x设计院营销管理问题分析

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1、万方数据AbstractDuringrecentyears，underthenewnormalofChineseeconomics，businessgrowthofsurvey&designindustrybecomesslowandevendeclined．especiallyin2014，affectedbythemacroeconomicsitumion，newly-signedindustrialprojectcontractorsreduced14％onyear--on--yearbasisandmanysignedprojects

2、hasbeenpausedordeescalatedorcancelled．Inrealestatefield，affectedbymacro-controlofrealestatemarket，manyprojectsaresloweddownandtheschemesofsomeprojectsaleadjustedconstantly．Besides，projectsinhandchangesmuchwhichcausesthedesignperiodlonger．Alloftheabove-mentionedmakesthedesig

3、ninstitutesfaceenormouschallengesnotonlyinoutputvalue，butalsoinmoneyreturned．Underthisbackground，thispapertakesXDesignInstituteastheresearchobject，analyzesthemarketingsituationandexistingproblemsofXDesignInstituteaswellasthecausesoftheproblems，putsforwardthemarketingoptimiz

4、ationschemeandformulatestheguaranteemeasures．MarketingenvironmentalanalysisofXDesignInstituteincludescurrentsituation，macro-environmentandindustrialcompetitionsituations．MainproblemsofthemarketingofXDesignInstituteincludelaggardmarketingmanagementconcept，undefinedmarketingd

5、evelopmentstrategy,incompletemarketingmixapplication，unfitmarketingmanagementsystemandweakbrandconsciousness．Extemalcausesoftheproblemsincludethechangeofexternaleconomicsituationandindustrialconditionsandintemalcausesincludethe1ackoflligh—efficientreasonablemanagementsystem

6、，effectiveincentivesystemandcorecompetitivecapacity．MarketingoptimizationschemedesignofXDesignInstitutemainlysetsforththemarketreposition，marketingmixstrategyoptimization，optimizingmeasuresofbrandconstructionandtheperfectionofmarketingmanagementemploymentsystem．Guaranteemea

7、suresare：changingmanagementfunctionstoadapttomarketvariations；adoptingwholemarketingconcept；improvingoperationmanagementlevel；strengtheningenterpriseculturalconstructionetc．Theresearchofthispapernotonlychecks＆richesthetheorysystemoftheII万方数据enterprisemarketingmanagement，but

8、alsoprovidesimpeccabletheoreticalbasisformarketingactivities．Furthermore，itisbenef