Research On Marketing Strategy Of Ah Urban Construction Design And Research Institute Co.,ltd

The domestic social and economic structure is in the process of rapid change.As one of the key industries that affect people's livelihood,construction industry affects the life of residents and the lifeblood of national economy.As the front-end part of the construction industry,the quality of survey and design industry affects the quality of construction products and the sustainable development of the environment.Under the favorable development condition of macro policy environment,the domestic survey and design industry has improved a lot compared with the previous backward development situation.However,it can be seen that there is a certain distance between the domestic survey and design industry and the international advanced level in terms of business scale,market space,scientific research technology,etc.there is still a large development space for more domestic survey and design units,so we should continue to increase efforts to improve professional technology and brand Influence and marketing,to achieve the healthy development of enterprises.In this paper,AH urban construction design and Research Institute Co.,Ltd.is the research object.Based on the analysis of the current marketing situation and problems of the Research Institute,combined with the data results,the marketing strategy and safeguard measures are formulated for it.The first chapter describes the background and significance of the marketing strategy research of AH urban construction design and Research Institute Co.,Ltd.,and determines the basic content of this research;the second chapter studies with the help of marketing theory and a variety of analysis tools,on the basis of understanding the marketing status of domestic and foreign survey and design enterprises,summarizes the development status and problems of domestic survey and design enterprises The third chapter introduces the organization and operation of AH urban construction design and Research Institute Co.,Ltd.;the fourth chapter mainly uses PEST analysis method and SWOT micro analysis method to analyze the macro environment and micro environment of AH urban construction design and Research Institute Co.,Ltd.,and analyzes the existing problems in the enterprise marketing work;the fifth chapter uses STP analysis method to determine AH urban construction design and research The target market and market positioning of the Institute Co.,Ltd.are subdivided according to the geographical location,project category and customer composition of the project undertaken by the enterprise,and the market positioning research is made.In Chapter 6,the marketing strategies are formulated from the aspects of products,prices,channels and promotion methods,and then the measures to optimize the marketing organization structure and strengthen the construction of management system are proposed.Carrying out the marketing strategy research of AH urban construction design & Research Institute Co.,Ltd.will help enterprises to find out the problems and deficiencies in the existing marketing work,clarify the marketing objectives of AH urban construction design & Research Institute,help enterprises to formulate practical marketing strategies from multiple dimensions,apply the advanced marketing concept to the marketing work,strengthen the implementation of enterprise marketing work,and complete the marketing work The aim is to promote the management and development level of enterprises,enrich the theoretical research results of China's architectural design enterprises,and provide certain reference value for other survey and design enterprises in the industry.