The Improved Marketing Strategy For Civil Drone Of T Company

In 2016,China's military-civilian integration special plan was approved.The development of China's military industrial enterprises firstly takes the development of drones as a breakthrough,UAVs are products that can serve both military and partial technology to civilian use.The investment in R&D is large,but the marketing flexibility needs to be further improved.The traditional marketing model is difficult to adapt to market competition,and appropriate marketing adjustments must be made.In 2017,the output of China's drones exceeded 2.9 million,a year-on-year increase of 67%.In the same year,the sales of drones in China exceeded 2 billion yuan.The export volume of civil drones increased by 40%for five consecutive years.The annual export volume reached 11 billion yuan.Based on STP theory and 4C marketing theory,the article uses literature research,questionnaire survey,quantitative and qualitative research methods,and uses T company's universal drone products as a research case to improve the sales of T company's civilian drone products.Enhance market competitiveness.Firstly,this paper studies the related marketing research of UAVs in military enterprises at home and abroad in recent years by literature research method,and studies the related marketing of consumer UAVs under market conditions in China.Market positioning and consumer-focused,and then based on STP marketing and 4C marketing theory as the core,based on environmental analysis tools,research on the marketing environment of T company civil drone products.T company civil drone product marketing should adopt the WO strategy to provide targeted marketing strategies by understanding the market,analyzing threats,and accurately segmenting the market.Thirdly,the article explores the consumer demand by questionnaire survey method.Combined with the current situation of T company civil drone marketing,it is found that T company civil drone marketing has product positioning blur,mechanism lack of flexibility and drone price model single,channel side.Too narrow,limited promotional scope and other issues.Finally,in view of the existing problems,this paper believes that market positioning should be based on consumer preferences,accurate product positioning and product design enhancement,and the combination of floating pricing strategy and rental pricing should be used to broaden the scope of channels and provide rental channels.Flight demonstration,sensory promotion,electronic promotion,professional soft text,optimize sales through relevant cooperation and other promotional methods,and build a sound marketing system.The research in this paper will benefit the sales of drone products from other similar companies,and jointly open the domestic drone market,allowing universal drone products to be applied in a wider range.