The Discuss Of Marketing Problems In Engineering Consultation Industry

According to the experience in engineering consultation industry and study of marketing theory, the author analyzed firstly the characteristics of international and domestic engineering consultation industry and the idiographic problems the domestic engineering consultation industry facing; and then brought forward three ways the engineering consulting enterprises should take: applying service marketing theory in operation; paying attention to the implementation of external marketing, mutual marketing and internal marketing; taking appropriate trade marketing concept or relationship marketing concept to direct its marketing activities, according to its own characteristics. Under the thought mentioned above, the author discussed how to apply service marketing, trade marketing and relationship marketing theory in marketing procedure in engineering consultation industry.This paper adopted such knowledge as marketing, strategy management, HRM, and took qualitative analysis, comparative study and demonstration methods, and then provided referable thought and methods for engineering consulting enterprises in application of marketing theory, and had much creative and practice value.