国际舰船市场需求及营销策略分析

The International Naval Ship Demand and Marketing Strategies

为了探寻国际舰船市场中有效的营销策略,通过对现阶段舰船进口国需求的分析,以4P+4C营销理论为基础探讨舰船市场营销策略,提出在国际舰船市场营销中应以用户需求为导向,灵活运用产品策略和促销策略,扩大定价策略和分销策略的应用范围,以适应竞争日益激烈的舰船市场。

In order to find out effective marketing strategies and based on navel ship importer demand at present stage, the paper employs marketing theory of 4Ps＋4Cs to analyze ship marketing strategy, then proposes that the international naval ship trade should be guided by the demand of market as well as flexible using of product strategy and promotion strategy and ex- panding the role of pricing strategy and distribution strategy, so as to survive in the increasingly competitive ship market.