Study On Marketing Strategy Of Civil Products Of LIP

Civil-military integration means deeply integrating national defense and military modernization into the economic and social development system.At present,the civil-military integration has become a national development strategy,and aerospace companies as a military enterprise,the national strategy and policy guidance,constantly explore the new way that support the national economic development,make space for the commercial and industrial market booming,civilian products presented the good development momentum,but also increased the economic benefits of aerospace enterprise.As a single machine product unit in the aerospace system,510 institute has become an enterprise with independent profits and losses in the market competition under the background of the transformation of public institutions into enterprises and the rapid transformation and upgrading of the original production mode and business mode.The development of its civil products is bound to become a new and extremely important economic growth point for the enterprise.However,the current 510 civilian products marketing lags far behind the other similar products in the market marketing level,there are ideas behind,the top planning weakness,loss of operation mechanism,enforcement is weak,not enough to support 510 civil product market continues to develop,therefore,make to fit for the future development of 510 civil product marketing strategy is particularly important.By introducing the concept of civil aerospace products and expounding relevant marketing theories,this paper studies the marketing status of civil aerospace products of 510 research institutes and points out the existing problems.Through PEST analysis for macro environment analysis,porter five forces analysis model forindustry environment analysis,SWOT analysis for situation analysis,this paper expounds the internal and external environment faced by the marketing of 510 civil products.Through the STP analysis on market segmentation,choose target market,product positioning,with 4 p,4 c and 4 r,4 s,4 e theory as the foundation,to develop four class 510 civilian products marketing combination of marketing strategy,continue to deepen the 510 market development ability,in order to realize scale and efficiency of civil products synchronization across,improve the market value of 510 civilian products and influence.The significance of this thesis is to through the market marketing management theory to 510 civilian existing product marketing job analysis,form the feasible marketing strategy combination system,civilian goods marketing for the enterprise to provide meet the requirements of the market environment of advanced marketing strategy,improve the enterprise current mode of civilian goods market development,the promotion of the marketing level of enterprise managers and related practitioners,increase the economic benefit by 510,the civil product competition in the market and is in an impregnable position.