Research On The Service Marketing Mix Strategy Of China Construction Bureau

In recent years,the total output value of construction industry,the proportion of new contract volume decreased,industrial concentration index decreased,more than half of listed companies appear negative profit growth,the construction market gradually from the seller's market into a buyer's market.In 2016,Chinese building ranks twenty-seventh in the world top 500 enterprises,as the world's largest investment construction group,Chinese building in an annual decline in profits in the construction industry environment,relying solely on the existing marketing strategy has been unable to ensure that the industry leader position.In this paper,the first building of the group as the research object,its service marketing mix strategy for the construction of a systematic study.In this paper introduces the basic theory of 7P and the gap between service marketing and service quality model,through in-depth analysis of the Construction Group Marketing Management Bureau,pointed out the main problems in the marketing work of a bureau group construction.Based on the analysis of the characteristics and application of service marketing and the feasibility analysis of the development of service marketing mix in the first construction bureau group,the conclusion is drawn that the construction of the first group is suitable for the service marketing combination strategy.Using questionnaire survey to obtain data,using the SERVQUAL model to analyze the results of-the survey,this paper proposes to use the service marketing mix(7P)strategy to bridge the gap between the service quality gap model.Finally from seven aspects of products and services,channels,enterprise culture and brand,price,service personnel,exhibition design,process management of the overall proposed a group building service marketing suggestion.According to the construction enterprises in a group where the characteristics of the industry,designed a questionnaire for the construction enterprises,and ultimately to a group put forward the service marketing combination strategy,undoubtedly the research is beneficial to other competitors in a group in the service marketing practice the application of leading in the industry,win more market advantage.This paper has important practical reference value for the application research and implementation of service marketing mix in the construction industry.