中国战斗机国际市场营销策略研究

上海交通大学硕士学位论文中国战斗机国际市场营销策略研究姓名：栾瑞申请学位级别：硕士专业：国际贸易学指导教师：仰书纲200601161234THESTUDYONMARKETINGSTRATEGIESOFCHINESEBATTLEPLANSININTERNATIONALMARKETABSTRACTAlthoughChinesebattleplansalreadyoccupiedsomesharesinfierceinternationalmarket,yettheresearchonthemarketingoftheexportofbattleplansisnotenough.ThispaperbasicallydealswiththeexportmarketingstrategiesofChinesebattleplansbyapplyingmarketingtheories.Itmainlyincludes:Firstly,itanalyzesthedealingmarketofinternationalbattleplansfromastatisticangleandmakessurethecompetitionsituationbetweeninternationalmarketsanddevelopingcountries’,mainsuppliers,thosemarketsharesandproducts.Secondly,itpredictsthetotaldemandsofinternationalbattleplansmarketofdifferentperiodinfuture,theamountofexportingbattleplansfromdevelopedcountriesandthequantityofimportingonestodevelopingcountries.Thirdly,itdeterminesthetargetmarketandcompetitionstrategiesofChinesebattleplansthroughanalyzingthepolitical,martial,economicalandtechnicalenvironmentofinternationalmarketofChinesebattleplans.Lastbutnotleast,itnotonlysetsdownmarketingstrategiesofChinesebattleplansincludingproduct,channel,pricingandpromotionones,butalsoestablishescorrespondingmarketingcombinedprojectsaccordingtodifferentfractionizingmarkets.KEYWORDS:marketing,analysisofmarket,demandforecast,battleplans05121105121105121111.121.21.2.1PeterFDrucker:;;1912Marketing31.2.2:(ProductionConcept)(ProductConcept)(SellingConcept)(MarketingConcept)(SocietalMarketingConcept)1234451-11-151-21-2()()1.2.3206217,,,21,,9014081.2.4F-16F-1619791ABCNRXLADFAFTI/F-16F-16/J79NF-16D111996350017F-16F-16F-16F-15F-16F-16F-162070F-16F-16F-16F-15F-15F-16F-16F-1691.310102.118816620902004[1][2]1817223,00080%2-142.3%37.4%,3273015.0%116779833594261181722-22-32-1116799,37.4%2730,15.0%7692,42.3%951,5.2%2-1()46183311258921811185112205001000150020002500300035004000450050002-217.42%6.20%6.50%12%14.20%18.20%25.40%·-122-32-1212325272931F-16F-4F-15F/A-18A-4SU-202224252730-F-5F135200025.4%23456·18.2%14.2%(12%)-6.5%6.2%181723851446.9%F-14F-15F-16F-18SU-27SU-30MIG-29MIG-31Mirage2000,JAS39965853.1%190002F-4F-5MIG-21MIG-23F-104MirageF1Mirage3Mirage522.21994-2004SIPRI2004[3]SIPRI[4]1994-200431302-4174055.6%75424.1%3455.69%3.64%2.49%131740,55.6%754,24.1%178,5.69%114,3.64%78,2.49%266,8.5%2-41994-20042-52-631305590%2-627.1%2-424.1%2-2()125055942828919902004006008001000120014002-51439.90%17.90%13.70%9.20%6.40%0%5%10%15%20%25%30%35%40%45%2-62-2F-16SU-27SU-30F-15F/A-18MIG-21MIG-23MIG29Mirage3Mirage5Mirage20002-72-87()12353142562392051401300200400600800100012001400F-16SU-30F-15SU-27MIG-29Mirage2000F/A-182-71539.30%10%8.20%7.60%6.50%4.40%4.20%0%5%10%15%20%25%30%35%40%45%F-16SU-30F-15SU-27MIG-29Mirage2000F/A-182-8F-16123539.5%SU-3031410%2F-152568.2%345SU-27MIG-292392057.6%6.5%Mirage2000F/A-1878780%1994-20043130325428.1%,-7-5Mirage3Mirage522.335312-9,92-102-112-316258,7.3%265.7.5%479,13.6%771,21.8%1758,49.8%2-9()135740131826524223021114310602004006008001000120014002-103%4%6%6.5%6.9%7.5%9%11.4%38.4%0%5%10%15%20%25%30%35%40%2-11172-3MIG-21232529SU-20222425F-16MirageF1Mirage3Mirage5F-5-6F-4A-4-7-517.2%6083F-16MIG-2929231282.8%2923122014600.8,18001994-200411322-12123,10.9%619,54.7%192,17%114,10.1%84,7.4%2-121994-200461954.7%19217%31842-13113252-132462-1268,6%84,7.4%94,8.3%178,15.7%564,49.6%01002003004005006002-132-135()42,3.7%44,3.9%84,7.4%132,11.7%564,49.8%0100200300400500600F-16MIG-29F-7Mirage2000SU-272-13193.111999-2008Teal1999-2008101964900200020022002-2011Teal2002-20112002-201110295114003003.2005-2009ForecastInternational2005200951459785300·130821.12“”25817.7316011“”-2000“”JAS-39“”4204·F-16F/A-22F-35(JSF)F-3526004.2005-20142005-2014104020158010·5.2005-201510300013002005-201440202005201525%29%31%15%1020.4%14.3%19.1%11.4%3.4%3.4%2.5%20042010800-27-30-35-37-2936.2005-2025(ISS)200520258000204200140023000212.152703.28000202.1181722090902090001040002005-20141040203-13-146003-1300SIPRI105300201020105003-23-11994-20043280300-SIPRI*1999-20081964196900Teal2002-201129512951400Teal2005-200914592917852005-2014402040215802005-2015300027213002005-20258000381-*SIPRI3-232005-2009300-2010-2014500-2015-2024500-2005-2009-15006902005-2014-400018402005-2024-90004140222005-2009515006902005-201410400018402005-202420900041403-22.22.31994-20043130113236.2%35312005-202417652005-20241765/0.362=4875412533-13-223()8002200487501000200030004000500060002005-20092005-20142005-20243-13()380810176502004006008001000120014001600180020002005-20092005-20142005-20243-23244.11886[2]12345666425[5]1ABC2ABC3GDP4312612344.24.2.1•[6]27“”“”28[7](1)(2)(3)4.2.222017902.3295.1,,,,,,,;,,,,,[8],,,,,,,,,,,,,,,,,,,30:1,,,,,,,,,,,,,,,,,,,,:2,,:,,,,,,,,,,,,,,,,,,,,,,,,NationalPanasonicTechnic31,,1:,,,:,,;,,,,;,,,,2,,,,;,;,,,,,,32,,:,,,,,,;,,,,,,,,,,,,,,,,,,1,,,,,,;,33,,,,2,,,3,,,5%,,,,,5.1.134125.1.235123205.1.336F-1645%1+2+33745.1.4[9]AIDAAattention,I(interest),D(desire),A(action)1[10]3823394ab40c5.25.2.141++425.2.2++5.2.343++5.2.4200444+451341994-20043422005-2009515002005-20141040002005-202420900032005-200958002005-20141022002005-202420487532005-200953802