Highway Construction Enterprise Marketing Strategy Research

Marketing is the most important functions of the strategic and effective marketing strategy is the basis of business success. "No matter what size business, marketing strategies are carefully planned, with the ultimate formation of the most formidable challenges." Marketing strategy for the 21st century is characterized by: a market-centered, market-oriented. Market-oriented enterprises in accordance with the results of the forecast organization, how the changes in the market to make quick response to customer needs and how to adapt marketing strategies have always been many studies and experts and managers concerned about the issue.In this paper, analyzes the status of road construction enterprises, the modern marketing theory and strategic management theory, the integrated use of marketing, corporate strategy and other related principles and methods, combined with relevant information, from a scientific, systematic analysis of highway construction enterprises internal and external environment for start of highway construction companies face opportunities and threats and the strengths and weaknesses are; in complying with the market center to market-oriented basis of the principles of highway construction companies face sub-markets; constructed and coordinated business development strategy of differentiation and diversification of the marketing strategy of the system; to the highway construction business to develop long-term development strategy to provide effective reference.