本文選題：建筑設(shè)計企業(yè) + 市場營銷�。� 參考：《天津大學(xué)》2013年碩士論文

【摘要】：當(dāng)前國際金融危機(jī)深層次影響持續(xù)顯現(xiàn)，世界經(jīng)濟(jì)復(fù)蘇充滿不確定性、不穩(wěn)定性，然而我國發(fā)展仍處于可以大有作為的重要戰(zhàn)略機(jī)遇期，經(jīng)濟(jì)社會發(fā)展具備很多有利條件和積極因素，但同時也面臨不少風(fēng)險和挑戰(zhàn)。在當(dāng)前的形勢下，建筑設(shè)計企業(yè)亟需通過市場營銷管理，迅速并準(zhǔn)確地確定目標(biāo)市場，積極融入當(dāng)前激烈的建筑設(shè)計市場的競爭中�；谏鲜霰尘埃疚囊蕴旖虼髮W(xué)建筑設(shè)計研究院為研究對象，從市場營銷角度對建筑設(shè)計企業(yè)的市場經(jīng)營工作進(jìn)行探討性研究。 本文首先對國內(nèi)外發(fā)展環(huán)境進(jìn)行分析，然后回顧了市場營銷的發(fā)展歷程，表明在市場經(jīng)營中市場營銷活動的重要性。為給建筑設(shè)計企業(yè)的市場定位提供決策，首先通過按地理區(qū)域、工程類型及業(yè)主構(gòu)成三種科學(xué)的市場細(xì)分方法對建筑設(shè)計市場進(jìn)行細(xì)分，其次通過五種原則選擇目標(biāo)市場，再次對市場定位的因素進(jìn)行分析，并通過SWOT分析方法的知識，理論聯(lián)系實(shí)際，對天大設(shè)計院的內(nèi)外部環(huán)境及優(yōu)劣勢進(jìn)行分析，并有針對性地提出了市場經(jīng)營戰(zhàn)略，并使用定位策略進(jìn)行市場定位。本文的創(chuàng)新之處在于探索性制定和研究建筑設(shè)計企業(yè)市場開發(fā)的市場進(jìn)入策略、投標(biāo)策略、市場宣傳策略及營業(yè)推廣策略等方法，結(jié)合天大設(shè)計院市場的成功案例進(jìn)行論述，表明這些市場開發(fā)策略具有一定的實(shí)際操作性和可行性。 本文最后進(jìn)行了總結(jié)分析，并對建筑設(shè)計企業(yè)的市場經(jīng)營方式提出創(chuàng)新的方法。展望未來，建筑設(shè)計企業(yè)要想持續(xù)長久的發(fā)展下去，就要具體情況具體分析，結(jié)合企業(yè)自身的特點(diǎn)，開辟一種具有企業(yè)特色的市場營銷體系，發(fā)揮市場經(jīng)營的重要作用。
[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.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.92

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