A Research On The Marketing Strategy Of ZJ Project Supervision Company

ZJ Project Supervision Company is a state-owned enterprise located in Shaanxi Province.This company is affiliated to a telecom operator,and its main business are project supervising and consulting.The company used to rely on affiliated transactions and strategic cooperation with the other two telecom operators,with long-term stable revenue.However,in recent years,due to the changes of external environment,the revenue growth of ZJ has been confronted with challenges,and the disadvantages such as single income source and small customer group have been emerging.How to rely on the company's existing resources and experience,quickly find out in line with the company's current needs,and effective marketing strategy,has become the top priority of ZJ.Based on the basic marketing theory,this thesis makes a comprehensive analysis of the marketing strategy of ZJ through comparative analysis,case analysis,PEST and SWOT analysis.Firstly,according to the PEST and SWOT analysis methods,the internal and external environment of ZJ are analyzed,then the existing problems are exposed,these factors help ZJ find its marketing direction.Next,the market positioning and product division of ZJ are further clarified.Based on the marketing theory of 4P&3R,the product design,marketing channels and marketing methods of ZJ are further studied.The execution of the marketing strategy and the results are analyzed,and the effectiveness of marketing strategy is confirmed through data comparison,and it leads to the conclusion of the study.This thesis analyzes the whole process of ZJ from finding problems to establishing marketing strategies,implementing strategies and harvesting results,and emphasized the importance of marketing in the company.This thesis is not only a successful application of marketing theory in the field of project supervision,but also a vivid case of market-oriented reform of state-owned enterprises.