| China’s construction industry is developing very rapidly,its scale is constantly expanding,its technology is constantly improving,and its comprehensive strength has been significantly improved,which has made outstanding contributions to China’s economic and social development.In the environment of economic globalization,due to the continuous increase of construction enterprises,but the construction market is very limited,the threshold of the construction market is gradually lowered,resulting in excessive productivity and oversupply.Therefore,it is particularly important for construction enterprises to pay more attention to marketing.It plays an important role in the sustainable development of China’s construction enterprises to formulate marketing strategies matching with enterprise strategies.This paper chooses the topic of "the marketing mix strategy of G state-owned construction enterprises",takes the research of G state-owned construction enterprises and the marketing mix strategy as the research object,with the help of the relevant theories of marketing,and combined with the actual situation of the industry and the company,studies the marketing environment of G company.First of all,this thesis introduces the basic situation of G company from three aspects:the development process,organizational structure and human resources.In order to analyze the marketing situation of G company more scientifically,this paper intercepts the completion of economic indicators of G company in recent four years,and analyzes the problems existing in the marketing of G company combined with the actual situation of G company.Secondly,in order to study and design the marketing strategy of G company more objectively and reasonably,the author uses PEST analysis method,Porter Five Forces Model and SWOT analysis method to systematically analyze the internal and external environment and the marketing ability of G company,which provides a theoretical basis for the research and design of marketing strategy of G company.Finally,in order to make a more suitable marketing strategy for G company,and to use STP theory to locate the target market of G company,and to take the problem as the guidance,the marketing strategy of G company is researched and designed.In order to further ensure the implementation of the strategy,according to the actual situation of G company,the measures to ensure the realization of G company’s marketing strategy are formulated,so as to ensure the smooth development of G company’s marketing work and the development of construction market.The research of this paper is of great significance to G company marketing,which is conducive to G company to improve its market development ability and realize the sustainable and healthy development of G company.At the same time,the relevant research results provide new ideas and directions for the marketing of similar construction enterprises,which has certain theoretical and practical significance. |
