微波产品市场开发营销研究
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摘要
随着我国社会主义市场经济体制构建的完善，改革开放的不断深入，国防企业以及国防产品采购体制的改革也正轰轰烈烈进行。本文结合作者所在的中国电子科技集团公司某研究所这样一个传统的国防产品研发生产企业，具体针对其微波领域的市场营销开展研究，并通过市场调查和分析，提出符合本企业发展方向的微波产品市场开发方案，以供决策者决策时参考。
根据本企业所从事微波产品用户的不同，本文将微波产品市场分为民用市场和军用市场，并分别针对两个市场进行分析和研究。
在民用产品市场，作者在对行业技术发展趋势、宏观经营环境、市场容量、竞争对手、企业市场竞争地位等进行充分调研和分析的基础上，提出了对目标市场的选择和产品定位，并制定出企业营销目标和营销战略。根据企业目标和营销战略，文章重点阐述了产品开发方案、定价策略、营销渠道的选择以及广告、宣传、促销方案，并针对方案实施中可能出现的问题进行风险分析，提出了相应的控制措施。在对民用市场营销研究的过程中，结合作者所在企业市场份额和营销体系都几乎为零的现状，重点讨论了企业作为一个市场进入者如何在一个新市场中找到突破口，并在企业内迅速建立一套从无到有、到最终完善的市场营销体制的思路和方法。
在军用产品市场，作者根据十多年来从事国防产品市场营销的经验和对行业市场环境的熟悉程度，通过对行业宏观经营环境、竞争对手、企业现状、企业竞争优、劣势及机遇、问题分析，提出了企业在微波领域未来10年的发展目标，并根据营销目标制定了相应了市场营销组合。在军用市场的分析研究中，重点讨论了企业如何结合国家军品采购体制改革而进行与之相适应的思维转化和市场营销策划。
随着微波产品应用领域的日渐扩大以及微波产品市场容量的大幅度攀升，目前，国内外开展民用微波产品市场研究的单位和个人也越来越多，且多有报道。但是，由于我国国防产品市场的特殊性，结合我国国情，特别是探讨在我国现有军品采购体制转制过程中，企业如何开展军品的市场营销研究还未见报道。因此，开展本课题研究最重要的意义就在于希望为企业微波产品在军、民两个市场上分别指明
市场开发的目标和具体实施步骤，这将对中国电子科技集团公司某研究所微波事业部的发展具有较强的现实意义。
2004年4月28日
As the construction of socialist market economics mechanism is approaching integrity, and reform and opening-up are going into depth, the reform on national defense enterprises and defense product acquisition system is also getting hot. This paper takes the author’s enterprise, a traditional defense product research and development enterprise of China Electronics Technology Group Corporation (CETC) as an example, and specifically makes research on its marketing in microwave field, and through market investigation and analysis, proposes the microwave product development scheme in accordance with the developing direction of the institute, for reference by decision-maker when making decision.
Depending on microwave product customer, this paper divides the microwave product market into civilian and defense markets, and makes analyses and researches for these two markets respectively.
As for civilian market, the author proposed the selection of objective market and the product positioning, and drew up the marketing objective and the marketing strategy, based on adequately investigation and analysis about developing trend of industrial technology, macro operation environment, market capacity, competitors, and market competitive position of the enterprise. According to the enterprise objective and the marketing strategy, the paper focused on the selection of product development plan, pricing strategy, marketing channel, as well as advertising, publicizing and promotion plans, and moreover the paper gives the risk analysis of possible problems, which may occur in the implementation of plans, and put forward the corresponding control measures. In the course of civilian marketing research, the paper, on the basis of current situation that the civilian market share and marketing system of the author’s enterprise are almost none, puts its emphasis on how the enterprise, as a newcomer to a new market, finds a breakthrough point, and quickly establishes a set of theories and actions for marketing
mechanism, from nothing to something, and finally the perfect one.
As for defense product market, the author puts forward the enterprise’s development objective in future 10 years in microwave field based on author’s experiences in defense product market more than 10 years and analyses about macro operation environment, competitor, the enterprise’s status and the enterprise’s advantages and disadvantages in competition, and then the drew up the corresponding marketing strategy combination according to the marketing objective. In defense market analyses, it is emphatically discussed how the enterprise should transform its thoughts and marketing strategy in accordance with the transformation of the nation’s defense product acquisition system.
Along with the increasing application areas and market capacity of microwave products, more and more industries and individuals both here and abroad are engaging in research of civilian microwave product market, and many of them have been reported. However, it is not reported that how enterprises carry out defense product marketing investigation during transformation of our country’s existing defense product acquisition system based on the special situation of our country defense product. The most important significance of this study is that it points out the market development object and implement step in the near future for the enterprise in defense and civilian markets of microwave field, and has operation significance for the Microwave Division of the institute of CETC .
根据本企业所从事微波产品用户的不同，本文将微波产品市场分为民用市场和军用市场，并分别针对两个市场进行分析和研究。
在民用产品市场，作者在对行业技术发展趋势、宏观经营环境、市场容量、竞争对手、企业市场竞争地位等进行充分调研和分析的基础上，提出了对目标市场的选择和产品定位，并制定出企业营销目标和营销战略。根据企业目标和营销战略，文章重点阐述了产品开发方案、定价策略、营销渠道的选择以及广告、宣传、促销方案，并针对方案实施中可能出现的问题进行风险分析，提出了相应的控制措施。在对民用市场营销研究的过程中，结合作者所在企业市场份额和营销体系都几乎为零的现状，重点讨论了企业作为一个市场进入者如何在一个新市场中找到突破口，并在企业内迅速建立一套从无到有、到最终完善的市场营销体制的思路和方法。
在军用产品市场，作者根据十多年来从事国防产品市场营销的经验和对行业市场环境的熟悉程度，通过对行业宏观经营环境、竞争对手、企业现状、企业竞争优、劣势及机遇、问题分析，提出了企业在微波领域未来10年的发展目标，并根据营销目标制定了相应了市场营销组合。在军用市场的分析研究中，重点讨论了企业如何结合国家军品采购体制改革而进行与之相适应的思维转化和市场营销策划。
随着微波产品应用领域的日渐扩大以及微波产品市场容量的大幅度攀升，目前，国内外开展民用微波产品市场研究的单位和个人也越来越多，且多有报道。但是，由于我国国防产品市场的特殊性，结合我国国情，特别是探讨在我国现有军品采购体制转制过程中，企业如何开展军品的市场营销研究还未见报道。因此，开展本课题研究最重要的意义就在于希望为企业微波产品在军、民两个市场上分别指明
市场开发的目标和具体实施步骤，这将对中国电子科技集团公司某研究所微波事业部的发展具有较强的现实意义。
2004年4月28日
As the construction of socialist market economics mechanism is approaching integrity, and reform and opening-up are going into depth, the reform on national defense enterprises and defense product acquisition system is also getting hot. This paper takes the author’s enterprise, a traditional defense product research and development enterprise of China Electronics Technology Group Corporation (CETC) as an example, and specifically makes research on its marketing in microwave field, and through market investigation and analysis, proposes the microwave product development scheme in accordance with the developing direction of the institute, for reference by decision-maker when making decision.
Depending on microwave product customer, this paper divides the microwave product market into civilian and defense markets, and makes analyses and researches for these two markets respectively.
As for civilian market, the author proposed the selection of objective market and the product positioning, and drew up the marketing objective and the marketing strategy, based on adequately investigation and analysis about developing trend of industrial technology, macro operation environment, market capacity, competitors, and market competitive position of the enterprise. According to the enterprise objective and the marketing strategy, the paper focused on the selection of product development plan, pricing strategy, marketing channel, as well as advertising, publicizing and promotion plans, and moreover the paper gives the risk analysis of possible problems, which may occur in the implementation of plans, and put forward the corresponding control measures. In the course of civilian marketing research, the paper, on the basis of current situation that the civilian market share and marketing system of the author’s enterprise are almost none, puts its emphasis on how the enterprise, as a newcomer to a new market, finds a breakthrough point, and quickly establishes a set of theories and actions for marketing
mechanism, from nothing to something, and finally the perfect one.
As for defense product market, the author puts forward the enterprise’s development objective in future 10 years in microwave field based on author’s experiences in defense product market more than 10 years and analyses about macro operation environment, competitor, the enterprise’s status and the enterprise’s advantages and disadvantages in competition, and then the drew up the corresponding marketing strategy combination according to the marketing objective. In defense market analyses, it is emphatically discussed how the enterprise should transform its thoughts and marketing strategy in accordance with the transformation of the nation’s defense product acquisition system.
Along with the increasing application areas and market capacity of microwave products, more and more industries and individuals both here and abroad are engaging in research of civilian microwave product market, and many of them have been reported. However, it is not reported that how enterprises carry out defense product marketing investigation during transformation of our country’s existing defense product acquisition system based on the special situation of our country defense product. The most important significance of this study is that it points out the market development object and implement step in the near future for the enterprise in defense and civilian markets of microwave field, and has operation significance for the Microwave Division of the institute of CETC .
引文
[1]格伦.厄本、约翰.豪泽等，新产品的设计与营销，华夏出版社
[2]冯评芳，营销，中国商业出版社
[3]于建原，营销管理，西南财经大学出版社
[4] C.R.Seashare, Millimeter-Wave Sensors for Missile,Microwave Journal,1September,1983,Vol.26,No.9,pp133～143
[5]龙马，反辐射导引头的几项关键技术，电子产品世界，2003年2月pp88～95
[6]Missile Guidance for Low-Altitude Air Defence,Electrogress, Raytheon Co. Vol 22, No3, 1980, pp18～20
[7]D.G.Gleed,et al., Operational Issues for Passive Millimetre Wave Imaging Systems,Proce. Of SPIE, Vol.3064 21～22 April 1997,pp 23～33
[2]冯评芳，营销，中国商业出版社
[3]于建原，营销管理，西南财经大学出版社
[4] C.R.Seashare, Millimeter-Wave Sensors for Missile,Microwave Journal,1September,1983,Vol.26,No.9,pp133～143
[5]龙马，反辐射导引头的几项关键技术，电子产品世界，2003年2月pp88～95
[6]Missile Guidance for Low-Altitude Air Defence,Electrogress, Raytheon Co. Vol 22, No3, 1980, pp18～20
[7]D.G.Gleed,et al., Operational Issues for Passive Millimetre Wave Imaging Systems,Proce. Of SPIE, Vol.3064 21～22 April 1997,pp 23～33