Study On Service Marketing Strategy Of A Engineering Cost Consulting Company

Engineering cost consulting company is an enterprise entrusted by customers that provides specialized,professional and whole-process consulting services for reasonable determination and control of engineering project cost.In recent years,with the rapid development of China's cost consulting industry,the number of engineering cost consulting companies is increasing,and the competition in the industry is becoming increasingly fierce.Engineering cost consulting company is a high-tech,professional service-oriented enterprise,but at present,the research on engineering cost consulting companies at home and abroad is mainly focused on professional technology,industry supervision,cost information platform construction and other business areas,the research on enterprise service marketing is less.The author found that many engineering cost consulting companies do not pay enough attention to service marketing and invest less energy and resources,leading to backward marketing methods and limiting the further development of enterprises.This paper first discusses the emergence and development process of engineering cost consulting industry and companies,analyzes the theoretical and practical significance of service marketing strategy to the development of cost consulting companies,and introduces the research status of service marketing strategy of cost consulting companies at home and abroad.Then,based on the actual situation,A Engineering Cost Consulting Company as a case,using a variety of analytical methods,the service marketing situation of the company was comprehensively sorted out,summarized,analyzed and diagnosed,the company's existing problems were identified,the solutions were proposed,and a more comprehensive service marketing strategy was developed.The main analysis contents include:(1)Analyze the macro environment of A Company's service marketing with PEST Method;(2)Apply Porter's Five Forces Model to analyze the industry environment of A Company's service marketing;(3)Using SWOT Method to comprehensively analyze the advantages,disadvantages,opportunities and threats of A Company's development at the present stage,and combine relevant elements to form a preliminary development strategy;(4)Develop and issue a questionnaire on the current situation of A Company's service marketing,collect and sort it out after the completion of the questionnaire by the company's customers,and analyze the current situation and existing problems of A Company's service marketing;(5)Select and position the target market(STP Analysis),subdivide the cost consulting market,and find out the market positioning and target market of A Company;(6)Apply The 7P Theory of Service Marketing to design and optimize the service marketing strategy of A Company,and guide the company's practice with mature marketing strategy theory.(7)Put forward relevant safeguard measures to ensure the effective implementation of A Company's service marketing strategy.