Research On The Marketing Strategy Of Shenzhen Ae Architectural Engineering Design Co,Ltd.

With the development of infrastructure and science and technology,the demand of intelligent building scheme in China is increasing gradually.At present,major design companies at home and abroad are competing for the market by joining in the building intelligent scheme.How to quickly open the market,obtain market share and win the trust of customers has become a serious problem.If Shenzhen AE Architectural Engineering Design Co,Ltd.wants to take advantage in the fierce competition of engineering design market,it must carry out effective marketing strategy.Firstly,it analyzes the external macro environment of Shenzhen AE Architectural Engineering Design Co,Ltd.from four aspects of the political environment,the economic environment,the social environment and the technological environment.Then through the Porter's five forces model and the CPM method,the paper analyzes the overall competitive situation of the enterprise,and finds out the external factors that affect the formulation of building intelligent scheme.Secondly,it analyzes through enterprise resources,enterprise capabilities,organizational structure and corporate culture,the internal resources of the company are analyzed in depth to find out the internal factors that affect the formulation of building intelligent scheme.Thirdly,combined with the SWOT analysis of external factors and internal factors,14 kinds of strategic measures are sorted out from four dimensions.By combing and summarizing these measures,two alternative strategies are obtained,and the QSPM matrix analysis shows that the marketing strategy with the middle and high-end intelligent building market as the target customer will be the first choice strategy for the intelligent building scheme of Shenzhen AE Architectural Engineering Design Co,Ltd.Finally,combined with the company's situation,this paper analyzes the medium and high-end market selected by QSPM,the medium and high-end market selected by the company's building intelligent scheme with STP theory,and carries out the market positioning of building intelligent scheme for the bank through market segmentation and market selection.On this basis,using 4Ps marketing mix,from the product,price,channel,promotion four aspects to develop a marketing strategy suitable for the company's building intelligent program.