Reserch On The Marketing Strategy Of Civil Aviation Engineering Design Institute Company

After the2009financial crisis, the global aviation industry began to rebound. In2011, the General Administration of civil aviation of Chinese issued the "Twelfth Five Year Plan China civil aviation", proposed a framework on the development of Chinese civil aviation, is expected by the end of2015, the National Transportation Airport230, covering90%of the total economy, the county administrative unit83%of the population and81%of the. In2012, China government issued "several opinions of the State Council on" promoting the development of the aviation industry, pointed out the development direction of scientific development for the civil aviation industry of Chinese. In the promotion of the Civil Aviation Administration of the local people’s government and the Chinese, the country actively to improve the construction of civil airport system and passenger and freight transportation network. The future of the country for the airport construction investment is still great, and Chinese investment cooperation with overseas mainly concentrated in the construction of railway, highway, airport infrastructure and other fields. At present, the general aviation has become a hot industry, causing all kinds of infrastructure boom. Bring good opportunities for the opportunity for a company’s development of civil engineering design institute. But the hospital was born out of the planned economy under the large state-owned design institutes, lack of marketing consciousness, the lack of systematic marketing theories, no weekend marketing plan, therefore, it has practical value for the research on the marketing strategy in this situation.The author from the overview of civil aviation project is starting, using PEST analysis method to analyze the marketing environment, expounds the influence of the political, economic, marketing, technology, society four of the most important environmental factors, and the civil engineering industry competition structure and internal advantages, disadvantages are analyzed in detail.4Ps marketing mix strategy is a classic marketing theory, it also can be used for marketing management in engineering design enterprise. According to the characteristics of the engineering design enterprise and the marketing theory, summarizes the4Ps marketing combination strategy for engineering design enterprises, detailed introduces the implementation of each strategy, and puts forward the strategy for the implementation of safeguard measures.