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In the information explosion era nowadays, various television advertisements are on television. However, such traditional message delivery is losing the efficacy to directly communicate with target consumers; consumers have appeared zapping behaviors as they are fed up with traditional advertisement. At the time, seeking other alternatives for effective commercial communication is important and urgent for traditional industry. Product placement is now a broadly applied alternative. Why is such marketing communication with skillful product placement largely utilized by companies? It is considered in traditional industry that product placement is comparatively inexpensive but could achieve high contact, reinforce memory, and create positive links with program characteristics. Taking Chinese general consumers of the product in traditional Industry as the research subject, on-site questionnaire distribution and collection is adopted in this study. Total 250 copies of questionnaire are distributed and 218 valid copies are retrieved, with the retrieval rate 87%. The research results reveal 1.significant effects of placement marketing on product attitude, 2.remarkable effects of placement marketing on purchase intention, and 3.notably positive effects of product attitude on purchase intention. At the end, suggestions are proposed according to the results, expecting to assist domestic traditional industry in executing placement marketing.

In face of currently economic globalization and rapid development of knowledge, the competition in high-tech industry has developed from regionally to globally. The fierce competition has the technology and knowledge of high-tech industry no longer the exclusive advantages. A high-tech business has to constantly innovate and establish unique resources and pursue better business performance in the business activity to remain the competitive advantages. When drafting and executing innovation strategy, a high-tech business should first measure the internal/external environment and business objectives and consider the organizational resources to propose proper coping strategy. Aiming at employees of high-tech industry in Fujian Province, 380 copies of questionnaire are randomly distributed, and 241 valid copies are retrieved, with the retrieval rate 63%. The retrieved questionnaire data are analyzed with statistics software. The results show notably positive correlations between 1.organizational resources and innovation strategy, 2.innovation strategy and innovation value, and 3.organizational resources and innovation value. According to the results, the proposed suggestions are expected to provide reference for high-tech businesses adjusting the organizational resources to match the innovation strategy so as to assist in the business management.

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