Microwave Product Market Development, Marketing Research

As the construction of socialist market economics mechanism is approaching integrity, and reform and opening-up are going into depth, the reform on national defense enterprises and defense product acquisition system is also getting hot. This paper takes the author's enterprise, a traditional defense product research and development enterprise of China Electronics Technology Group Corporation (CETC) as an example, and specifically makes research on its marketing in microwave field, and through market investigation and analysis, proposes the microwave product development scheme in accordance with the developing direction of the institute, for reference by decision-maker when making decision. Depending on microwave product customer, this paper divides the microwave product market into civilian and defense markets, and makes analyses and researches for these two markets respectively. As for civilian market, the author proposed the selection of objective market and the product positioning, and drew up the marketing objective and the marketing strategy, based on adequately investigation and analysis about developing trend of industrial technology, macro operation environment, market capacity, competitors, and market competitive position of the enterprise. According to the enterprise objective and the marketing strategy, the paper focused on the selection of product development plan, pricing strategy, marketing channel, as well as advertising, publicizing and promotion plans, and moreover the paper gives the risk analysis of possible problems, which may occur in the implementation of plans, and put forward the corresponding control measures. In the course of civilian marketing research, the paper, on the basis of current situation that the civilian market share and marketing system of the author's enterprise are almost none, puts its emphasis on how the enterprise, as a newcomer to a new market, finds a breakthrough point, and quickly establishes a set of theories and actions for marketing mechanism, from nothing to something, and finally the perfect one.As for defense product market, the author puts forward the enterprise's development objective in future 10 years in microwave field based on author's experiences in defense product market more than 10 years and analyses about macro operation environment, competitor, the enterprise's status and the enterprise's advantages and disadvantages in competition, and then the drew up the corresponding marketing strategy combination according to the marketing objective. In defense market analyses, it is emphatically discussed how the enterprise should transform its thoughts and marketing strategy in accordance with the transformation of the nation's defense product acquisition system.Along with the increasing application areas and market capacity of microwave products, more and more industries and individuals both here and abroad are engaging in research of civilian microwave product market, and many of them have been reported. However, it is not reported that how enterprises carry out defense product marketing investigation during transformation of our country's existing defense product acquisition system based on the special situation of our country defense product. The most important significance of this study is that it points out the market development object and implement step in the near future for the enterprise in defense and civilian markets of microwave field, and has operation significance for the Microwave Division of the institute of CETC .