Research On Marketing Strategy Of 5BCSCEC Wall Company

The Guangdong-Hong Kong-Macao Greater Bay Area(GBA),Xiongan New Area and China(Hainan)Pilot Free Trade Zone planned by the state have triggered a new round of construction climax in China,and the building curtain wall industry has also ushered in a new wave of development opportunities.However,with the increasingly fierce competition in the building curtain wall market,as a state-owned enterprise,China Construction Fifth Engineering Divison Decoration&Curtain Wall Co.,Ltd.needs to maintain its competitive advantage,continuously expand its market share,increase corporate profits and enhance its status in the industry,thus achieving rapid and sustainable development.This paper expounds relevant theories of marketing,involving some theoretical basis,such as overseas and domestic research status,research on competitive strategy,marketing analysis,and summarizes and analyzes domestic and foreign marketing strategy theories and research methods.On this basis,this study analyzes the relevant information on the building curtain wall industry,including the market condition,the current operating state of the enterprise,the demand of the design system and the development trend.At the same time,combined with the specific situation of the enterprise,this paper analyzes its current operating state,main achievements and competitive environment,and uses SWOT analysis method to explore the advantages,disadvantages,opportunities,and crises faced by the enterprise.According to the enterprise’s target,market situation,product positioning and other aspects,this study specifies the marketing strategy for the enterprise,which includes four strategies related to product,price,channel,and service.Finally,combined with the market situation,the actual situation of the enterprise and the analysis results,this paper puts forward the specific implementation measures of the strategy,and gives detailed suggestions from the aspects of mechanism,culture,communication,employees and evaluation institutions.This paper conducts research on the marketing strategy of the enterprise by integrating theory with practice and reviewing relevant literature,formulating corresponding marketing strategies,based on the current situation of building curtain wall industry and the actual marketing situation of the enterprise,to help the enterprise improve its comprehensive strength and competitiveness and achieve healthy and rapid development.