Research On The Marketing Strategy Of Chongqing Communication Design Institute

Nowadays, the human society has entered into the information age, and the information technology is sweeping over the whole world. The 18 th CPC National Congress proposes that we should keep to the Chinese-style path of carrying out industrialization in a new way and advancing IT application, urbanization and agricultural modernization. We should promote integration of IT application and industrialization,interaction between industrialization and urbanization, and coordination between urbanization and agricultural modernization, thus promoting harmonized development of industrialization, IT application, urbanization and agricultural modernization. In the synchronous development of the "new four modernizations", the IT application is the new content, and it indicates that the IT application has been promoted to the height of the national development strategy. At present, the IT application has covered all sectors of the national economy, and is effectively promoting the construction of other three modernizations. Under this circumstance, it’s urgent for Chongqing Communication Design Institute to optimize the marketing strategies and methods by combining their own management idea. Only in this way can it maintain the healthy and continuous development.According to the systematic research methodology of marketing strategy, this paper firstly elaborates the research significance, present situation and the methodology, and reviews the related marketing management theory. Secondly, it employs PEST and Michael porter five forces model to analyze the external macro environment of the company and the competition environment of industries, and summarizes the existing marketing problems of Chongqing Communication Design Institute. Finally, it employs the SWOT analysis method to determine the key competition strategy, and combines the marketing segmentation theory and 4Ps marketing mix strategy to establish several marketing-mix strategies including product strategy, price strategy, channel strategy, and promotion strategy, etc. The establishment of marketing strategy is not the final goal, and it mainly means to focus on the effect of marketing strategy after its implementation. Thus,it expounds the safeguard measures of implementing the marketing strategy in terms of idea innovation, organization structure, marketing management, team construction and assessment incentive.The research achievements of this paper effectively promote the healthy and rapiddevelopment of Chongqing Communication Design Institute, and optimize the marketing strategy. It also provides guidance for carry out relevant marketing work.