Research On T's Marketing Strategy For Military Industrious Big Data Services From The Angle Of Military And Civilian Integration

This paper takes T which is relatively famous in the big data industry in China as the study subject,and investigates how it adjusts and optimizes the marketing strategy of big data business of military industry based on the actual internal and external conditions of itself under the national strategy of military and civilian integration.After sorting out relevant marketing theories and literatures,take T as an example,this paper conducted empirical investigation on the macro environment,competitiveness in the industry,and internal advantages and disadvantages and so on of T by commonly used market-analyzing tools such as PEST theory,Porter's Five Forces Model,SWOT analysis and so on,and analyzed the problems existing in the marketing activities of its current big data business of military industry and the causes.Meanwhile,based on the STP theory,the paper focuses on the analysis and description of T's military market segments,military target market and military market positioning.After integrate the current union of military and the public,the characteristic of the military market and big data business,it provided ways to optimize the marketing strategy which is founded on customer relationship.Next,seeing from the whole,it formulated strategy-optimizing plan from different perspectives such as marketing mix,service marketing,and relation marketing,and pointed out that the marketing strategy adopted by the company in its big data business of military industry should focus on maintaining the long-term customer relationship,pay attention to the actual needs of the customers from traditional marketing mix such as product and price,and strengthen the concept and management of service marketing from technical support,after-sales service and so on to realize effective relationship marketing.Finally,supporting measures were proposed from organization,culture,system and human resource and empirical analysis was conducted,emphasizing that these measures are feasible and reasonable.This paper studies the practical marketing activity of the big data business of military industry of T,which,to some extent,guides and promotes the expansion of its big data business of military industry.It can help T to increase its economic benefits,and enhance social benefits and military benefits.Meanwhile,it can provide certain reference to the peers.