Research On Marketing Strategy Of Shaanxi DL Engineering Design Institute

Benefiting from China’s vigorous development of infrastructure construction,the survey and design industry has developed rapidly following the engineering construction industry.With the continuous improvement and tightening of industrial policies,the restriction of incremental market,the stabilization of stock market and product homogenization,survey and design enterprises are facing great challenges.How to carry out scientific and efficient service marketing,It has become an urgent problem to explore the marketing strategy suitable for enterprises,help enterprises tide over difficulties,make up for the current marketing shortcomings,improve the competitiveness of the industry,turn losses into profits and realize benign operation.Shaanxi DL engineering design institute is an enterprise headquartered in Xi’an,close to the engineering construction enterprise of Detong group,and established in the initial stage to improve the business sector strategy.It is representative to select the company as the research object.First of all,collect data through visit research and Internet query,analyze the internal and external environment of the enterprise based on STP marketing theory and PEST analysis model,and come to the adverse situation of the current economic situation,policy tightening,large enterprises annexing small enterprises and so on.Secondly,the interview outline was designed around STP theory and 7PS marketing theory,targeted interviews with personnel representatives involved in the marketing link,explored the problems and reasons existing in enterprise marketing,and correspondingly formulated the construction of diversified product structure,the implementation of scientific and clear price strategy,the establishment of multi-channel marketing strategy,strengthening promotion and promotion,paying attention to the construction of talent team Seven improvement strategies such as optimizing internal service process and enriching tangible display methods.Finally,it puts forward the implementation guarantee of marketing improvement strategy from five aspects:strengthening organizational management,changing brand marketing concept,establishing industry brand image,strengthening corporate culture construction and improving technical platform support.At the same time,it also comes to the main conclusions that enterprises have no distinct advantages,they should make good use of the advantages of small enterprises,pay close attention to service quality and pay attention to product differentiation.This paper mainly studies the problems existing in the marketing strategy of Shaanxi DL Engineering Design Institute and puts forward improvement measures.The research conclusion is of great significance to itself and peer enterprises.In addition,this paper uses the service marketing strategy to study the subdivided service category-Survey and design enterprises in the traditional construction industry,which makes up for the deficiency of the theoretical research and practical application of 7PS marketing portfolio theory in the modern service industry.