x设计院营销管理问题研究工商管理专业论文.docxVIP

AbstractDuring Abstract During recent years，under the new normal of Chinese economics，business growth of surveydesign industry becomes slow and even declined．especially in 20 1 4，affected by the macroeconomic situmion，newly-signed industrial project contractors reduced 1 4％on year--on--year basis and many signed proj ects has been paused deescalated or cancelled．In real estate field，affected by macro-control of real estate market，many projects are slowed down and the schemes of some projects ale adjusted constantly．Besides，projects in hand changes much which causes the design period longer．All of the above-mentioned makes the design institutes face enormous challenges not only in output value，but also in money returned． Under this background，this paper takes X Design Institute as the research object， analyzes the marketing situation and existing problems of X Design Institute as well as the causes of the problems，puts forward the marketing optimization scheme and formulates the guarantee measures．Marketing environmental analysis of X Design Institute includes current situation，macro-environment and industrial competition situations．Main problems of the marketing of X Design Institute include laggard marketing management concept，undefined marketing development strategy, incomplete marketing mix application，unfit marketing management system and weak brand consciousness．Extemal causes of the problems include the change of external economic situation and industrial conditions and intemal causes include the 1ack of lligh—efficient reasonable management system，effective incentive system and core competitive capacity．Marketing optimization scheme design of X Design Institute mainly sets forth the market reposition，marketing mix strategy optimization， optimizing measures of brand construction and the perfection of marketing management employment system．Guarantee measures are：changing management functions to adapt to market variations；adopting whole marketing co