C) Gansu Institute of Civil Engineering, Opportunity and Threat Analysis 1. Since the opportunity of external environment analysis 1992, China's construction market has gradually expanded, the project bidding system and construction supervision system have been gradually implemented and improved, engineering consulting has developed new business, and the policy and legal environment of engineering consulting industry has been continuously improved. The Dadang Party clearly pointed out that the tertiary industry should be encouraged and developed, and the service industry should be accelerated, which provided policy support for engineering consulting in China. The state is committed to formulating relevant laws and policies, building a fair, just, open and orderly market, speeding up the management process of legal system and market norms, and thus creating a good competitive environment for carrying out engineering consulting business. All-round service increases the market demand, and the demand vision of "one-stop" service. In the past, the scope of all kinds of engineering consulting services only included a certain stage of the project, or even only some laws aimed at a certain stage of the project, which often required different consulting companies to be selected at different stages of the project construction, which made the whole project consulting service lack integrity. Now, due to the diversification of investment and the demand of engineering services, the construction process is the all-round development of the whole process. As a comprehensive scientific consulting company, Gansu Civil Engineering Research Institute just meets this "one-stop" service demand. Business opportunities in the construction market. With the construction of national key projects and the increase of investment by other investors, the engineering consulting industry is facing unlimited business opportunities. The coming 10 will be the peak period of housing construction in China, and it will reach 5.7 billion yuan during 15. By 2005, the per capita housing area in China will reach 22 points. Promote urbanization. Joseph stiglitz, a famous American economist and winner of the Nobel Prize in Economics, put forward at the World Bank conference that there are two things that have the greatest influence on human progress in the 2/kloc-0 century: one is the urbanization of China, and the other is the new technological revolution. China's urbanization rate will reach 50% in 2020. 2. Analysis of external environmental threats under unfavorable market conditions. At present, the competition pressure among peers in the engineering consulting industry is increasing, and there is disorderly competition among industries, mainly because the industry access policy is relaxed, and a large number of new entrants make the number of engineering consulting companies relatively large, which increases rapidly every year and fewer people are out. The homogenization among engineering consulting companies is serious, and the differences between competitors are obvious. All kinds of engineering consulting fees are difficult to implement, and the competition for price reduction is very prominent. For those who choose engineering consulting companies, the market demand conversion is relatively easy. Social identity of disadvantages. The whole society lacks understanding of the position and function of engineering consulting industry, and its understanding is far from enough. In developed countries (such as Britain, America, Germany, etc. ), engineering consulting service engineers are mostly elites, belonging to high intelligence and compound talents, and the knowledge value they get from intellectual services is consistent with their high returns. However, the engineering consultants in this province have not been recognized by the society and the government. The most representative thing is that the industry has called for an increase in fees. The relative concentration of customers. According to the few key principles, the main business of engineering consulting companies is provided by a few key customers, and these key service customers have great bargaining power in engineering consulting fees, which can often be kept relatively low. Gansu Civil Engineering Research Institute often encounters such a situation at present. The threat of potential entrants. After China's entry into WTO, with the government's commitment coming into effect, China's engineering consulting industry has begun to face the threat of international engineering consulting companies. Many world-renowned large-scale engineering consulting institutions are trying to expand their business in China in various ways. At present, more than 150 of the top 200 engineering consulting companies in the world have been assigned to China, and these companies have great advantages in market operation ability, management level and capital investment. With the further opening of China's engineering consulting market and the gradual cancellation of various national protection measures, these companies will inevitably appear and compete with China's engineering consulting companies to seize the market, thus becoming competitors from potential entrants. The threat of replacement. Under the premise of complying with national laws and regulations, owners are allowed to undertake projects for a long time, such as large enterprises or real estate investment companies, that is, under the premise of having a special construction management team, a relatively sound institutional system and high personnel quality, they can complete some stages of construction work free of charge, instead of entrusting them to professional engineering consulting companies. Gansu Civil Engineering Research Institute has made a lot of efforts in developing the marketing of engineering consulting industry and achieved certain results. However, under the condition of market economy, it has not grasped the law of engineering consulting marketing activities enough and lacks scientific marketing concepts. At present, the marketing of Gansu Institute of Civil Engineering Science has the following problems: 1, the senior marketing managers are not in place and the marketing mechanism is lacking. At present, the senior managers of Gansu Institute of Civil Engineering Science have no marketing function, as shown in figure 1, which brings a lot of harm. First of all, due to the lack of marketing mechanism, the engineering consulting marketing of Gansu Institute of Civil Engineering is completely in the spontaneous marketing stage. In order to survive, it seems to be full of marketing, but in fact, all departments, like marketing, can't command the battle. Secondly, the marketing advantages of individual secondary departments cannot be used in the whole organization, and the overall marketing function of enterprises is greatly reduced. Many problems affecting sales efficiency can not be solved at a high level, which has a negative impact on the overall marketing performance of hospitals, and marketing lacks direction guidance. 2. The market positioning is unclear, and the competitive advantage cannot be exerted. Two different business departments develop a single business consulting market in different markets, and the internal contradictions are prominent, so the marketing resources cannot be used centrally, and it is impossible to form a competitive advantage in the whole hospital. 3. Corporate brand awareness is weak, and culturally disadvantaged is organized for the development of the enterprise. Due to the project responsibility system currently implemented by Gansu Civil Engineering Research Institute, every employee is equivalent to an independent consulting company in the market, and sometimes they criticize or fight with each other for their own interests, so as to organize culturally disadvantaged's long-term development and brand image building. 4. The product competitiveness of Gansu civil engineering consulting service industry is weak. Compared with scientific research institutes, all consulting services are single in qualification. Due to the low entry threshold, a large number of private companies have joined in, which leads to serious homogenization of service products and fierce market competition. 5. Due to the lack of a unified management organization for the quality of consulting services, the work in the technical quality department is usually routine internal work, and there is no function of technical management and quality management, so the consulting services of these two units lack depth and standard width.

Take mine if you can.