建筑设计企业市场经营研究

发布时间：2018-05-05 09:40

本文选题：建筑设计企业 + 市场营销　；参考：《天津大学》2013年硕士论文

【摘要】：当前国际金融危机深层次影响持续显现，世界经济复苏充满不确定性、不稳定性，然而我国发展仍处于可以大有作为的重要战略机遇期，经济社会发展具备很多有利条件和积极因素，但同时也面临不少风险和挑战。在当前的形势下，建筑设计企业亟需通过市场营销管理，迅速并准确地确定目标市场，积极融入当前激烈的建筑设计市场的竞争中。基于上述背景，本文以天津大学建筑设计研究院为研究对象，从市场营销角度对建筑设计企业的市场经营工作进行探讨性研究。本文首先对国内外发展环境进行分析，然后回顾了市场营销的发展历程，表明在市场经营中市场营销活动的重要性。为给建筑设计企业的市场定位提供决策，首先通过按地理区域、工程类型及业主构成三种科学的市场细分方法对建筑设计市场进行细分，其次通过五种原则选择目标市场，再次对市场定位的因素进行分析，并通过SWOT分析方法的知识，理论联系实际，对天大设计院的内外部环境及优劣势进行分析，并有针对性地提出了市场经营战略，并使用定位策略进行市场定位。本文的创新之处在于探索性制定和研究建筑设计企业市场开发的市场进入策略、投标策略、市场宣传策略及营业推广策略等方法，结合天大设计院市场的成功案例进行论述，表明这些市场开发策略具有一定的实际操作性和可行性。本文最后进行了总结分析，并对建筑设计企业的市场经营方式提出创新的方法。展望未来，建筑设计企业要想持续长久的发展下去，就要具体情况具体分析，结合企业自身的特点，开辟一种具有企业特色的市场营销体系，发挥市场经营的重要作用。
[Abstract]:The deep impact of the current international financial crisis continues to appear, and the world economic recovery is full of uncertainty and instability. However, China's development is still in a period of important strategic opportunities in which great achievements can be made. Economic and social development has many favorable conditions and positive factors, but also faces many risks and challenges. Under the current situation, architectural design enterprises urgently need to determine the target market quickly and accurately through marketing management, and actively integrate into the current fierce competition in the architectural design market. Based on the above background, this paper takes the Institute of Architectural Design and Research of Tianjin University as the research object, and studies the market management of architectural design enterprises from the angle of marketing. This paper first analyzes the development environment at home and abroad, then reviews the development process of marketing, and shows the importance of marketing activities in market operation. In order to provide the decision for the market positioning of architectural design enterprises, firstly, by three scientific market subdivision methods according to geographical area, engineering type and owner composition, the architectural design market is subdivided, and then the target market is selected according to five principles. Thirdly, the factors of market positioning are analyzed, and through the knowledge of SWOT analysis method, combining theory with practice, the internal and external environment, advantages and disadvantages of Tianda Design Institute are analyzed, and the market management strategy is put forward. And the use of positioning strategy for market positioning. The innovation of this paper is to explore and study the market entry strategy, bidding strategy, market propaganda strategy and business promotion strategy of architectural design enterprises, and discuss the successful cases of Tianda Design Institute market. These market development strategies are practical and feasible. Finally, this paper summarizes and analyzes the market management methods of architectural design enterprises. Looking forward to the future, if the architectural design enterprises want to continue to develop for a long time, it is necessary to analyze the concrete conditions, combine the characteristics of the enterprises, open up a marketing system with the characteristics of the enterprises, and give play to the important role of the market management.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.92

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