Research On Project Makerting Of S Institute’s Military Trade

Institute S is a military electronics research institute in the field of electronicinformation systems in China, with a long history, a wide range of specialties and strongR&D capabilities. In the preliminary military trade marketing, Institute S mainlyfocuses on export of independent equipment, and there exists problems such as singlemarketing means and low efficiency. This paper conducts a research on projectmanagement of the military trade marketing of Institute S by using project managementtools and methods, so as to overcome the disadvantages of traditional marketingmanagement, increase the efficiency of military trade marketing and enhance the marketviability and core competitiveness of enterprises.The paper, based on the current situation of Institute S as well as domestic andinternational situations of the military trade, conducts a feasibility and necessity studyon project marketing of the military trade of Institute S, indicating that projectmarketing of the military trade of Institute S includes two levels of management: projectmanagement of marketing organization structure and project management of marketingactivities. The paper puts forwards the concept of project management of marketingorganization structure, i.e. matrix organizational structure based on project managerresponsibility system, and investigates the methods of this kind of structure. The paperalso puts forwards project management of marketing activities of the military trade, andelaborates the work contents in the four phases of project management, namely, projectinitiation, planning, implementation and conclusion of marketing activities of themilitary trade according to the theory of four-phase project management life circle.Through the case study of “1001Project”, the paper conducts a research on applicationof project management in marketing activities of the military trade by using SWOT,WBS, RAM, Gantt chart and other management methods. It analyzes the majorproblems and countermeasures of project marketing of the military trade of Institute S,and puts forwards that project management can help to change the marketing concept,improve corporate culture, enhance internal management level of enterprises,employees’ qualities and operating efficiency of organizations, and optimize the marketing process. Meanwhile, the paper indicates that it applies to the enterprises thatare able to conduct project operation and have some project management foundationand the products of which reach a certain scale and have large market capacity, manyvarieties, obvious selling points and other characteristics. The paper probes into projectmarketing of the military trade of military enterprises, having certain guidingsignificance for military trade marketing of Institute S and providing some reference formilitary trade marketing of other military enterprises.