Research On Marketing Strategy And Implementation For NR Design Company

China’s energy development is undergoing tremendous changes from traditional energy to new energy,which puts forward new requirements for energy and electric power development.As the basic work in the process of energy and electric power construction,the electric power survey and design industry is facing new opportunities and challenges with the adjustment of national energy development strategy.In this new situation,effective marketing strategy is the key for electric power survey and design enterprises to adapt to market changes,improve market competitiveness and long-term stable development.Therefore,this thesis takes NR Design Company as the research object to study its marketing strategy and its implementation.This thesis first introduces the basic situation of the company’s development,organizational structure and so on,analyzes the company’s development status and marketing management problems,such as unclear marketing organizational structure,inappropriate marketing management system.Secondly,it analyzes the external and internal environment of the company.The macro development environment of the company is analyzed by using PEST method,and the industry competition environment of the company is analyzed by using Porter five forces model.The internal environment of the company is analyzed from the aspects of manpower,finance,qualification and technology.On this basis,the external opportunities and threats and internal advantages and disadvantages of the company’s development are summed up.Thirdly,based on the conclusion of environmental analysis,the company’s SWOT matrix is ?constructed,and the analysis determines the company’s development strategy and competition strategy.In the development strategy,the choice of strategic plan is diversified development with SO strategy and WO strategy as the focus and other strategies as the supplement.In the competition strategy,the cost leadership strategy and the differentiated competition strategy are most suitable for the development of the enterprise.Then,the company’s market segmentation is analyzed in detail from two aspects of business field and business area.According to the company’s development strategy,the company’s target market is defined and the company’s market positioning in each business segment is determined,including: to become a first-class high-end planning consulting service provider in the planning consulting business segment,to become a first-class comprehensive survey and design service provider in the survey and design business segment,to become a professional general contractor of power engineering in the general contracting business segment,and become a first-class overall energy solution provider in the integrated energy business segment.Then,starting from supporting the implementation of the company’s marketing strategy,it analyzes the company’s product strategy,price strategy,channel strategy and promotion strategy in detail.Finally,in order to ensure the effective implementation of marketing strategies and tactics,targeted safeguard measures are put forward from the aspects of organization,personnel,system,culture and information application.The research results of this thesis have been gradually applied in the marketing management of NR Design Company and achieved preliminary results.