A Study On Marketing Strategy Of Gansu Institute Of Civil Engineering

Due to the broadening of the engineering consulting admittance, the number of the engineering company is enlarged by a large number of staff swarming into this area. The service products are serious with the same among the companies. The competitive differences are weakened. In the mean time, the standard charge is difficult to carry out. Therefore the situation of low price has been formed. Gansu Institute of Civil Engineering has been a synthetical engineering consulting organization for 40 years. Nowadays, in the competitive engineering consulting market, it is of great importance to take advantage of its superiority, avoid the threat of competition and catch the market opportunity according to the changes of the market demand and competitive situation. This paper consists of five parts. The first part introduces briefly the foundation, development and its own endowments. The second part introduces the history and status quo of the engineering consulting enterprise in China, illustrates the difference between China and foreign countries, and points out the development tendency in the mean time. The third part expounds the elements of the engineering consulting product and the features of consulting product and summarizes the characteristics of the engineering consulting marketing. The fourth part makes the analysis through SWOT based on the market demand and competitive status quo, and points out the problems of the institute. The fifth part discusses that Gansu Institute of Civil Engineering should employ the market concept in engineering consulting, establish the mechanism centred on the clients, and determine the market aim, regulate the products, lay down the proper price, and try to make an invent and set up the authoritative image in Gansu.