The Study On The Regional Market Strategy Of Hunan Construction Engineering Group

With Chinese’s entrance into WTO, the world economic came to an age ofintegration and informationization, the globalization of Construction market isstrengthened gradually, The domestic construction market has been fully open toforeign investment, which makes the Competition pattern produce profound changeagain and intensify the competition. The competition objects for the large-scalestate-owned construction enterprises include the not only companies with the samenature, but also state-owned enterprises, the private enterprises, and even foreigncontractors, the competition areas expand gradually from the local to other provinceseven abroad, the competition contents extend from the quality, price to the customersatisfacation, from the early marketing, construction management to service. At thesame time, the development of private enterprises are also gradually active, which hasa noticeable impact on the large state-owned enterprises, so the enetrprises shouldkeep pace with the change in construction industry environmental, innovating thecorporate strategies and establishing the maketing plans according to the new situationto ensure the market status.This article takes the Hunan Construction Engineering Group as the researchobject, combined with the relevant theories of marketing, according to industrycharacteristic, trying to provide a set of effective regional marketing plan. In theunderstanding of the domestic and Hunan construction market environment, combinedwith the company’s development history, current situation, we pointed out that thefuture development should focused on innovation, striving to high-end market,together with uprading core competition ability and management ability. After adetailed analysis of the compan’ys regional market environment, based on the SWOTmodel, we provided some information related to the company’s development strategicintention and strategic mission. After this, we pointed out the purposes of thecompan’ys marketing strategies, and the regional maket strategies should be realizingthe centralized management for the major clients all over the nation after building thebig Hunan. We also proposed a more scientific and reasonable strategies for theregional companies both inside and outside Hunan, pointed out the keys anddifficulties in the implementation of the strategies, and put forward the importance ofkeeping good relationship between the business units. At last, we proposed a series of measures from four aspects including marketing culture, management system, socialrelations together with service and brand to ensure the effective operation of thestrategies.