【作者】 葛军；

【导师】 李德明；

【作者基本信息】 合肥工业大学 ， 工商管理， 2009， 硕士

【摘要】 当前国内的建筑设计市场机遇和挑战并存。一方面,2008年底由美国次贷危机引发的全球金融危机,给世界各国的经济予以沉重打击,中国也很难独善其身,国内经济形势面临严峻考验,另一方面,由中国政府的四万亿振兴经济投资计划和中国城市化进程快速发展而带动起来庞大的城镇住宅、城市商业、公共交通和市政基础设施的建筑市场前景喜人。但是随着中国加入WTO,我国的建筑设计市场将逐步向全球开放,将有众多的境外设计公司加入到竞争的行列中,在这种大背景下,国内的设计企业的竞争将更加激烈。合工大建筑设计院是一家国有综合设计院,在安徽省内有较高的知名度,与国内同行业大中型设计院相比,规模较小,它既没有大型设计企业的技术品牌,也没有民营设计企业那么灵活的运营机制,因此在市场竞争中面临更多的困难。因此利用自身优势,扬长避短,抓住市场先机,已成为企业发展的主要问题。本文运用市场营销理论结合合工大建筑设计院的实际情况,拟通过对建筑设计市场宏观及微观形势的研究,研究合工大建筑设计院的现状以及存在的问题,深入分析在当前经济形势下的客户需求、竞争态势和我院的SWOT,对本地区建筑设计市场进行预测,从产品差异化、服务、品牌、定价、渠道、促销等方面提出针对合工大建筑设计院的市场定位及营销策略,对于合工大建筑设计院全面推进综合信息化管理,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。更多还原

【Abstract】 Current domestic architectural design market opportunity and challenge coexis。On the one hand,at the end of 2008 by the U.S.sub-loan crisis of the global financial crisis,around the world to be a heavy blow to the economy,China has also experienced the economic crisis,the domestic economic situation facing a severe test.On the other hand,by the Chinese government plans to invest 4 trillion to revive the economy and China’s urbanization process and promote the rapid development of cities and towns with large residential,urban commercial,public transport and municipal infrastructure are encouraging prospects for the construction market.But will join WTO along with China,our country’s architectural design market gradually is open to the whole world and will have multitudinous beyond the border to design the company to join to in the competition ranks,under this kind of big background,the domestic design enterprise’s competition will be more intense.Hefei university of technology’ s institute of architectual design is a state-owned synthesis design institute,comparing with the domestic colleague spare-time university medium design institute,the scale is small,it has the high well-knownness in Anhui Province,it namely does not have the large-scale design enterprise’s technical brand,also does not have the privately operated design enterprise that nimble operation mechanism,therefore in market competition faced with more difficulties.Therefore using own superiority,enhancing strong points and avoiding weaknesses,holding the market to take the initiative has become the main question which the enterprise develops.This article utilizes the marketing theory union to gather hefei university of technology’ s institute of architectual design the actual situation,plans through to the architectural design market macroscopic and the microscopic situation research, always unifies hefei university of technology’s institute of architectual design the present situation as well as the existence question,the thorough analysis in the current economic situation customer demand,the competition situation and my courtyard SWOT,and carries on the forecast to this area architectural design market, from aspects and so on product variation,service,brand,fixed price,channel, promotion proposed in view of gathers hefei university of technology’ s institute of architectual design the market localization and the competition strategy, regarding gathers hefei university of technology’ s institute of architectual design comprehensive advancement synthesis informationization management, expands the market share unceasingly,the realization formalization development goal,so this article has the extremely important practical application significance.更多还原