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论文编号：	5449
作者编号：	2120112538
上传时间：	2013/6/8 10:19:02
中文题目：	军工企业民品4R营销策略研究——以Q企业为例
英文题目：	4R Marketing Strategy of Military and Civilian Enterprises
指导老师：	刘建华
中文关键字：	军工企业;4R营销策略;军工民品
英文关键字：	Military Enterprises;4R Marketing Strategies;Military and Civilian Products
中文摘要：	国家间的竞争，就是经济实力与科技的斗争。长久以来，各国均优先投入国防科技建设中，高度重视国防科技的发展。为争夺世界领先地位，不遗余力。 “军民结合”是我党在十七大上，从国家发展和安全战略全局出发提出的重大战略举措。它的提出，体现了国防建设与经济建设之间互利共生的相互关系。就当代军工集团而言，在“军民融合”的大环境下，其生存环境竞争日趋激烈，技术的、竞争的、需求的、法律的、政治的等因素都影响着军工集团运营及竞争的能力；竞争对手日渐强大，替代品的出现，使得军转民企业面临的困境很多，经营理念的转变，产品设计思路的转变等。本文借鉴了国内外大量的研究资料和文献，结合PEST、波特五力模型、 SWOT 理论对当前军工企业面临的大环境的改变进行了详细的分析，研究了军工企业所在的军品、民品市场的主要区别就是竞争。着重讨论了在“军民结合”中，军工企业进入民品市场所面临的巨大挑战，分析目前军工企业普遍存在的问题。基于STP市场定位理论、4R营销理论，分析了目前军工企业在民品市场定位选择及营销策略的选择原则和目标，着重分析4R营销策略对军工企业对于目前环境的重要性。通过中船重工Q企业为例，论述军工企业进入民品市场，遇到环境变化、营销思维陈旧等困难以及营销策略的运用。利用现代营销理论，STP对Q企业进行精准定位，4R营销理论转变陈旧营销思维模式，加强关联性，维系与顾客之间关系，加快市场反应速度，最终取得多赢市场回报。
英文摘要：	Competition between nations, ultimately，is the competition of technological and economic . A long time, the major countries of the world has been to maintain a high degree of emphasis on defense-related science, technology and industry and priority investment, to spare no effort to compete for high-tech system, the high point. "Civil-military integration" is the 17th Congress of the departure from the overall perspective of national security and development strategy, to balance economic development and national defense construction and major strategic initiatives. It is proposed that reflects the national defense building and economic relationship between symbiotic. Contemporary military group, in the "civil-military integration" of the environment, their living environment increasingly competitive, technological, competitive, demand, legal, political and other factors all affect military operations and the Group's ability to compete; competitors increasingly powerful, the emergence of alternatives, making the military conversion difficulties faced by many companies, business concept of change, transformation and other product design ideas. This article draws on a large number of domestic and foreign research data and literature, combined with PEST, Porter's Five Forces model , SWOT on the current military enterprises are facing big changes in the environment carried out a detailed analysis . The main difference is competition. Focused on the "military and civilian", the military industrial enterprises to enter the civilian market are facing enormous challenges, analysis of the current military enterprises widespread problem. Analysis the current military enterprises in the civilian market positioning and marketing strategy choice selection principles and objectives on STP market positioning theory, 4R marketing theory, and focusing on marketing strategy analysis 4R military enterprises for the current importance of the environment. For example CSIC Q enterprises, discusses the military industrial enterprises to enter the civilian market, meet environmental changes, marketing ideas obsolete and marketing strategies. The use of modern marketing theory, STP accurate positioning the Q enterprises, 4R marketing theory transform old marketing thinking, strengthen relationships, maintain relationships with customers, accelerate the market reaction speed, and ultimately to obtain a win-win market returns.
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