakthrough innovation and breakthrough innovation products have attracted the attention of the public for their strong subversiveness and high profitability, and have also attracted great attention from the theoretical and practical circles. It takes a long period of time for innovation to be recognized by the society from its appearance, so that companies need to use market laws and institutional regulations to be accepted by the market and recognized by customers. Because innovative products that have just entered the market are often not familiar to and trusted by the public, or existing products can meet the needs of the public, innovative product providers are stuck in the dilemma of product acceptance and promotion. Compared with improvement and innovation, people usually tend to be stable and inherent systems and models. Therefore, for breakthrough innovative products, the legal possession and acquisition is very important. The TL company studied in this article has encountered issues related to legality. TL is a private company that always takes innovation as the core of its corporate development. However, after developing the latest products in 2017, it encountered a development bottleneck, and its further improvement in operating results was restricted. The breakthrough innovative products launched by TL have distinct and unique advantages, but the sales are not satisfactory. Therefore, this article takes TL's newly developed facade reflective marking paint as the research object, and takes the breakthrough innovation products under the marketing strategy of the three legal constraints of regulation, specification and cognition as the research focus, and discusses how TL can leapfrog "Legality Threshold" promotes breakthrough innovative products launched by the company. Secondly, combined with STP theory, analyze the market environment of TL companies through market segmentation, target market and market positioning. Finally, the article combines 4Ps marketing mix strategy and legalization perspective, starting from institutional theory and marketing theory, analyzes the marketing strategy of new products, so that the company’s breakthrough innovative products can be accepted by the public, purchasers, and the government, and serve the company. Marketing promotion and even breakthrough innovative enterprises provide reference for system entrepreneurship. KEYWORDS: TL company; legitimacy; marketing合法性视角下突破性创新产品市场推广策略研究——以 TL 公司立面反光标记涂料为例 2 目 录 第一章 绪论····· 1 第一节 选题背景 ··············1 第二节 研究意义 ··············1 一、理论意义 ·················1 二、实际意义 ·················2 第三节 国内外研究现状 ······2 一、新产品市场推广研究 ··2 二、合法性视角下突破性创新产品的研究 ·················3 三、合法性的研究 ···········4 第四节 论文的研究方法 ······4 一、文献研究 ·················4 二、定量分析法 ··············4 三、案例分析法 ··············4 第五节 论文结构与内容 ······5 第二章 相关概念及理论基础····6 第一节 相关概念 ··············6 一、突破性创新与突破性创新产品 ········6 二、合法性 ··8合法性视角下突破性创新产品市场推广策略研究——以 TL 公司立面反光标记涂料为例 3 三、突破性创新产品与合法性 ··············8 四、合法化战略与 4Ps 营销组合策略····9 第二节 理论基础 ············10 一、市场定位理论 ········· 10 二、制度视角下的合法性理论 ············10 第三章 TL 公司立面反光标记涂料产品推广环境分析·····12 第一节 公司背景 ············12 第二节 外部环境分析 ······13 一、宏观环境分析 ········· 13 二、行业环境分析 ········· 15 三、主要竞争对手分析 ··· 17 四、市场需求分析 ········· 18 第四章 TL 公司在企业市场推广现状与问题分析···········19 第一节 TL 公司突破性创新性产品市场推广现状分析· 19 一、项目内部分析 ········· 19 二、产品销量分析 ········· 19 三、产品使用情况分析 ··· 20 四、市场商业化前景分析 20 第二节 TL 公司突破性创新性产品市场推广问题分析· 21合法性视角下突破性创新产品市场推广策略研究——以 TL 公司立面反光标记涂料为例 4 一、SWOT 分析············21 二、访谈设计 ··············· 23 三、存在问题的原因分析 25 第五章 TL 公司立面反光标记涂料市场推广策略···········28 第一节 STP 分析············28 一、市场细分 ··············· 28 二、目标市场 ··············· 29 三、市场定位 ··············· 30 第二节 合法化视角下的 4PS 营销组合策略··············30 一、产品策略与创造合法化战略 ·········30 二、定价策略与选择合法化战略 ·········31 三、分销策略与依从合法化战略 ·········32 四、宣传策略与操纵合法化战略 ·········33 第六章 结论与展望············ 34 第一节 研究结论 ············34 第二节 研究不足与展望 ···35