Empirical Research On The Marketing Capability Of Civil-military Enterprises In Xi’an

Due to China’s social harmony and stability and rapid economic development, many military enterprises in China have also transformed their strategies. Numerous military enterprises have transited resources to civilian products with advanced technology and excellent quality advantages, and have transformed into civil-military integration business. However, due to many factors, such as entering civilian market too late and lacking marketing tools, many civil-military integration enterprises are facing the status of marketing capability shortage. Sustainable and distinct advantage cannot be reached only by the advanced technology. Accordingly, it’s important and urgent to analyze the connotation of marketing capability of civil-military enterprises, establish a sound theoretical system, and design an evaluation method.In a systematic review of the civil-military integration, civil-military integration business, marketing power and its evaluation index system, the integration of military and civilian force of corporate marketing core concepts, this study provides the definition of marketing capability of civil-military enterprises. Through multiple methods including enterprise interview and survey with Xi’an military enterprises as samples,34factors which can be part of marketing capability have been collected. By Factor Analysis,31factors which are more relevant have been divided into7dimensions that construct the theoretical model of marketing capability. Based on this theoretical model, this study further provided evaluation questionnaire for the marketing capability of civil-military enterprise, and used this questionnaire to estimate The CNGC’s marketing capability. Finally, according to the results of empirical analysis, this paper provides theoretical support and policy recommendations on how to improve their marketing capability levels.Through research, this paper defines the content of marketing capability of civil-military enterprise, provides the theoretical model to describe this concept which has7dimensions- coordination of military technology in product development applications, ordnance awareness of the concept of corporate marketing, marketing, customer relationship management, marketing information management, military and civilian marketing channels, marketing strategies.