摘要
摘要
受益于我国大力发展基础设施建设浪潮，勘察设计行业紧跟工程建设行业发展迅
猛，而随着行业政策不断完善与收紧、增量市场受到限制、存量市场趋于稳定及产品同
质化等一系列因素导致勘察设计企业面临巨大挑战，如何开展科学高效的服务营销，探
索适合企业的营销策略，帮助企业渡过难关，补足目前营销短板，提高行业内竞争力，
转亏为盈实现良性经营成为亟待解决的问题。
陕西 DL工程设计院是总部落脚于西安、依傍德通集团工程建设企业、初期以完善
业务板块战略为目的成立的企业，选择该公司为研究对象具有一定的代表性。首先，通
过走访调研及互联网查询收集数据，基于 STP营销理论及 PEST分析模型对企业的内部
环境、外部环境进行分析，得出目前经济形势下滑、政策紧缩、大企业吞并小企业等不
利局面。其次，围绕 STP理论及 7Ps营销理论设计访谈大纲，有针对性的对营销环节中
涉及到的人员代表访谈，挖掘企业营销中存在的问题及原因，对应制定了构建多元化产
品结构、施行科学明确的价格策略、建立多渠道营销策略、加强促销推广力度、重视人
才队伍建设、优化内部服务流程、丰富有形化展示方式等 7条改进策略。最后，从强化
组织机构管理、转变品牌营销观念、树立行业品牌形象、加强企业文化建设、完善技术
平台支撑 5个层面提出营销改进策略实施保障。同时，也得出企业自身优势不鲜明，应
利用好小企业优势，紧抓服务质量、重视产品差异化发展思路等主要结论。
本文主要研究陕西 DL工程设计院营销策略中存在的问题并提出改进措施，研究结
论对自身及同行企业均有重要意义。此外，本文使用服务营销策略研究传统建筑业中细
分的服务类——勘察设计企业，弥补了 7Ps营销组合理论在现代服务业中理论研究和实
践应用的不足。
关键词：服务营销策略，勘察设计行业，STP，7Ps营销组合
研究类型：应用研究
I

西北大学硕士学位论文
Abstract
Benefiting from China's vigorous development of infrastructure construction, the survey
and design industry has developed rapidly following the engineering construction industry.
With the continuous improvement and tightening of industrial policies, the restriction of
incremental market, the stabilization of stock market and product homogenization, survey and
design enterprises are facing great challenges. How to carry out scientific and efficient service
marketing, It has become an urgent problem to explore the marketing strategy suitable for
enterprises, help enterprises tide over difficulties, make up for the current marketing
shortcomings, improve the competitiveness of the industry, turn losses into profits and realize
benign operation.
Shaanxi DL engineering design institute is an enterprise headquartered in Xi'an, close to
the engineering construction enterprise of Detong group, and established in the initial stage to
improve the business sector strategy. It is representative to select the company as the research
object. First of all, collect data through visit research and Internet query, analyze the internal
and external environment of the enterprise based on STP marketing theory and PEST analysis
model, and come to the adverse situation of the current economic situation, policy tightening,
large enterprises annexing small enterprises and so on. Secondly, the interview outline was
designed around STP theory and 7PS marketing theory, targeted interviews with personnel
representatives involved in the marketing link, explored the problems and reasons existing in
enterprise marketing, and correspondingly formulated the construction of diversified product
structure, the implementation of scientific and clear price strategy, the establishment of
multi-channel marketing strategy, strengthening promotion and promotion, paying attention to
the construction of talent team Seven improvement strategies such as optimizing internal
service process and enriching tangible display methods. Finally, it puts forward the
implementation guarantee of marketing improvement strategy from five aspects:
strengthening organizational management, changing brand marketing concept, establishing
industry brand image, strengthening corporate culture construction and improving technical
platform support. At the same time, it also comes to the main conclusions that enterprises
have no distinct advantages, they should make good use of the advantages of small enterprises,
pay close attention to service quality and pay attention to product differentiation.
This paper mainly studies the problems existing in the marketing strategy of Shaanxi DL
Engineering Design Institute and puts forward improvement measures. The research
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