| With military common policy implementation,single military tradition of military industrial products structure pattern changes,gradually turning to include military supplies,production type dual purpose and civil products,military and civilian combined with production,and with the national policy on access to people,the army of the further optimization,and the rise of the support,The civilian army enterprise will get the rapid development in the civilian market.As a high-tech enterprise covering military,civil and foreign trade fields,T Company’s representative product Beidou watch is facing several market problems after entering the civil market,including how to improve the core competitiveness of products,how to reasonably control costs,and how to build a systematic marketing system and strategy.Based on the T company marketing status quo of the current Beidou watches as the research object,through to the big dipper watch user survey questions,descriptive statistics analysis,again through the 4p and STP tools such as analysis and interpretation,further conclude T company Beidou watches products of the company’s current marketing problems,have further follow-up can execute the marketing strategy of landing.In this paper,the research discovered the T company Beidou watches the current biggest advantage lies in the quality of the products and after-sales service by the vast number of consumers,and not enough is the biggest problem with the product design innovation,update the iterative speed is not fast enough,the imperfection of the face to face sales service,branding and promotion on the channels failed to focus on the most consumer recognition.In view of the existing problems,T Company will fully carry out brand promotion and discount delivery through dual channels of online stores and offline physical stores in the future,and accelerate the efficiency of new product research and development and style design while maintaining product quality,so as to effectively improve marketing efficiency and increase sales. |
