Research On Marketing Strategy Of Construction Engineering Information Management Platform Based On BIM Technology

With the support of the country’s new infrastructure policies in recent years,new infrastructure-related industries that provide services such as digital transformation,smart upgrading and integrated innovation have boomed.New technologies such as 5G,artificial intelligence,big data and blockchain are maturing and playing a key role in urban development and operation.At present,many cities in China have comprehensively accelerated the intelligent transformation process of the 14 th Five-Year Plan,and a new round of trillion-level new infrastructure market is about to explode.The building data management platform developed by HM Company based on BIM technology came into being.Building product data management platform based on HM company as the research object,first of all,on the basis of analyzing the characteristics of project of information industry products,collected by industry,enterprises related statistical data,the integrated use of porter five models,PEST analysis,for the products of the company’s external competitive environment and the present situation of internal environment is analyzed.Secondly,through SWOT analysis,the paper finds out the obstacles and advantages of product promotion,so as to find the entry point for the development of marketing strategy.Finally,the target market is positioned by STP theory,and a 7P combination marketing strategy based on service marketing and relationship marketing based on product characteristics is proposed.Research of this paper provides the actual case of HM company information management platform,to provide the company the product market competitive position has certain research significance,and on other same type products found in the clear target market,market positioning,develop appropriate marketing strategies has a certain guidance and reference significance.