State-owned Military Industrial Enterprises, Conversion Marketing Strategy Discussed

This report is a study of a state-owned company producing electronic components for the national defense purpose. By applying corporate strategy and marking theory, and combining with author's working experiences as a deputy general manager responsible for designing, producing and marketing, this report reflects the development of corporate strategy in the national defense industry. At the same time, this report also reveals how this company enhances its core competence and competitiveness. For example, Marketing is a powerful means this company uses to adapt to the market demands, and restructures its customer base, showing that this company, once a typical unit in the planned economic system, has successfully transformed into a business in the market economy.This report focuses on SWOT analysis of several factors influencing the growth of the company. In the process of globalization, this company has developed its development strategy, trying to meet the demands of the new era. Based on this strategy, this company has become very sensitive to the change of competitive environments, innovates its marketing strategies according to the changing conditions. It successfully changed its customer base and diversified into telecommunications and network equipment industry,This reports believes that any company, if it desires to succeed, should figure out a proper development strategy in the first place. The core competence and competitiveness are critical to the realization of its strategic goals and objectives. A unique and powerful marketing force is very important in the implementation of its development strategy .This reports generalizes a new concept called Future Marketing. Current marketing is working for the future success takes roots in the current marketing efforts and the current marketing decides the company's future. The primary principle of marketing is to keep the old customers while developing the new ones. Increasing customer satisfaction is always the core of a successful marketing strategy.