| Military and civilian integration "is a hot and key topic in the development of China's national defense science and technology industry since the 17th National Congress of the Communist Party of China.Traditional military enterprises,due to the long-term constraints of the planned economic system,the marketing concept is relatively backward,the lack of systematic and effective marketing Therefore,the study of military and civilian integration of product marketing strategy will help to help military enterprises to adjust the development strategy,improve the level of enterprise marketing management to ensure that the enterprise long-term,Sustained and rapid development.In this paper,a typical military enterprises-Air China brake company,for example,the main study in the context of the integration of military and civilian,China Aviation brake on the highly competitive market how to develop military and civilian integration,of product restructuring.Based on the study of the theory of military and civilian integration and the strategy of marketing strategy,this paper analyzes the internal and external environment of China Aviation brake by PEST analysis method,Porter five force model analysis method and strategic group,and compares it with the main competitor.And SWOT analysis method to develop the company's strategic framework,through the Boston matrix qualitative way to find the aircraft brake military and civilian integration target market and market positioning,and finally to develop a reasonable structure of the company's products,and put forward the specific measures to adjust the implementation of product measures.Expect to help companies solve the existing problems in the product structure,adjust the scientific product architecture,in order to achieve sustainable development of the company,and ultimately achieve the purpose of improving the economic efficiency of the company.At the same time,expect the domestic similar enterprises have a reference role. |
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