DN Company Civil Aviation Electronic Equipment Marketing Strategy Research In The United States

As the first civil aviation electronic equipment company,DN company specialized in the development of the In-Flight Entertainment & Communications(IFEC).After more than 10 years of hard work ahead,has developed into the current domestic civil aviation electronics industry leader,hailed as the pioneer of China’s aviation industry.DN company decided to enter the United States Civil Aviation Electronics Equipment Market,On the one hand because the United States is the world’s first market for civil aviation electronic equipment;On the other hand, through the opening of the United States market and then open up the entire international market has become an important measure for DN companies to achieve international strategy and multinational operations.DN company as a national high-tech enterprises in the development of National Aviation Electric Power Industry dream.Focus on the IFEC system, such as product development, manufacturing and services.DN company’s business strategy is through the design and development of independent,master core technology,into the international IFEC system,drive the rise of the domestic aviation industry.Through cost management innovation, reduce the price of IFEC system,to more domestic and international travelers to bring more abundant experience and the experience of the journey.Improve the status of IFEC system in the international market of our country.The research significance of this paper is to develop the international market entry strategy management theory.Using PEST analysis method to grasp the macro environment of the electronic equipment market in the United States.And the impact of these factors on the strategic objectives and strategic development of DN company,using the Potter five forces model to analyze industry competition situation,with SWOT method,analysis of market positioning and product positioning of DN company’s internal and external competitive environment,formulate systematic marketing strategy,provide useful reference for DN company to achieve its strategic objectives.