Kdke "four" Marketing Model Study

The research object of the thesis is the first stock system level Adesign company ---Beijing Kaidike Construction Design Co., Ltd(abbreviated as KDKE), which used to be listed as the top design unit ofBeijing in China Construction Almanac and the only unit recorded on theReport of National Conditions 2000. KDKE pays attention to the marketchanges in its years of design practices, and has got the habit of teamoperation. The "Four Ones" marketing mode is the conclusion andsummary of its real operation, and rationally upgraded from the naturallyformed work methods. The thesis gives a rational extraction and summaryabout the years of operation experiences of KDKE and the summarizedeffective and replicable "Four Ones" marketing mode.The "Four Ones" marketing mode studied in the thesis means that oneperson leads one team to provide one-stop service for one customer. Themode is established on the basis of the former one-to-one operation modeof KDKE, and it follows, develops and perfects the client-orientedmarketing aim of KDKE.As a kind of one-to-one organization operation mode, the "Four Ones"of KDKE provides one-to-one marketing service, which emphasizes theindividualized and tailored services and is realized through preparing moredetailed service flow with more selection. Changing the former habit oftaking planning, preliminary design and construction drawing design as theentry-point of market, KDKE has had the awareness of marketingpenetrated into each cell of the enterprises and make it become a habit anda ceaseless thinking subject to KDKE. KDKE is a team of designers whoprovide individualized service for customers. Utilizing the "Four Ones"marketing mode, KDKE establishes and consolidates mutual trust andunderstanding with each customer, providing tailored services so as to meetdifferent customers' individualized requirements;makes efforts to reducethe customers' cost and risk in order to improve their satisfaction degree;enhances the customers' transfer cost so as to improve their loyalty to theenterprise products;interacts and communicates with the customers so as toreduce the cost and enhance the effects of the communications withcustomers. All these are aimed to pay attention to every customer andenable them to feel the idea of "fiancé management design" of KDKE evenjust through an incidental cooperation, provide them with housekeeper typeservice and the counselor type service and enable them find reason tomaintain cooperation for a long period, so as to establish a lasting andlong-term relations with the customers and to realize the win-win situationand to have KDKE gain larger market share and more profits.Due to the limitation of the thesis length, I don't describe much aboutthe idea of the enterprise, but it is still seeable that the "Four Ones"operation mode is established on the basis of respecting for personality andhumanity and in accordance with the feature of free profession, moreover,it is rationally upgraded from the naturally formed work method. The "FourOnes" is just a frame of principal, within which KDKE brings about normalmentality through principle of knowledge, happiness of innovation throughprinciple of relativity, and establishes its position through the principle oforder. The emotion here is a kind of capital and the state is a kind of force.KDKE takes the ration into the Zero-base thinking, and establishes theconvenient approach of its own. The "Four Ones" mode reflects thewisdom of the enterprise, in which the enterprise does what she is expectedto do obviously and down-to-earth, but behind the mode, we could feeltheir abundant philosophic angle of view and thinking sources.The forward of the thesis describes the background, purpose andsignificance of the research. The chapter one introduces the emphasis ofmarketing, and gives a fairly clear description about the theoretical basis of"Four ones" marketing mode through introducing the development,revolution of marketing theory and the establishment of one-to-onemarketing theory;the chapter two introduces the principle, object andmethod of research;the chapter three analyzes the "Four Ones" marketingmode, and demonstrates that the formation of the "Four Ones" marketingmode is actually the conclusion and summery of the real practices ofKDKE and is rationally upgraded from the naturally formed work methodsthrough the analysis on the internal and external environments of KDKE;this chapter also analyzes the concrete connotations of "Each One", andillustrates the strong practicability of the mode through giving a successfulcase of counselor service. The chapter four narrates the significance of"Four Ones" mode on Chinese design market and the influence on KDKE,and puts forward with some suggestions.The thesis gives a real example and describes the research process,aimed to explain that faced with abundant of doctrines and books aboutmanagement, it is important for a enterprise to keep the main line ofhumanity and people-oriented demand, to absorb the essence, toscientifically work out the operation frame and mode suitable to theenterprise, the industry and the local area, and to do what she should doaccording to the rules of market wisely and down to earth.From the conclusion of the case analysis, we can find that the "Four Ones"marketing mode is the rational extraction of the real experiences of KDKE,determined by the market demands and the vocational characteristics;, itregards the marketing as the main line of the whole operation and conductsthe directivity operation, being an attempt to integrate the idea ofhumanization with commercialization. It is replicable and able to beadjusted in time, which provides a free space for creation for theknowledge-based employees, providing a larger platform for KDKE andbeing the necessary conditions for carrying out strategic extension.In addition, KDKE has been appraised to be the coordinate unit of thedesign industry and the operation unit of the industry standard as well. Thefinance management design of KDKE has been widely received in thecircle, and the media's concern on the industry has been focused on KDKE.