Research On The Marketing Strategy Of AE Company In China

In recent years,along with our country social economy sustained,rapid development and the speeding up of urbanization,the engineering consulting industry has been developed quickly in China.At the same time,we need to focus on is that China has joined the WTO for 15 years,as the government commitment to?General Agreement on Trade in Services?related to gradually take effect,engineering consulting industry in our country has entered an era of global competition.Therefore,how to seize new opportunity and face new challenge is a quite urgently needs to face problem for the manager and practitioner of the industry leader and similar AE company large-scale engineering consulting enterprise.In this paper,the study object is AE company.It is the world's well-known large-scale engineering consulting enterprise.The author will through research and analysis,developing marketing strategy for it,at the same time hope for the marketing activities of other large engineering consulting enterprises in China to provide reference and enlightenment.First of all,this paper introduces the research background and research methods.Secondly,this thesis introduces the theory of marketing strategy and the theoretical basis of service marketing and analysis model tools.Then,this paper analyzes the engineering consulting industry environment in our country and AE company's enterprise environment and their own ability.The author analyzes AE company's target market and positioning by using the STP model,and then using the theory of service marketing mix,formulated the marketing mix strategy and implementation safeguard measures for AE company.The article introduced the conclusion:as a professional service product,engineering consultancy services has its characteristic;In the future,our country engineering consulting market demand is enormous,but competition is fierce;Enterprise should according to oneself circumstance,using "4Ps" and "7Ps" service marketing theory,the PEST environment analysis model,the SWOT analysis model,the STP model,formulate appropriate marketing mix strategies,can significantly improve their competitiveness in the market;Large-scale engineering consulting enterprises in China can draw lessons from some meaningful ideas and methods from AE company in the process of establishing his marketing strategy.