Research On Marketing Strategy Optimization Of R Military Products Company

Military industry is a special industry which is related to national defense construction and national security.It is also a core pillar industry that is related to China’s scientific and technological innovation capability and military power status.With the deepening of civilmilitary integration,China’s military industry structure is also being optimized and adjusted.Military market is gradually transforming from state-owned industry to market economy industry.Under the background of national strategy promotion and favorable policies,civilmilitary enterprises have ushered in a new strategic opportunity period,and the competition in the industry has become increasingly fierce.How to actively use modern enterprise marketing strategy and improve marketing management level and core competitiveness has become an important issue that cannot be ignored in the development process of civil-military enterprises at this stage.This thesis takes R military products company as the research object and bases the analysis on the domestic and foreign research and related concepts and theories.Firstly,we introduced the basic situation of R military products company and the current status of marketing strategy.Secondly,based on the current marketing situation,we analyzed the implementation of marketing strategy of Company R through interviews and research,and concluded that Company R has problems such as unclear market positioning,imperfect product development and service design,irregular pricing management and cost control,insufficient marketing channel application development and single promotion strategy and lack of innovation.And by using the Delphi method to identify the relevant elements of R’s marketing strategy,a total of5 primary elements,10 secondary elements and 23 tertiary elements were derived.Thirdly,we analyzed the external macro environment and the competitive environment of the industry in which Company R is located using the PEST analysis and Porter’s five forces model.Fourthly,on the basis of STP analysis,this thesis proposes marketing optimization strategies for Company R from four aspects: product,price,channel and promotion.Product optimization strategy includes good product development planning,expanding product portfolio dimension,optimizing product packaging design and improving product added value.The price optimization strategy is mainly carried out from three aspects which are implementing multimode pricing,strengthening product cost control and establishing a product series price system.Channel optimization strategy includes setting up key regional offices,expanding offline professional promotion channels and applying new media and other online promotion channels.The promotion optimization strategy is mainly carried out from the aspects of corporate brand building,precise promotion of product services and strengthening public relations.Finally,this thesis proposes four safeguards.By optimizing the marketing organization,cultivating and building a professional marketing talent team,improving the marketing performance assessment mechanism,and strengthening the enterprise information construction,we can provide strong support for the implementation of marketing optimization strategy of Company R.The results of this thesis provide the basis for R company to improve the competitiveness and efficiency,further test the practicality and guiding nature of the 4P marketing theory,and provide marketing strategy optimization ideas for other participating private enterprises.At the same time,it has certain significance in the development of marketing strategies in the military industry.