Research On The Marking In Architectural Design Enterprises

At present, international financial crisis has shown a deeply continuous influenceon the world economy, which is revived with uncertainty and instability. However,China is developing in the period of important strategic opportunities, in which therehave been many advantages and positive factors, and meeting quite a few risks andchallenges as well. Therefore, under the current situation, architectural designenterprises desiderate to rapidly confirm accurate target market by marketingmanagement, positively entering into current fierce competition of architecturaldesign market. Based on the context, this paper has a research on Tianjin UniversityResearch Institute of Architectural Design, and discusses the market management ofarchitectural design enterprises in terms of marketing.This paper first analysis develop environment both at home and abroad, andreviews on the history of marketing development, indicating the important role themarketing activities playing in market management. In order to provide thedecision-making to architectural design enterprises, the research segments the marketof architectural design according to three scientific methods composed of geographicarea, project type and owners, and after choosing target market by five principlesanalysis again the factors of market positioning. According to the SWOT analysis, thispaper integrates theory with practice, analyzing the internal and external environment,superiority and inferiority, proposing coping marketing tactics, and positioning marketthrough positioning strategy. The innovations of the paper are listed as follow:exploratory development and research on market entry strategy, bidding strategy,propaganda strategy and business extension strategy of architectural design marketingdevelopment, discuss with successful case of Tianjin University Research Institute ofArchitectural Design, in order to indicate the practical operability and feasibility ofthese marketing development strategies.Lastly, the paper summarizes and analyses to provide innovation method ofarchitectural design enterprises marketing. Looking into the future, architecturaldesign enterprises need to create a type of characteristic enterprise marketing systembased on specific cases, where market management will play an important role, inorder to develop continuously and permanently.