Research On Marketing Promotion Strategy Of Sany Construction And Assembly Building

With the continuous deepening of the concept of sustainable development,industrialization of buildings,greening and fabricated buildings have become hot spots in the construction industry.Prefabricated buildings can overcome the shortcomings of traditional residential construction period,low engineering quality and safety,and high pollution.At the same time,they have the advantages of diversified functions,integration of construction and decoration,diversified design and standardization.They are green,safe and efficient.The construction method has been vigorously advocated by the government departments of our country in recent years.However,at present,China's prefabricated buildings are still not popular,and the utilization rate is relatively low.There is no virtuous circle in the market.In addition to the fact that the technology is not mature enough,the cost is higher than that of traditional buildings and the uniform quality inspection standards have not yet been formed.A large part of the reason is that the concept of prefabricated buildings is still very new to the public.Many consumers and building developers lack sufficient understanding of prefabricated buildings,and they also hold certain security and various functional advantages.The suspicion is not high.Therefore,for enterprises that develop prefabricated buildings,it is necessary to develop a high-quality and feasible comprehensive marketing promotion strategy to enhance the public's recognition of prefabricated buildings,promote consumers'attempts and gradually prefer to purchase such new buildings,and ultimately promote the construction.Developers and contractors widely use proven methods of prefabricated buildingsIn 2012,Sany Group entered the field of modernization of the construction industry,and its subsidiary,Sany Construction Technology Co.,Ltd.,will "use smart equipment to empower the construction industry" as its mission,and will "make the world's architecture better and faster." "Cheap" as the company's vision,is committed to the use of advanced equipment manufacturing technology and industrial Internet of Things technology to promote the transformation and upgrading of the traditional construction industry.This research takes Sany Construction and Assembly Building as the research object.On the basis of analyzing the existing problems of the marketing promotion strategy of Sany Construction and Assembly Building,it analyzes its macro and micro depth deeply and comprehensively.The marketing environment points out the advantages and disadvantages of Sany Construction and the opportunities and threats brought by the external environment for its development,providing real basis and scientific guidance for the target market selection and market positioning of Sany Construction and Assembly Building.On the basis of improving the existing marketing and promotion strategies from four aspects of advertising promotion,personnel promotion,sales promotion and public relations promotion,and giving them protection in organization,technology,manpower and management,and ultimately improving the public's assembly of buildings.Cognition,understanding and trust increase the confidence of building developers in prefabricated buildings.And to provide reference for the formulation of marketing and promotion strategies for other companies engaged in assembly-type construction,and accelerate the industrialization process of China's construction industry.