Research On Marketing Promotion Strategy Of Prefabricated Construction Products Of JG Company

At present,a new round of economic competition is in full swing.All the developed countries in the world are trying their best to seek new development opportunities and looking for new economic growth points.In this situation,in order to obtain the new engine driven by economy,Germany first proposed the "industry 4.0" strategy,Japan followed closely behind with the "fifth industrial revolution" strategy,and the United States also launched the "re-industrialization" national industrial recovery strategy plan.In order to implement the strategy of manufacturing power,the Chinese government also put forward the strategic plan of "made in China 2025" at the right time,which emphasizes that green development should be driven and green manufacturing projects should be carried out vigorously.And assembly building is such a new strategic industry that can realize green drive and sustainable development.The low-carbon and energy-saving manufacturing process of prefabricated buildings and the green method of environment-friendly installation and construction will soon become the new development "outlet" in the market and become the leading product of Chinese manufacturing to the world.However,the application and promotion of prefabricated buildings in China is faltering and developing very slowly.This backward reality has seriously violated China’s concept of industrial power in the new era and seriously hindered the historical pace of Chinese manufacturing to the world.Therefore,it is great significance of how to actively promote assembly building methods,how to effectively market assembly building enterprises,and how to improve the bad situation of this industry as soon as possible.This article is locate in research on mechanism of prefabricated building industry market in our country,through the questionnaire survey method to do statistical study of the situation of domestic prefabricated construction’s market,then according to the system dynamics,the main influence factors restricting the marketing promotion of JG assembly building are analyzed,and then resolve the key influence factors based on the statistical results,and then create the marketing strategy of implementation promoting JG assembly building’s marketing.The first part of this paper is to summarize the previous marketing theories and the research results of prefabricated buildings;then through literature review,sorts out the pulse of marketing theory system,summarizes the changing process and development trend of marketing theory;after that,the marketing capability of JG’s prefabricated buildings was evaluated from the current development status of the prefabricated buildings,i.e.the comprehensive marketing performance of JG was finally evaluated by using envelope analysis method and entropy value method and AHP fuzzy method,then it is concluded that JG company’s current marketing capability is low,and it needs to further study the reasons influencing marketing promotion.Therefore,this paper studies the mechanism of marketing system of prefabricated construction’s market,analyzes the limitations of traditional marketing theories,the closure of the industry’s market,and positive externalities of the industry,and the marketing paradox.Next,based on the organizational marketing theory form the view of marketing system,thus,system dynamics is introduced to analyze the dynamic driving mechanism of marketing system through causal diagram,and the market environment is analyzed,then,the eleven main factors influencing the marketing promotion of JG company were obtained,and questionnaires were designed with those factors.then,four key factors were calculated by using SPSS factor analysis.At last,this paper targetedly formulated eight strategies of promoting JG company’s marketing of prefabricated buildings,and affirmed the effect of the strategy.