Analysis And Considerations On The Marketing Tactics Of The Defense Armament

At present, a great change has taken place in the general situation of national defense armament market. The contract system under the national mandatory planning has been introduced into scientific research and production. The planning on the scientific research and production of military equipment for national defense are ensured by contract. Meanwhile, a competition policy was introduced, resulting in tendering for military projects by the suppliers according to the management system for military products. Therefore, the investments on the military products have been awarded to the competitive manufacturers. In this way, the optimization of resources is realized through the market under the national mandatory planning.Due to the introduction of free competition system, those fittest military enterprises will be survived. This paper presents some ideas on how to change the marketing systems in the enterprises in order to win the market in competition and to become the main body and corporation entity. The market for military products can be opened up effectively by means of using modern marketing theory and methods. However, some military enterprises cannot adapt to this kind of competition system on procurement, and their concepts have not been converted from the "Wait, Rely and Ask for" in previous planning economy. Due to lacking in marketing theory and tactics, some enterprises are in the difficult positions, even are suffering from bankruptcy. The military enterprises are badly in need of analysis on the marketing theory and tactics for the defense armament to guide their practical activities.Through combining the characteristics of defense armament market with the corresponding marketing theory, this thesis has derived the analysis on the key marketing tactics for opening up this particular market, which might have some hints on marketing for military enterprises.This paper is divided into 3 parts. Part 1 presents the analysis on the significance of this research, the description on the characteristics of the research and studying method. The citation regarding the marketing theory in section 2 of Part 1mainly reviews the progressive process for marketing concept, addressing the market theory on oligopoly and the key practical marketing tactics. Part 2 mainly addresses the general characteristics of defense armament, analyzing the causes of competition and winning factors. In addition, a brief description of general situation and developing tendency for the defense armament market both at home and abroad is given. Part 3 places the emphasis on the specific analysis and discussions on the marketing tactics for the defense armament. Some typical examples are given to illustrate the business flow for opening up this particular market. Meanwhile, this section emphasizes that the pre-study, customer connections and the enterprise image are the key marketing means. For strengthening the capability and staying power of the enterprises, the export of military products cannot be neglected.