I 摘要 ZJ 监理公司是一家总部位于陕西省的国有企业，隶属于某通信运营商，主营工 程监理服务和相关的技术咨询服务。该公司曾经依靠关联交易和与其他两家运营商的 战略合作，长期拥有稳定收入。但近年来，由于外部环境的变化，ZJ 监理公司的营 收增长不断遭遇挑战，公司收入来源较为单一，客户群体较小等弊端不断显现。怎样 依靠公司现有的资源和经验，迅速摸索出符合公司当前需求，并行之有效的营销策略， 成了 ZJ 监理公司的首要课题。 本文在运用基本营销理论的基础上，通过访谈法、比较分析法、PEST 分析法和 SWOT 分析法等方法对 ZJ 监理公司的营销策略进行全面分析。首先依照 PEST 分析 法和 SWOT 分析法对 ZJ 监理公司所处的内外部环境进行分析，得出公司发展的现状 和存在的问题，找准营销方向。接下来进一步明确 ZJ 监理公司的市场定位和产品划 分，并依据 4P 营销理论和 3R 营销理论对 ZJ 监理公司的产品设计、营销渠道、营销 方法等进行深入研究，对营销策略的执行过程和结果进行分析，通过数据对比证实营 销策略的有效性，从而得出研究结论。 本文分析了 ZJ 监理公司从发现问题到建立营销策略、执行策略和收获结果的全 过程，强调了营销策略在公司发展中的重要性。本文的研究内容是营销理论在工程监 理领域的一次成功实践，也是国有企业市场化改革的一份生动案例。 关键词：工程监理，市场竞争，营销策略 研究类型：应用研究ABSTRACT III ABSTRACT ZJ Project Supervision Company is a state-owned enterprise located in Shaanxi Province. This company is affiliated to a telecom operator，and its main business are project supervising and consulting. The company used to rely on affiliated transactions and strategic cooperation with the other two telecom operators, with long-term stable revenue. However, in recent years, due to the changes of external environment, the revenue growth of ZJ has been confronted with challenges, and the disadvantages such as single income source and small customer group have been emerging. How to rely on the company's existing resources and experience, quickly find out in line with the company's current needs, and effective marketing strategy, has become the top priority of ZJ. Based on the basic marketing theory, this thesis makes a comprehensive analysis of the marketing strategy of ZJ through comparative analysis, case analysis, PEST and SWOT analysis. Firstly, according to the PEST and SWOT analysis methods, the internal and external environment of ZJ are analyzed, then the existing problems are exposed, these factors help ZJ find its marketing direction. Next, the market positioning and product division of ZJ are further clarified. Based on the marketing theory of 4P&3R, the product design, marketing channels and marketing methods of ZJ are further studied. The execution of the marketing strategy and the results are analyzed, and the effectiveness of marketing strategy is confirmed through data comparison, and it leads to the conclusion of the study. This thesis analyzes the whole process of ZJ from finding problems to establishing marketing strategies, implementing strategies and harvesting results, and emphasized the importance of marketing in the company. This thesis is not only a successful application of marketing theory in the field of project supervision, but also a vivid case of market-oriented reform of state-owned enterprises. Key Words：Project Supervision，Market Competition，Marketing Strategy Research Type：Application Research目录 V 目录 摘要 ........................................................................................................................................I ABSTRACT.........................................................................................................................III 第一章 导论 .......................................................................................................................1 1.1 研究背景及意义...................................................................................................1 1.1.1 研究背景......................................................................................................1 1.1.2 研究意义......................................................................................................2 1.2 研究内容和方法...................................................................................................3 1.2.1 研究内容......................................................................................................3 1.2.2 研究方法......................................................................................................3 1.3 研究思路与论文框架...........................................................................................4 1.3.1 研究思路......................................................................................................4 1.3.2 论文框架......................................................................................................4 第二章 相关理论综述 .......................................................................................................6 2.1 市场营销的相关概念...........................................................................................6 2.1.1 市场营销的定义..........................................................................................6 2.1.2 4P 营销理论 ................................................................................................7 2.1.3 3R 营销理论 ................................................................................................7 2.1.4 关系营销理论.............................................................................................8 2.2 市场营销的分析工具...........................................................................................9 2.2.1 PEST 分析模型 ...........................................................................................9 2.2.2 SWOT 分析法 .............................................................................................9 第三章 ZJ 监理公司的概况及其营销现状 ....................................................................11 3.1 ZJ 监理公司简介................................................................................................ 11 3.2 ZJ 监理公司的经营概况....................................................................................12 3.3 ZJ 监理公司存在的问题....................................................................................13 3.3.1 主营业务收入减少...................................................................................13 3.3.2 市场竞争压力加剧...................................................................................13 3.3.3 收入来源结构不均衡...............................................................................14 3.3.4 营销工作不受重视...................................................................................14 第四章 ZJ 监理公司的营销环境分析 ............................................................................15 4.1 对 ZJ 监理公司的 PEST 分析............................................................................15西北大学硕士学位论文 VI 4.1.1 政治环境分析...........................................................................................15 4.1.2 经济环境分析...........................................................................................16 4.1.3 社会环境分析...........................................................................................17 4.1.4 技术环境分析...........................................................................................17 4.2 对 ZJ 监理公司的 SWOT 分析..........................................................................19 4.2.1 优势分析...................................................................................................19 4.2.2 劣势分析...................................................................................................20 4.2.3 机会分析...................................................................................................21 4.2.4 威胁分析...................................................................................................22 4.2.5 SWOT 分析的综合评价............................................................................23 第五章 ZJ 监理公司营销策略的制定.............................................................................24 5.1 目标客户的选择 .................................................................................................24 5.1.1 目标客户：集团客户的定义...................................................................24 5.1.2 目标客户的价值分类与需求特点...........................................................24 5.2 目标市场的选择 .................................................................................................26 5.2.1 目标市场的地域范围...............................................................................26 5.2.2 目标市场的行业类别...............................................................................26 5.2.3 目标市场的容量与特征...........................................................................26 5.2.4 目标市场的竞争态势...............................................................................27 5.3 产品设计 .............................................................................................................29 5.4 投标报价策略 .....................................................................................................30 5.5 营销渠道 .............................................................................................................31 5.5.1 公司领导和客户经理的关系营销...........................................................31 5.5.2 “全员营销”方案........................................................................................32 5.5.3 一线项目部的口碑营销...........................................................................32 5.5.4 网络营销...................................................................................................33 5.6 营销体系 .............................................................................................................34 5.6.1 第一层级：集团客户部的营销职能.......................................................35 5.6.2 第二层级：工程事业部的营销职能.......................................................36 5.6.3 第三层级：项目监理部的营销职能.......................................................36 第六章 ZJ 监理公司营销策略的实施与保障.................................................................38 6.1 营销策略的实施过程 .........................................................................................38 6.1.1 制定营销策略的背景...............................................................................38 6.1.2 营销策略的实施步骤...............................................................................39 6.2 营销策略的实施成果 .........................................................................................41目录 VII 6.2.1 公司营收持续增长...................................................................................41 6.2.2 收入结构趋于合理...................................................................................43 6.3 组织制度的保障.................................................................................................44 6.3.1 激励制度...................................................................................................44 6.3.2 考核制度...................................................................................................46 6.4 人力资源的保障.................................................................................................47 6.4.1 客户经理后备人才队伍...........................................................................47 6.4.2 集团客户产品专家团队...........................................................................48 6.5 文化建设的保障.................................................................................................49 6.5.1 党建文化的引领作用...............................................................................49 6.5.2 企业文化的导向作用...............................................................................50 结论 .....................................................................................................................................52 研究总结......................................................................................................................52 研究展望......................................................................................................................52