Research On The Marketing Strategy And Marketing Capacity In Jianghang Company

Marketing theory firstly invented in the United States in the early 20th century, has been successfully applied in many enterprises in the world through continuous improvement. Now with the strategy-"civil-military integration, combining the Government Issue to civil products"-proposed, the sale of military enterprises has been attached great importance increasingly. Some military industry enterprises in China are trying to guide business management by using the universal law of modern enterprise management, strategic management and marketing theory.This paper, taking Jianghang Company as an example, researches the military enterprises' marketing strategies from the micro-aspect. It combs the related theory of marketing management, constructs the theoretical framework for the study of the military enterprise marketing strategy, and summarizes the market particularity of Chinese military-industrial products. It analyzes internal and external environment in detail by using PEST and SWOT analysis methods and tools, and establishes marketing combination strategy with the synthetic application of 4P and 4C strategies, namely it carries on the adjustment with the instruction of the 4C idea, taking the 4P marketing combination strategy as the basis when carrying out a plan. Finally, the paper establishes the enterprise marketing capacity evaluation index system by using analytic hierarchy process, and do more in-depth analysis and study on the problems existed in marketing management by applying the evaluation results and comprehensive evaluation with Delphi technology. The author explains the necessity and rationality of marketing strategies from the perspective of enhancing the capacity of enterprise marketing. And it provides new ideas for the evaluation of marketing strategy in future.