HL Company Military Electric Connector Marketing Strategy Study

With the deepening reform of our country’s military equipment procurement mechanism, weapons and equipment procurement work imports market management ideas, preferential selection, the optimal matching, the reasonable price, and gradually achieve the optimal allocation of military industry market resources。In this change, is to break the traditional military industry in China has long been closed procurement mode, and rapidly improved weapons and equipment quality, price, schedule and so on the various levels of management.We HL company as weapons and equipment supporting suppliers, will have to study again the4R marketing strategy of military electric connector products, combining the international and domestic military development, research the current military electric connector product research and development direction, the analysis of military product market resources, let the market mili-tary qualitative change happened.In the face of the qualitative change of market of form a complete set of military industry, this paper studies the4R marketing strategy based on military electric connector market, that is to say, the military industry supporting the market widely used electronic components-military electric connector in the minds of potential customers determine an appropriate position, from seeking differentiation and unique selling point to explore the market value, overall positioning strategy development. At the same time, I work in the military industrial enterprises engaged in management for many years, in today’s military products in the process of market transition and the change of the pattern of competition, positive and team members to discuss market strategies, market positioning strategy is applied to the practice, the general electrical connectors, and occupy30%of the country’s military electric connector market smoothly.Based on military industry supporting the heterogeneity of the market, this paper will be the latest development of the4R marketing theory combined with the feature of military industry supporting the elements of market, from the association, reaction, relationships, and return to study the four dimensions, by military power connector market positioning of the marketing strategy design vision.Later, on the HL company the actual situation of development and maintenance of military industry market, to set up the associated, reaction, relations, return the four sorts of marketing strategy, and through the implementation of the4R marketing strategy, make the enterprise market positioning has been fully reflected, so successful enterprise based on market of form a complete set of military industry, and made great development.As a result, a conclusion can be summarized in this paper:in the marketing mix theory, on the basis of full development,4R marketing theory is more suitable marketing strategies of military electrical connectors theoretical basis, Its core is relationship marketing.