A Study On The Marketing Models Of Private Enterprises Of Defense Equipment

Hunan JG Defense Equipment Company (JG Company) began production, sale and installation of defense equipment officially in Hunan Province in the second half of 2014. At the beginning of joining in the competition in Hunan defense equipment industry, JG Company faced many challenges:First, the real estate market in Hunan was in depression, the demand for defense equipment also declined rapidly. Secondly, there were 19 defense equipment enterprises in Hunan Province. In 2015, new companies joined in the market competition in the industry in Hunan, the market competition environment that defense equipment industry was facing has changed dramatically from a seller’s market into a buyer’s market. In order to maintain their normal operation, companies were involved in a price war, which seriously affected JG Company’s sales growth and the growth of the company’s product profitability. In the era when there was little product differentiation and customers faced a varied choice, how JG Company broke the dilemma to improve customer satisfaction and loyalty required it to develop and implement the market strategies which must be most suitable for its current marketing environment.This study consisted of five chapters. The first chapter introduced the background and significance of this thesis, reviewing theory relating to 4S marketing mix. The second chapter used SWOT analysis to discuss the market environment and industry status that the company faced, by analyzing the operating status of the company to point out the company’s strengths, weaknesses, opportunities and threats. The third chapter was from the perspective of 4S marketing strategy, from four aspects: satisfaction, service, speed, and sincerity to designed the future marketing strategies for the company, and from a cost management system, a financial management system and a human resources management system, these three aspects to bring forward recommendations for the implementation of safeguards of the marketing programs. The fourth chapter described the timing, conditions and procedures of implementation of the 4S marketing strategy. Finally, the author summarized the innovation and limitations of this study, recommending the directions of further researches.The main results of this study were to explore in complex market conditions, how JG Company made use of 4S marketing strategies and marketing programs to breakthrough market difficulties. Results of this study not only helped to bridge the current gaps in the fields of defense industry-related research, it also provided references and suggestions for marketing strategy of other defense equipment production companies. In the context of declined demand and homogenization competition,4S marketing strategy help defense equipment enterprises to improve customer satisfaction and loyalty, building long-term relationships between businesses and customers and achieving a win-win situation. Conclusions of this study provided a fresh perspective and valuable reference for defense equipment manufacturing enterprises to develop marketing strategies.