A Survey And Research And Design Institute Marketing Strategy Research

The geotechnical investigation and surveying market in China was formed in the middle of 1990s. It has been reaching its maturity after 20 years development. According to current macro-economic situation and government policy, however, the market will keep growing rapidly in the foreseeable future. On the other hand, the major domestic investigation and surveying institutes have formed their own unique competitive advantage with specific industrial resources and human resources. Each held a specific market segments after a series of industry reforms. With the entry of WTO, the domestic management system of investigation and surveying has to be connected to international practice. The foreigners will be allowed to start solely-owned investigation and surveying companies from the end of 2006 which means the competition will become even fiercer.From the perspective of A Geographical Investigation and Surveying Institute for which the author is working, the article firstly reviewed the development history and operation performance of the Institute. Then after analysis of major competitors and market segmentation on the Beijing investigation and surveying market, the article defined the market positioning strategy and competitive strategy for A Institute. It is concluded that A Institute should focus on the improvement of service marketing strategy in order to gain an advantage in competition and at the same time keep and strengthen its technology advantage. It should build its unique competitive advantage by providing high quality and individualized service.Using Service Quality Gap Model as basis and considering the characteristics of investigation and surveying service, 4 key points are raised regarding how to reduce the service quality gap and enhance service quality: 1. building a long-term relationship with customers is the guarantee for stable market and increasing income; 2. tangibility of investigation and surveying service is an important way to guide customer expectation and improving service quality; 3. Systematic employee training plan can assure the service quality; 4. Integration of service marketing communication is a critical mean to strengthen marketing effect and unify company image. The author also gave corresponding suggestions for improvement regarding each point with his own career experience.