Study On Marketing Strategy Of Anti-UAV Products Under The Background Of Civil-Military Integration

In recent years,the UAV industry has developed rapidly,and UAVs are widely used in all walks of life.However,the following phenomena,such as intruding into sensitive areas and disrupting aviation order,have potential safety hazards,which also bring huge new challenges to social security.As a result,anti-UAV products emerge at the historic moment,and the demand of military defense and civil security is growing rapidly.Because the J company has the characteristics of traditional military enterprises,its anti-UAV products are mainly used in the field of military defense.Influenced by many factors,there are a series of problems in product marketing,such as poor sales and insufficient customer recognition.However,civil security market has great potential,so we should attach importance to and develop civil security market.Therefore,it is very important for the sustainable and healthy development of J Company to formulate an effective marketing strategy of civil-military integration.Firstly,this paper introduces the basic situation of J Company.Combined with various marketing problems frequently encountered in the process of high-tech products’ market impact,it summarizes the overall situation of civil-military integration marketing and modern marketing,and related marketing theories are involved in the follow-up analysis process,including Technology chasm theory,PEST analysis method,STP analysis method,and marketing mix theory,etc.Secondly,through a thorough understanding of J company’s current market distribution and demand characteristics,marketing strategies and market revenue situation of anti-UAV products,this paper summarizes the current situation and problems of J company’s anti-UAV products marketing.In order to make an in-depth analysis of the marketing problems of J company’s anti-UAV products and explore the reasons,this paper mainly analyses the macro-environment,industry competition environment and internal environment of J company’s anti-UAV products.Firstly,PEST analysis method is used to analyze the macro environment of our anti-UAV products,mainly in legal and policy aspects,economic aspects,social aspects and technical aspects.Secondly,combining Porter’s "Five Forces" analysis method,the industry relationship and competitive environment of anti-UAV products are analyzed.Then in the internal environment analysis link,this paper focuses on four links: organizational structure,human resources,technical ability and marketing ability.Finally,based on the analysis of the problem,this paper puts forward some corresponding countermeasures and suggestions for J company’s anti-UAV product integration marketing strategy,including market segmentation,target market selection and market positioning,and differentiation marketing strategy of anti-UAV product: consolidating and strengthening the position of military and national defense field.We will vigorously develop different marketing mix strategies in the civilian market.At the same time,the corresponding safeguard measures of J company’s anti-UAV product marketing strategy implementation are given.This study not only has a strong guiding significance for solving the market problems of J company’s anti-UAV products in the context of civil-military integration,but also has a certain reference value for the development of anti-UAV high-tech industry.