Research On The Marketing Strategy Of MGIS Product In GY Company

With the development of modern science and technology,computer technology is indispensable in all aspects of human society and economy,and GIS technology,as one of its sub-domains,is also penetrating into every filed of social life.The construction of national defense informatization is an important development direction of GIS technology.In the global backdrop of the large scale cuts in military research funding,Chinese goverment making great efforts to promote the implementation of the great strategy of Civil-military integration.In one aspect,Chinese defense and industrial department have achieved a distinction between military and civilian products with the help of macroeconomic and socio-economic adjustments,and actively explored the market for "military to civilian use".Moreover,with the maturity of emerging technologies such as big data technology,Internet+technology,cloud computing technology,many enterprises flood in the field of military industry market on the basis of fully understanding the relevant national policies and all kinds of military technology and quality standard,and these enterprises are becoming an important technical support force for the modern national defense science and technology industry.GIS technology has been developed based on the digital process of military environment,and has gradually become one of the basic guarantee technologies supporting modern war.Geographic information system(GIS)is a technology originated from the military and developed for civilian use.Especially in recent years,the geographic information industry has reached a scale of nearly 800 billion RMB.At the same time,the development of civil geographic information system is promoting the development of military informatization,and many high technical enterprises are entering the military industry market.In the backdrop of military and civilian integration,there must be more competition in the market.With many private enterprises participating in the market competition,how can they maintain their advantages in the civil market?And how to develop the corresponding product marketing strategy in military market?These problems are comming up in the process of military and civilian integration.In order to solve these problems,the author choose the civilian technology to national defense information construction for reference,and take GY company's for example,trying to find the answers to these marketing problems.This paper focuses on the relevant policies and regulations of the state and the government,analyzes the industrial characteristics of military geographic information technology,and combines modern marketing theory to gradually explore the answer to the problem.The first step is to use theory to analyze and use statistics result to find technical and economic principle related to national defense information construction.The second step is using modern marketing theories,such as SWOT,PEST and other theoretical achievements,to summarize from the perspectives of domestic and foreign situations,enterprises' own characteristics,products and technolog develop rules.The third step is to make the product and market strategy for GY company with the help of STP analysis tools.Finally,we optimizes the 4P marketing strategy of MGIS products,and point up the specific measures to implement the marketing strategy,such as perfecting the mechanism system construction and strengthening the marketing innovation system etc.The article fully learns from modern marketing theories,and uses the theoretical achievement and tools to analyze the marketing conditions of GY's military GIS technology,and then obtains targeted guidance to promote the establishment and improvement of GY's modern marketing mechanism.