D Surveying And Mapping Institute GIS Service Marketing Strategy Research

Geographic information is a national basic and strategic information resource,which involves economic and social development,ecological civilization construction,national security and people's life convenience.GIS technology has been applied in different fields of various industries.With the policy level to further optimize the development environment of geographic information industry and promote the new leap of industrial development,the scale of domestic geographic information market has grown rapidly in recent years,and the market demand has been further released.With the rapid development of geographic information industry,on the one hand,the market prospect of GIS industry is broad.For enterprises,they should grasp the good development opportunities and seize the market opportunities;on the other hand,more and more enterprises pour into the GIS industry,and the market competition becomes more and more fierce.In recent years,influenced by COVID-19,the growth rate of the national economy has declined as a whole,the policy and industry environment has changed rapidly,and customer demand has been changing.Under the influence of many factors,traditional GIS enterprises,like the D surveying and Mapping Institute,which are still at the initial stage of exploring market-oriented operation,lack of mature marketing experience,have encountered development bottlenecks.Based on the marketing theory,this paper analyzes the external marketing environment of D Institute of Surveying and Mapping from the aspects of macro environment,industry environment,market demand and main competitors,and then carries out internal and external SWOT analysis to clarify the advantages,disadvantages,opportunities and threats,sort out the current marketing situation of D Institute of Surveying and mapping,and points out the existing problems: high degree of product homogenization and serious phenomenon of low price bid winning Single marketing channel,strong promotion limitations,low overall quality of service personnel,imperfect service process and poor tangible display effect.Combined with the above analysis,this paper uses STP theory to subdivide and select the target market of GIS products of D surveying and Mapping Institute,and makes clear that the new R & D institutions that provide professional GIS technical services and high cost performance GIS system development will be the market image orientation of sustainable development.Furthermore,from the perspective of 7p service marketing theory,this paper optimizes the design and suggestions of its marketing strategy from seven aspects: product,price,channel,promotion,personnel,service process and tangible display,so as to provide a meaningful guiding plan for D surveying and Mapping Institute to improve its overall marketing ability,and play a certain reference role for enterprises with similar problems.