航空工业的兴衰对国家的国际地位和国际影响力有着较大影响，随着国家经济水平日益提高，国家对航空工业有了越来越高的要求。在参与国外波音、空客等飞机零部件供应后，国家自主研发的大飞机也采取了全球配套的策略，航空工业的竞争日益加快了从原先封闭计划经济走向参与全球市场的步伐全球化竞争，航空工业竞争进一步加剧制造业竞争日益激烈残酷。同时，越来越多的航空制造业开始重视制定科学有效的营销战略企业也越来越重视营销策略的制定，一个企业的发展前景越来越取决于营销策略是否行之有效营销策略的成功与否在一定程度上决定企业的发展前景，因此要想在激励的竞争中立于不败之地各企业想要在如此激烈的竞争环境中取得胜利，立于不败，那么就必须认真研究考虑本企业的营销战略企业就必须思考怎么样制定自己的营销策略。西安航空制动科技有限公司作为国内技术最先进、规模最大的机轮刹车研发制造企业，已具有近六十年的历史，通过参与国内竞争、转包生产、参与国际联合竞标取得了一定的成绩，但是长期处于计划经济体制的影响，公司的营销工作进展缓慢，如何解决实现营销工作的突破，是西安航空制动科技有限公司目前要解决的问题当前急迫需要解决的问题。本论文共分六个部分第一章是导论，介绍研究的背景、选题的意义和研究框架。第二章是公司面临的行业情况市场及行业发展情况，从宏观环境和行业与竞争环境等方面进行了深入分析，论文采用使用 PEST 分析模型，主要从政治法律环境法律政治环境，经济环境、社会文化人文环境、技术环境等宏观面来深入剖析企业面临的营销环境宏观方面来分析企业所处的营销环境，从而得出了航空制造业前景较好得出行业前景看好，市场竞争逐渐增强的结论市场竞争也日益增强的结论。接着对机轮刹车行业的产业特征和发展现状进行了介绍。第三章是公司的历史沿革、运营状况、公司战略以及产品的介绍。第四章是中国航空市场和行业的竞争分析。第五章是公司市场营销策略建议。第六章是结论。第四章和第五章是本文的重点。西安航空制动的科技有限公司是一五期间156个重点项目之一，作为航空制造业的骨干企业作为我国重要的机载设备供应商，研究其该公司营销策略，并提出解决方略，对整个机载设备行业航控制在设备制造厂家及相关企业的经营战略研究都具有借鉴意义，希望通过本文的分析研究研究，为西安航空制动科技有限公司及其他机载设备厂家的营销战略研究及制定提供参考。

Aviation industry's prosperity and decline has a great influence of the country 's international status and influence. With the rapid rising of the national economic level, the aviation industry have been demand more and higher .After on the participation of foreign aircraft components and parts’ supply, such as Boeing, Airbus and so on, National independent research and development of large aircraft also adopted a global matching strategy, the aviation industry’ competition have been increasing, from the original closed planned economy to participate in global competition, the aviation manufacturing industry competition is becoming increasingly fierce and brutal. At the same time, more and more enterprises begin to pay attention to the aviation manufacturing industry to make and develop a scientific and effective marketing strategies, The development of an enterprise depends on whether the effective marketing strategies in future, Every enterprise wants to be the winner or the first in the fierce competition environment, even the remain invincible. It must be taken seriously and study the marketing strategy of enterprise. Xi'an Aviation Brake Technology Co., Ltd, as the most advanced domestic technology, the largest R & D wheel and brake’s manufacture, It has nearly sixty years of the history, Through participation in the domestic competition, subcontract, participate in international joint bid has made certain achievements. but in the long-term planned economy system, the company's marketing work progressed at a slow pace, how to solve and implement marketing ‘s breakthrough, is the Xi'an Aviation Brake Technology Co.,Ltd. current urgent needs to solve the problem. The paper consists of six parts, the first chapter is the introduction, introducing the research background, significance and research framework. The second chapter is facing the market and industry development, currently, from the macroscopical environment and other aspects of the in-depth analysis to analysis, the paper used the PEST model,and mainly from the legal and political environment, economic environment, social environment, technical environment, in-depth analysis of enterprise the marketing environment to make a conclusion that the aviation manufacturing industry ‘s foreground is well, the market competition is enhanced increasingly. And then, to introduce the wheel and brake industry’s industrial characteristics and development status.The third chapter is the company's history, operation condition, company strategy and product introduction. The fourth chapter is the Chinese aviation market and industry competition analysis. The fifth chapter is the company's marketing strategy and suggestion. The sixth chapter is the conclusion. The fourth chapter and the fifth chapter is this article’s key points. Xi'an Aviation Brake Technology Co.,Ltd is the First Five-year Plan, and one of 156 key projects of China, as a backbone enterprises of aviation manufacturing industry, research the company marketing strategy, and propose the solutions, It will have reference significance of the aviation control equipment manufacturers and related business strategy research I hope that through this analysis, Xi'an Aviation Brake Technology Co.,Ltd and other airborne equipment manufacturers’ marketing strategic research and development to provide reference.The aviation industry has a greater impact on the country's international standing and influence with the national economy, increasing the level, the national aviation industry has been the ever-increasing demands. National self-developed large aircraft involved in the supply of Boeing, Airbus and other aircraft parts, take a global matching strategy, competition in the aviation industry is accelerating the pace from the original closed planned economy to participate in the global market, competition in the aviation industry further exacerbated. Enterprises are also more and more attention to the formulation of marketing strategy, marketing strategy, the success or failure of a certain extent, determine the prospects for the development of enterprises, so in order to remain invincible in the incentive competition, companies must think about how to develop their own marketing strategy. Xi'an Aviation Brake Technology Co., Ltd. as the most advanced domestic technology, the largest wheel brakes R & D and manufacturing enterprise, has been nearly six years of history, has made some achievements through participation in the domestic competition, subcontract production, participation in international joint bid , but in the long-term impact of the planned economy system, the slow progress of the company's marketing efforts, how to solve the marketing breakthrough, Xi'an Aviation Brake Technology Co., Ltd. is to solve the problem.This thesis is divided into six parts the first chapter is an introduction, introduced the background to the study, the topics of meaning and research framework. The second chapter is the company facing the industry, from the macro environment and industry and competitive environment analysis, the paper uses the PEST model, mainly from the macro aspects of the political and legal environment, economic environment, social and cultural environment, technical environment analysis the marketing environment, come to the industry prospects, market competition is gradually enhanced the conclusions. Then introduced the industry characteristics and development status of the wheel brake industry. The third chapter is the historical evolution of the company's operating performance, corporate strategy and product introduction. The fourth chapter is the analysis of the Chinese aviation market and industry competition. The fifth chapter is the company's marketing strategy is recommended. The sixth chapter is the conclusion. Chapters IV and V is the focus of this article.Xi'an Aviation Brake Technology Co., Ltd. as an important airborne equipment suppliers, the marketing strategy for the entire board equipment industry and related business strategy research has reference to this study, Xi'an Aviation Brake Technology Co., Ltd. and other airborne equipment manufacturers, marketing strategy and the development of reference.