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论文编号：	14215
作者编号：	2320213702
上传时间：	2023/12/8 17:32:41
中文题目：	建筑企业A公司市场营销策略优化研究
英文题目：	Research on Optimization of Marketing Strategy for Construction Company A
指导老师：	马连福
中文关键字：	关键词：建筑企业；市场营销；7Ps营销理论
英文关键字：	Keywords: construction enterprises; Marketing; 7Ps Marketing Theory
中文摘要：	自从党的十九大召开至今，国家社会发展已迈入了高质量发展速度的新时代。这个全新的市场氛围对建筑业也形成了影响。经济高质量增长带来了全新的技术要求，建筑业的细分产业也在进一步分化与完善，由解决中低端需要逐步走向解决中高端需要。新的城市基础设施将成为一个新的经济结构，规模不断扩展，在建筑业的市场方面提出了新的要求。分析营销环境的变化，优化和完善营销策略，已成为国内建筑企业在市场调整中实现市场竞争领先，抢占市场份额的迫切研究课题。 本文首先阐述了目前我国建筑业的发展状况、研究意义和对其科学研究的重要意义。以某建筑企业A公司为主要调研对象，利用宏观经济环境分析方法、产业环境五力模式分析方法、公司内外部环境SWOT分析方法，以计划营销的STP理论、7Ps等营销理论为依据，对A公司市场营销环境展开了广泛的研究。其次，通过考察A建筑公司的市场营销战略的基本现状，系统阐述了该公司在营销策略层面遇到的困难问题。根据相关信息，对原因进行了检查和分析。再次，利用STP理论对市场划分、目标市场选择和市场定位进行了验证，为营销策略的优化打下了基础。利用服务营销7ps等核心理论，提出了产品、促销、人员、过程管理的优化营销策略。最后，根据市场定位的结果和当前的营销问题分析，提出了技术、制度、文化、人才的相关保障措施。 论文的相关研究对A公司的市场营销具有重要的指导意义。通过深入研究，可以更好地了解市场环境，制定针对性的营销策略，提高市场占有率，发现新的市场机会和潜在客户，从而实现健康可持续发展，提高竞争力和市场地位。 关键词：建筑企业；市场营销；7Ps营销理论
英文摘要：	Since the 19th National Congress of the Communist Party of China, the country's social development has entered a new era of high-quality development speed. This new market atmosphere has also had an impact on the construction industry. High quality economic growth has brought new technological requirements, and the segmented industries of the construction industry are further differentiation and improvement, gradually moving from addressing the needs of the middle and low end to addressing the needs of the middle and high end. The new urban infrastructure will become a new economic structure, constantly expanding in scale, and posing new requirements in the construction industry market. Analyzing the changes in the marketing environment, optimizing and improving marketing strategies, has become an urgent research topic for domestic construction enterprises to achieve market competition leadership and seize market share in market adjustment. This article first elaborates on the current development status, research significance, and scientific research significance of China's construction industry. Taking a construction enterprise A company as the main research object, extensive research was conducted on the marketing environment of A company using macroeconomic environment analysis methods, industrial environment five force model analysis methods, and internal and external environment SWOT analysis methods. Based on the STP theory of planned marketing, 7Ps and other marketing theories, extensive research was conducted on the marketing environment of A company. Secondly, by examining the basic status of A Construction Company's marketing strategy, the difficulties encountered by the company at the marketing strategy level were systematically elaborated. Based on relevant information, the cause was checked and analyzed. Once again, the STP theory was used to validate market segmentation, target market selection, and market positioning, laying the foundation for optimizing marketing strategies. Utilizing core theories such as 7ps in service marketing, optimized marketing strategies for product, promotion, personnel, and process management have been proposed. Finally, based on the results of market positioning and analysis of current marketing issues, relevant safeguard measures for technology,system, culture and talent were proposed. The relevant research in the paper has important guiding significance for the marketing of Company A. Through in-depth research, it is possible to better understand the market environment, develop targeted marketing strategies, increase market share, discover new market opportunities and potential customers, thereby achieving healthy and sustainable development, improving competitiveness and market position. Keywords: construction enterprises; Marketing; 7Ps Marketing Theory
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