| Satellite navigation system (GNSS) in the country’s economic, social, and occupies an important position in the construction of national defense, it’s also the important factors and key supporting power of national informatization construction, is directly related to national security and economic development of the key technical support system. In 2012, the Beidou satellite navigation system of our country has entered the peak satellite and ground system networking, marked the independent research and development of Beidou satellite navigation system construction in China and make a big step forward, will enter a new stage of development. Policy support, the 12th five-year plan will be into the satellite navigation industry one of the seven strategic emerging industries, the satellite navigation industry will "twelfth five-year" period in our country into a period of high-speed, leap-forward development.SC company is a meteorological electronics, communication, navigation, radio and television, public security areas such as product development, production and sales for the integration of software enterprises and high-tech listed company, is the only one manufacturer of Beidou user terminal, in Anhui province as the development of Beidou navigation market, facing the internal and external environment of SC company also had a very big change, as a marketing company, according to the modern marketing theory, combined with the case company marketing strategy research, has become the company’s ability to fast growth of the key factors.In this paper, the author hopes to carry their learned during the MBA study, from the Angle of the marketing of SC company Beidou navigation product market research, to solve some problems of SC company, based on the 4R marketing theory, this paper adopts literature research and case analysis method, with SC company Beidou navigation product market as the research case, SC was introduced and analyzed in this paper Beidou navigation products of the company’s development present situation, the product information, And using PEST and SWOT analysis tools for the company’s internal and external environment are analyzed in detail, through analysis of SC company in product pricing, sales channels and brand construction and so on have some problems, but at the same time in terms of the current SC company facing advantage and opportunity is still larger than the opportunities and threats, the overall marketing environment is good for SC company; In the end, based on the 4R marketing theory, designed the feasibility of the new marketing strategy combination, this paper to formulate the marketing strategy of SC company portfolio includes the following aspects; Strengthen the customer relationship, the SC company and customer form community of interests, improve customer loyalty; Improve the market reaction speed, respond in a timely manner according to the need of customers and improve customer satisfaction of SC company products and services; Strengthen the relationship marketing, the establishment of SC company long-term、stable and efficient communication with customers, increase customer intimacy with the company; Returns a win-win market strategy, the pursuit of a balance between profit and market, fundamentally guarantee the vitality of SC company in Beidou navigation products market. This paper is expected to develop the marketing strategy of SC company in Beidou navigation products has certain guiding significance to the development of the market, and to other similar companies within the Beidou satellite navigation industry in our country’s marketing strategy formulation and implementation of a certain reference. |
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