Research On Marketing Strategy Of Gansu Urban And Rural Planning And Design Institute Co.Ltd

In recent years,the Chinese government has implemented a number of policy guidelines for the engineering consulting industry.By deepening the structural reform of the supply side of engineering consulting services,accelerating the transformation and upgrading of the industry,and actively promoting the transformation of industry information,it has brought great opportunities and challenges to the development of the industry.Gansu Urban and rural planning and Design Institute,as a state-owned engineering consulting enterprise located in the northwest Gansu regional market,in recent years,in the changes of internal system reform and external market environment,how to clarify their own resource advantages and external market opportunities,find out the target market and positioning of the company,and formulate scientific marketing strategies are the main research issues of this paper.This paper takes Gansu Urban and rural planning and Design Institute as the research object.Firstly,based on the analysis of the characteristics of the engineering consulting service products in the engineering consulting industry,through the collected industry and enterprise related statistical data,combined with PEST analysis method and Porter five force model analysis method,it analyzes the external competitive environment of the company's industry and the current situation of the company's internal environment.Secondly,through SWOT analysis to find out the crux of enterprise development and superior resources,to find the right entry point for the formulation of marketing strategy;finally,based on STP theory to locate the target market,propose 7p combined marketing strategy based on the company's business characteristics,which is mainly service marketing and relationship marketing.Among them,marketing strategy research from the perspective of target market and customer demand,take different marketing strategies for different market positioning and cultivate customer loyalty through maintaining customer relationship.The first is to break the traditional idea of technology oriented products and position the functions and features of products from the perspective of customer demand;the second is to combine different target market positioning and customer positioning,to formulate marketing strategies from price,marketing channels,promotion process,tangible display and other aspects,so as to improve the overall competitiveness of enterprises;the third is to combine the concept of relationship marketing,through the The industrial chain concept of manufacturing enterprise product series can stimulate the potential demand of customers and guide customers to become loyal long-term partnership.