QY Design Institute's Marketing Strategy Optimization

China's survey and design industry started early,and has been accompanied by the long-term development of China's national economy since the planned economy era,and plays an irreplaceable role.With the acceleration of China's reform and opening up and the continuous deepening adjustment of supply and demand side structure,the market of survey and design industry is gradually standardized,and the market threshold is gradually lowered.According to the feedback of the results of the survey and design industry in 2017-2018,more than 80% of the surveyed enterprises think that the degree of competition is more intense than in previous years.Therefore,in the complex environment of coexistence of opportunities and threats,based on the scientific development planning of enterprises,and formulating favorable business strategies,is an important issue facing the survey and design industry.This paper takes QY Design Institute as the research object and optimizes marketing strategy as the research direction.It uses many methods such as literature search,investigation,quantitative analysis and qualitative analysis to carry out analysis and research.Firstly,the concept of marketing strategy and the related theoretical basis of this paper are discussed,including market segmentation theory,4P marketing mix theory and so on,and the theoretical support of marketing strategy is established.Secondly,the marketing environment of QY Design Institute is elaborated,and the general situation of the enterprise,the macro environment of the enterprise and the competitive situation of the industry are analyzed.Based on the four aspects faced by QY Design Institute(opportunities,challenges,strengths and weaknesses),the strategic orientation suitable for the development of the enterprise itself is put forward by using SWOT analysis method.Thirdly,starting with introducing the current marketing situation of QY Design Institute,including its market positioning and current marketing strategy,this paper derives the main problems restricting its marketing development and causes analysis.Then through a series of analysis,QY design institute's marketing strategy optimization plan is formulated,and STP marketing strategy is used to re-select and position the market,and 4P combination marketing strategy is used to carry out optimization strategy from four aspects: product,pricing,channel and promotion.Finally,aiming at the implementation of QY design institute's marketing strategy optimization program,the specific safeguard measures should be established,including attaching importance to the construction of enterprise culture,strengthening the construction of business team,enhancing the ability of technological innovation,and implementing performance appraisal and incentive measures.The research results of this paper are based on the theory of marketing.Through the analysis of the current market environment of QY Design Institute,the marketing system of QY Design Institute is further optimized,which plays a positive role in the operation of QY Design Institute.