Engineering Design Enterprise Marketing Strategy Research

In the recent 20 years, China has concentrated on economy development; the infrastructure construction investment enlarges, and thus brings a giant market for the engineering design enterprises. The Chinese Communist Party has proposed the grand goal of constructing a well-off society. In 2020, the urbanization rate of China must achieve 50%. The huge engineering design market brings innumerable domestic and foreign competitors. The competition is becoming harder and harder. Many people of insight have realized the significance of market, but appear to be at a loss when facing it. In china, many design enterprises develop from the old design institutes, whose marketing skill is backward, and eagerly need professional marketing theory to instruct their marketing work. In this context, it appears especially important to conduct marketing tactic research and analysis of engineering design market.The author first briefly introduces the development and marketing conditions of the engineering design enterprise, and then analyses the weakness of the state-owned design enterprises— Unreasonable market mechanism, market disorder, weak marketing consciousness, sole marketing channel and insufficient technical support to customer, etc.Many factors can influence the marketing conditions of the engineering design enterprise. In the paper, the PEST method is used to analyze the marketing environment of engineering design enterprise. The author elaborates the most four important environmental factors that influence the development of the engineering design enterprise, includeing the political, economical, social, and technological factors.And next, the author dwells on the competition structure and the internal superiority and inferiority of the engineering design enterprise.4Ps marketing combination tactic theory, the classical marketing theory, is similarly proper for the marketing management of the engineering design enterprise. The author unifies the characteristics of the engineering design enterprise as well as the marketing theory, summarizes the 4Ps marketing combination tactic (Product; Price; Place and Promotion) of the engineering design enterprise and the innovation strategy (Green Marketing and Technical Marketing), and then explains the implementation...