The Research On The Marketing Strategy Of A Large-scale Architecture Design Enterprise

With the constant fast and healthy development of our national economy and the speedup of urbanization process, the architecture design industry has been developed quickly in recent years in our country. Meanwhile, with the effectiveness of relevant promises that the government to GATS (《General Agreement on Trade in Services》), our architecture design industry has been gone into an age of economy globalization after China entered WTO. Therefore, how to meet new opportunity and challenge is a quite urgent problem for the supervisor who undertakes important task in large-scale architecture design enterprise and practitioner.A company, the object of this paper studying, is a famous large-scale architecture design enterprise. Summarizing and analyzing the successful marketing strategy that used by it could work for reference that has certain practice supervising significance for other architecture design enterprises. This paper firstly summarizes the product characteristic, sales particularity, client purchasing behavior and target market of our large-scale architecture design enterprise by using the theory of marketing and service marketing; secondly, macroscopically introduces the development and the current situation of architecture design industry and national and international architecture design enterprise, and the interior environment of A company; finally, summarizes and analyses the successful marketing strategy that used by A company using the related theory frame of the service marketing mix, relationship marketing and internal marketing, find out that: as a kind of professional service product, architecture design has it's individual product characteristic, sales particularity, client purchasing behavior; the demand of our country's architecture design market will be huge and competition will be scorching in the future; our country's large-scale architecture design enterprise could use some thoughts and methods that has certain practice supervising significance from the marketing strategy and practice of A company, combine the individual circs, design and use the strategy of marketing mix"7Ps", relationship marketing and internal marketing, to increase it's market competition.