【作者】 曾祖铭；

【导师】 叶乃沂；

【作者基本信息】 西南交通大学 ， 工商管理， 2004， 硕士

【摘要】 本文在分析深圳工程设计公司建筑设计行业发展趋势、竞争格局和竞争地位的基础上，针对建筑设计业务目前所面临的国内外激烈竞争和深圳市场的特点，依据现代市场营销理论，运用科学分析方法，结合建筑设计业务的自身特点及用户市场情况，给出了深圳工程设计公司的市场营销策略。 首先，通过回顾建筑设计行业在国内及深圳市场的发展情况，提出了深圳工程设计公司建筑设计业务发展面临的问题，指出研究公司建筑设计业务营销策略的重要意义，并从宏观环境、加入WTO带来的机遇与挑战及行业竞争等三方面对建筑设计业务发展的环境进行分析。 其次，通过市场细分，结合深圳工程设计公司业务特征，确定以居住建筑设计和公共建筑设计作为公司在建筑设计业务领域的目标市场，明确各项业务的市场定位。进而针对所选定的目标市场，结合具体的建筑设计业务产品，通过对产品营销策略、客户关系管理、市场拓展策略的讨论，给出了深圳工程设计公司建筑设计业务的营销策略。 最后结合具体的案例，来说明各种营销策略在实际中的运用。 根据以上营销策略，深圳工程设计公司的设计业务在2003年获得了快速发展，业绩有了明显的改善。更为可喜的是，公司在市场拓展中更加注重项目的投标，逐步改变过去那种“独立作业，不讲团队合作”的工作方式，而且培养出了一大批有创新和团队合作精神的设计人员，为增强企业发展后劲奠定了坚实基础。更多还原

【Abstract】 Based on the analysis of the developing trend . competitive position of SHENZHEN Engineering Design Company, the thesis develops the marketing strategies of the SHENZHEN Engineering Design Company by facing on keen competition and marketing characteristics in Shenzhen ,by applying modem marketing theories and scientific analysis approaches ,and by focusing on characteristics and customers of architecture design.Firstly, the study reviews the development of architecture design in national market and Shenzhen, put forward the problems confronted by the architecture design development and point out the importance of studying its marketing strategy. Through analyses the Macro Situation the opportunities and challenges with WTO and the architecture competition, which influence the development of the architecture design.Secondly, according to market segmentation, defines the aiming market of company’s architecture design business, which includes residence architecture design and public architecture design, and market positioning of the every products. Thirdly according to having changed object market and connecting the detail products of architecture design, and put forward about the architecture design business marketing strategy. of Shenzhen Engineering Design Company, through discussion product marketing strategy, relation marketing strategy and market deploitation strategy.At last, using the case to explain the application of all kinds of the marketing strategies.According to these strategies, Company’s design business has get rapid development and its hasd got obvious in 2003. Especially, the company is more think much of bidding and step by step change the past work style "work by oneself, noteamwork cooperation", and bring up a group of engineers which have spirit of innovation and teamwork cooperation. As a result, a fundament of the firm for the future development of the enterprise is being established.更多还原