I 摘要 我国的勘察设计行业起步较早，从新中国成立初期开始，一直伴随着我国国民经济 的快速发展，并发挥着不可替代的作用。随着我国改革开放步子的加快以及供需端结构 的持续深化调整，勘察设计行业市场逐步规范，市场门槛也逐渐降低，根据“2017-2018 年度工程勘察设计行业调研”结果反馈，超过八成的被调研企业认为竞争程度较往年加 剧。所以在面对机遇和威胁共存的复杂环境下，立足企业科学发展规划，并制定有利的 经营策略，是勘察设计行业当前普遍面临的主要任务。论文以 QY 设计院为研究对象， 以优化营销策略为研究导向，运用了文献检索法、调研考察法、定量分析与定性分析相 结合等多种方法开展分析和研究。 首先论述了营销策略的概念以及论文相关的理论基础，包括市场细分理论、4P 营 销策略组合理论等，确立了营销策略的理论支持。其次，阐述了 QY 设计院的营销环境， 对企业的概况、企业的宏观环境和行业竞争状况展开分析，并运用 SWOT 分析法，根 据 QY 设计院所面对的四个方面（机遇、挑战、优势、劣势），明确了适合企业自身发 展的战略导向。再次，从介绍 QY 设计院的营销现状入手，包括设计院的市场定位及现 行营销策略，继而导出了制约设计院营销发展的主要问题以及成因分析。然后通过一系 列的分析，制定 QY 设计院的营销战略优化计划，分别运用 STP 营销策略重新对市场进 行选择和定位，运用 4P 组合式营销策略，从产品、定价、渠道和促销四方面分别开展 优化策略。最后，为了保障 QY 设计院营销策略优化方案的顺利实施，提出应建立的具 体保障措施，包括重视企业文化建设、强化经营团队建设、提升技术创新能力以及落实 绩效考核与激励措施等。 论文的研究成果主要建立在市场营销理论基础之上，通过对 QY 设计院的当前市场 环境分析，进一步优化了 QY 设计院的营销体系，对 QY 设计院的市场经营拓展具有积 极作用。 关键词： QY 设计院, 营销环境, 营销策略，优化方案西北大学硕士学位论文 II ABSTRACT China's survey and design industry started early, and has been accompanied by the long-term development of China's national economy since the planned economy era, and plays an irreplaceable role. With the acceleration of China's reform and opening up and the continuous deepening adjustment of supply and demand side structure, the market of survey and design industry is gradually standardized, and the market threshold is gradually lowered. According to the feedback of the results of the survey and design industry in 2017-2018, more than 80% of the surveyed enterprises think that the degree of competition is more intense than in previous years. Therefore, in the complex environment of coexistence of opportunities and threats, based on the scientific development planning of enterprises, and formulating favorable business strategies, is an important issue facing the survey and design industry. This paper takes QY Design Institute as the research object and optimizes marketing strategy as the research direction. It uses many methods such as literature search, investigation, quantitative analysis and qualitative analysis to carry out analysis and research. Firstly, the concept of marketing strategy and the related theoretical basis of this paper are discussed, including market segmentation theory, 4P marketing mix theory and so on, and the theoretical support of marketing strategy is established. Secondly, the marketing environment of QY Design Institute is elaborated, and the general situation of the enterprise, the macro environment of the enterprise and the competitive situation of the industry are analyzed. Based on the four aspects faced by QY Design Institute (opportunities, challenges, strengths and weaknesses), the strategic orientation suitable for the development of the enterprise itself is put forward by using SWOT analysis method. Thirdly, starting with introducing the current marketing situation of QY Design Institute, including its market positioning and current marketing strategy, this paper derives the main problems restricting its marketing development and causes analysis. Then through a series of analysis, QY design institute's marketing strategy optimization plan is formulated, and STP marketing strategy is used to re-select and position the market, and 4P combination marketing strategy is used to carry out optimization strategy from four aspects: product, pricing, channel and promotion. Finally, aiming at the implementation of QY design institute's marketing strategy optimization program, the specific safeguard measures should be established, including attaching importance to the construction of enterprise culture, strengthening the construction ofABSTRACT III business team, enhancing the ability of technological innovation, and implementing performance appraisal and incentive measures. The research results of this paper are based on the theory of marketing. Through the analysis of the current market environment of QY Design Institute, the marketing system of QY Design Institute is further optimized, which plays a positive role in the operation of QY Design Institute. Keywords: QYdesign institute, marketing environment, marketing strategy, optimization scheme西北大学硕士学位论文 IV 目 录 摘要...................................................................................................................................I ABSTRACT.......................................................................................................................II 目 录................................................................................................................................IV 第一章 导论...................................................................................................................... 1 1.1 研究背景和意义...................................................................................................... 1 1.1.1 研究背景........................................................................................................... 1 1.1.2 研究意义........................................................................................................... 1 1.2 研究对象与方法...................................................................................................... 2 1.2.1 研究对象........................................................................................................... 2 1.2.2 研究方法........................................................................................................... 2 1.3 基本思路及框架...................................................................................................... 2 1.3.1 基本思路........................................................................................................... 2 1.3.2 基本框架........................................................................................................... 3 1.4 论文的贡献.............................................................................................................. 5 第二章 营销策略理论概述.............................................................................................. 6 2.1 营销策略理论.......................................................................................................... 6 2.1.1 市场细分理论................................................................................................... 6 2.1.2 营销组合理论.................................................................................................. 6 2.2 营销管理与竞争分析工具..................................................................................... 7 2.2.1 PEST 分析法.................................................................................................... 7 2.2.2 波特五力模型.................................................................................................. 7 2.2.3 SWOT 分析法.................................................................................................. 8 第三章 QY 设计院的营销环境....................................................................................... 9 3.1QY 设计院的概况................................................................................................... 9 3.1.1 历史沿革........................................................................................................... 9 3.1.2 综合现状...........