Study On The4R Marketing Strategy For Military Product Supporting Enterprises

By gradually carrying out of our military weaponry purchase system reformation, competition has entered weaponry purchase procedure on certain range, therefore selecting supplier and related supporting party by quality has become a trend, which lead to optimization of military industry market resource. This development coincides with common method of military conjunction with private enterprise which has been deployed by other current big military country in the world. By this reformation, our country established "military conjunct with people, military integrate into people" principle, and launched several supporting policy and legislation. By doing this, firstly it could be utilized to break closeness and low efficiency of our traditional military industry, secondly to rapidly benefit weaponry quality, price and schedule. At the same time, the most obvious merit is that provides a brand new target market military product support for private enterprise. Due to particularity of weaponry product and confidentiality of military industry,"non-government owned" private enterprise’s involvement with military product supporting market has went through three stages:from clear forbidding to orderly open, and to current strict administrative licensing policy. Till now there have been large numbers of private enterprises which passed licensing examination and get into military product supporting market successfully.Confronting military product support, this brand new target market with specific characteristic, for the desirous private enterprises, the first thing is to draw effective marketing strategy to explore and maintain this market. The purpose of this thesis is to research when private enterprise participating in military product support market, how to plan marketing strategy tactics. Therefore, this thesis takes systematic analysis on the characteristic and factor of military product supporting market, summarized up the trait and difference between this market and civilian goods market. Based on the heterogeneity of this market, this thesis put the newly developed4R marketing theory conjunct with military product support market’s characteristic into research, through relevance, reaction, relation, revenue these four dimension, proposed the marketing strategy design concept of private enterprise participating in military product support market. Thereafter, aiming at FL electronics corporation’s practical situation on exploring and maintaining military product supporting market, marketing strategy of relevance, reaction, relation, revenue four aspect was drawn, and through application of4R marketing strategy, this corporation’s market positioning was fully realized, it got successfully established into military product supporting market, and achieved significant growth. Therefore, this thesis draws one conclusion:on the basis of fully developed marketing combinatorial theory,4R marketing theory is more suitable for private enterprises to plan marketing strategy when participating in military product supporting market.