Marketing Strategy Analysis Of HC Corporation's Forest Fire Protection Business With UAV

As the military and civilian integration rising to a national strategy and the process of military transition to civilian service continues to advance,more and more military enterprises have joined the civilian market to expand their businesses and seek greater economic value.HC is a private military company founded more than a decade.In order to adapt to the current market environment,HC plans to officially enter the civilian market from UAVs who is currently a really hot market as a breakthrough.UAV technology is more and more noticed by the military and the civilian market in recent years,it is useful in either the military use like reconnaissance and combat,or civilian use like aerial photography and logistic,its unmanned features have demonstrated high value and much potential.The global market for UAVs in 2014 reached 6.4 billion U.S.dollars,of which about 5.7 billion U.S.dollars for military use accounted for 89%and 700 million U.S.dollars for civilian use accounted for 11%.According to the Teal Group of the United States,it is estimated that the total market of UAVs will reach 11.5 billion U.S.dollars by 2023,the annual growth rate will be over 6.7%.By then the military use will account for 86%of the total,while civilian use will increase to 14%of the total.HC select UAVs industry to join the civilian market,on the one hand is because the great vitality of UAVs market,on the other hand it also can be done without giving up military markets while exploring the civilian market.Based on the field investigation of forest fire prevention industry in northeast China and the quo of the UAV business of HC Company,this paper analyzes the macroeconomic environment and competitive situation that HC UAV business carried out in Northeast China by using PEST analysis method and Porter five forces model.This paper analyze HC's strategy through the SWOT matrix,and proposed to provide customers a complete solution business model service-based marketing strategy.From the perspective of 4Cs theory,this paper reduces customer's maintenance cost and labor cost,improves the convenience of system application and enhances the exchange and continuous improvement of marketing strategy portfolio.And through the establishment of corporate culture,brand building,product life cycle management,customer relationship management,customer service system,personnel training and a series of measures to protect the implementation of marketing strategies.We hope the case of this article may provide HC and other enterprises in the UAV industry applications and other industry applications a useful reference in the field of thinking.