| The construction industry has always been an indispensable and important part of my country’s industrial landscape,a pillar force for the,overall economic development,and an important indicator of national living standards.The development of the construction industry has driven the development of many industrial chains,and has always played a key guiding role in the process of promoting the vigorous development of the national economy.However,with the sound of my country’s sustainable development strategy,the extensive development path of high pollution,high energy consumption and labor-intensive traditional construction industry is facing huge challenges of transformation and upgrading.In addition,in the "14th Five-Year Plan",the development goals of the green and environment-friendly building industry have been further clarified,and the development prospects of prefabricated buildings have been further opened,and they have become the best alternative to traditional buildings.The high efficiency and energy saving of prefabricated buildings are just right.In line with the development requirements of the green transformation of my country’s construction industry,it has also become a key force gap to promote the advanced development of the industry.In order to meet the strategic implementation of national policies,local governments have issued a number of policy documents around the market promotion and implementation of prefabricated buildings,and with the changes in my country’s social demographic structure and continuous breakthroughs in construction techniques,the,development pattern of the prefabricated building industry And the market volume still has huge room for expansion.How to cater to the policy trend,do a good job in market control and marketing management,and continuously strengthen their core market competitiveness through technology overweight will be a question worth pondering for every prefabricated construction company.This paper takes HT Company as the research object,takes the current development bottleneck of its prefabricated building business as the problem orientation,uses PEST and Porter’s five forces analysis model to analyze the macro and micro market environment,and on the basis of clear advantages and disadvantages of its own factors,With the help of the SWOT matrix,it is matched to obtain the growth direction of the SO strategic proposition.Then,with the help of STP analysis method,the HT company was re-segmented by market dimension,and 9 target market segments were locked from two regions,overseas and domestic,and finally,the construction efficiency and cost performance were determined in the overseas market,and the domestic market was "ingenious national brand"."market positioning,and from the perspective of 4P marketing strategy,the product strategy focuses on the development of contracting models,the promotion of information-based production management,the extension of diversified prefabricated decoration business,etc.,and the price strategy focuses on cost,competition and demand.In terms of pricing,we focus on the development of multiple channels and incentive management in terms of channel strategy.In terms of promotion strategy,we continue to enlarge and improve the market awareness and promotion of HT’s prefabricated buildings from the three levels of advertising,personnel and public relations.Finally,mobilize the internal resources at the HT company level to provide the most comprehensive supporting measures for the implementation and execution of the marketing strategy from the four levels of finance,organization,culture and technology.The research of this paper is to enrich and deepen the existing marketing theory of prefabricated buildings,and it is also a systematic study of theory combined with practice for specific cases.It is hoped that it can help HT Company break through the current development bottleneck,and at the same time,it can also help similar business entities in the industry.Provide greater reference value for marketing development. |
