The Research On Marketing Strategy Of JS Institute Of Architectural Design

Since the Reform and Opening, the development of Architecture industry ofChina has stepped into its golden age. With the market’s expansion, the developmentof architectural design has been speeding up.Recent years, a series of negativeeffects,such as the world financial crisis and European debt crisis have influenced theworld economy.Inevitably, the architecture industry of China has suffered aconsiderable impact. Under this complicated situation, architectural design industryhas met a new challenge.JS architecture design institute is a professional architecture design organizationof Jilin Province which relies on the strength of such disciplines as building, structure,equipment, and other related disciplines in universities and colleges. It has gained alot of remarkable achievements. However, because there are some problems on thesystem, talents and technology, it’s very urgent to find solutions to compete both withmany design enterprises from other provinces and private design enterprises withinJilin province which develop rapidly，to strengthen the core competence of theenterprise，to intensify the efforts to marketing and to broaden sales channels.This report is based on marketing theory. It has combined JS architecturedesign institute’s current marketing situation with actual situation, andhas done an analysis and research on JS architecture design institute’scurrent marketing situation. It adopts PECT to analyze political environment,economic environment, social cultural environment and technical environment thatthe enterprise is faced with. These four kinds of environment are backgrounds ofthe enterprises which are in the macro-situation. It also adopts SWOT method toanalyze the organization’s strengths, weaknesses, opportunities and threads for thepurpose to try to find the marketing opportunities and the threat sources so that theenterprise can take full use of its advantages in market competition and make up its disadvantages. By doing this, the enterprise will hold on to a favorable position inmarket competition. This report has also made an analysis on JS architecture designinstitute’s current marketing situation. By analyzing the macroscopically andmicrocosmic environment and the enterprise’s present situation, the writer has madeout the marketing strategy and STP strategy according to the special characteristics ofarchitecture design institute’s product marketing. Making and designing to increasethe product differentiation; Improving the service quality; building brands; pricingscientifically; developing new marketing channels; carrying forward comprehensiveinformation management and improving product promotion to improve JSarchitecture design institute’s market position and marketing strategy. With thesemethods, it’s with practical application significance for JS architecture designinstitute to enlarge market share, achieve the goals of large-scale development.