Research On Marketing Strategy Of Military Products Of Company A

Along with intensity of military industry reform increasing in our country,the industry competition is intense.There is a fierce challenge to traditional military enterprises as more and more private enterprises entering the military market.For a long time,due to the particularity of the military industry,only state-owned enterprises have the qualification to enter the military industry and it was not opened to social capital.This leads to the relative closure of the industry.Lack of competitive environment,enterprises in the industry have not established marketing awareness and are short of marketing capacity.As the industry open to social capital gradually,the traditional industry enterprises should realize shortcomings in marketing because of gradually fierce competition.Improving enterprise marketing level is a better way to achieve the better development of enterprises.Therefore,it is urgent to study the marketing strategy of military industry products.In this paper,the case analysis method is used to study the marketing strategies of company A’s military products.This paper conduct SWOT analysis and Five Forces analysis to company A.As the traditional state-owned military enterprise,company A has many advantages like leading technology and having a mass of talents,but also face more threats from private enterprises who will enter or have already entered into military industry.On this basis of analyzing the characteristics of the military market,the paper puts forward the marketing strategy about military products of company A.At last,this paper puts forward the marketing strategy for company A from several aspects such as product,price,channel,promotion,brand management and customer relationship management.Military products are related to national defense construction.Therefore,product quality is the fundamental pursuit of enterprises.Military enterprises should strengthen cooperation with research institutes and improve product quality.Due to the particularity of corporate customers,enterprises should do a good job of communication with customers,keep abreast of customer needs,provide customers with quality after-sales service,establish a good corporate image.Changes in the marketing environment of the military industry objectively require that military enterprises should constantly update their marketing strategies.Military enterprises should build new marketing mode and modern marketing system,and constantly improve their marketing capabilities,so as to promote the competitiveness of enterprises.The current study of military product marketing strategy is relatively small,so the study of A company marketing strategy in this paper,can not only provide marketing strategy formulation for military products of A company and direction of implementation,but also provide a useful reference for other similar enterprises.