Marketing Tactics Research On THE SINOHYDRO ENGINEERING BEREAU 15CO.LTD

Management specification of construction enterprise qualification was carried out on July 2001, to adopt license system in construction enterprise, that the enterprises which possessing the divided market license can be admitted. Then the specification subdivides the market to make the construction enterprises of different scale correspond to the subdivided markets. The qualification of water and electronic construction enterprises filling their own shoes classified them, and then lead the entire industry of construction to face a reclassified situation. The SINOHYDRO ENGINEERING BEREAU 15CO. LTD(SEB15) regrouped with SINOHYDRO, is confronted with enormous changed circumstance, to make up marketing tactics suitable for the strategic goal is urgent.The paper is based on marketing of MBA and marketing strategy theory curricula. With the methods of market analyzing and qualitative combined quantitative, It starts from the feature of water and electronic industry. By researching the products feature, specialty of the market, the feature of enterprise organizing structure, it draws a generalizing conclusion, then expatiate the actual of marketing and existing issues. According to SWTO, we conclude the advantages and disadvantages of the enterprise, the chance and threaten. By the using of strategic goal(to be the top notch of SINOHYDRO, product value output 1.6bln RMB) of management and sale faith and goal designing, we choose four divided market, water conservancy & hydropower engineering , highway engineering, civil engineering and municipal and utilities engineering. Then we fix the products position, make the kernel strategy such as price, sales promotion and venture control. With the assurance of capital resource, structure of management and sale, manpower resource, system and culture, we set up an integrative operational marketing structure.In the paper Ⅰ analyzed the feature of enterprise of water and electricity construction, then I drew a generalized conclusion, which can be consulted. By testifying and analyzing, I set down the strategy of marketing, which can be applicable and guidable.