JS建筑设计院是吉林省以高等院校的建筑、结构、设备等相关院系多个学
科的雄厚实力为依托的专业建筑设计单位,在本省的建筑设计市场上取得了一
系列令人瞩目的业绩。然而由于在体制、人才、技术等方面都存在着一系列问
题,如何应对多家省外设计企业的涌入和省内迅速崛起的民营设计公司一起角
逐市场这一严峻的现实,加强企业核心竞争力建设、加大市场营销力度、扩大销
售渠道已是摆在JS建筑设计院面前的一项需要刻不容缓加以解决的重要问题。
本文基于市场营销学理论,结合JS建筑设计院的营销现状和实际情况,对
JS建筑设计院的市场营销现状进行了分析研究。采用PECT分析对于宏观情况下
企业所处的政治环境、经济环境、社会文化环境和技术环境四种环境进行背景
分析。通过企业内部SWOT分析的方法,从优势、劣势、机会和威胁四个角度进
行了研究，找出市场的机会所在、威胁的来源以便于企业在市场竞争中充分发
挥自己的优势方面，尽快弥补自己的劣势之处，在市场竞争中保持优势。本文
还同时分析了JS建筑设计院当前的营销现状等方面，通过宏观微观环境以及企
业现状分析，针对建筑设计院产品营销的特殊性制定了市场营销战略和STP战
略。制定并设计增加产品差异化、提高服务质量、打造知名品牌、科学的定价、
开发营销新渠道、全面推进综合信息化管理和增加产品促销等方法来提高JS建
筑设计院的市场定位及营销策略，使得JS建筑设计院在激烈的市场竞争中不断
扩大市场份额，实现规模化发展的目标，具有非常重要的实际应用意义。
关健词：
营销策略，建筑设计院，品牌，服务营销
Abstract
The Research on Marketing Strategy of JS Institute of Architectural
Design
Since the Reform and Opening, the development of Architecture industry of
China has stepped into its golden age. With the market’s expansion, the development
of architectural design has been speeding up .Recent years, a series of negative
effects ,such as the world financial crisis and European debt crisis have influenced the
world economy .Inevitably, the architecture industry of China has suffered a
considerable impact. Under this complicated situation, architectural design industry
has met a new challenge.
JS architecture design institute is a professional architecture design organization
of Jilin Province which relies on the strength of such disciplines as building, structure,
equipment, and other related disciplines in universities and colleges. It has gained a
lot of remarkable achievements. However, because there are some problems on the
system, talents and technology, it’s very urgent to find solutions to compete both with
many design enterprises from other provinces and private design enterprises within
Jilin province which develop rapidly，to strengthen the core competence of the
enterprise，to intensify the efforts to marketing and to broaden sales channels.
This report is based on marketing theory. It has combined JS architecture
design institute’s current marketing situation with actual situation, and
has done an analysis and research on JS architecture design institute’s
current marketing situation. It adopts PECT to analyze political environment,
economic environment, social cultural environment and technical environment that
the enterprise is faced with. These four kinds of environment are backgrounds of
the enterprises which are in the macro-situation. It also adopts SWOT method to
analyze the organization's strengths, weaknesses, opportunities and threads for the
purpose to try to find the marketing opportunities and the threat sources so that the
enterprise can take full use of its advantages in market competition and make up its。。。
==>>