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论文编号：	5625
作者编号：	2220080862
上传时间：	2013/11/26 15:52:30
中文题目：	基于以项目为中心的施工企业市场开发研究
英文题目：	Project construction as the center of research and development based on the enterprise market
指导老师：	张玉利
中文关键字：	施工企业 市场开发 投标决策 经营效益
英文关键字：	construction enterprise market development bidding decisionmanagement benefit
中文摘要：	市场开发(Market Development)原是市场营销的方法，指可以应用人口统计市场、地理市场等方法开发新的区隔市场，突破进入现有市场。引入从事建筑业施工的企业，市场开发是施工企业为了满足国家和社会发展需要，在供求关系和价值规律的影响下，采取市场调研、投标决策等手段，从事以开拓市场规模、深化市场结构、获取经济利益为目的的一系列企业经营活动的总和。 市场开发的成功与否，是施工企业生存与发展的先决条件。解决市场开发的关键是项目投标决策。本文采用理论研究与案例分析相结合的方法，依据市场分析与预测理论、成本预算理论、项目招投标和决策理论，研究了市场开发的内涵、特点、风险、决策和运作过程，在归纳总结了国内外市场开发的发展与运用情况的基础上，结合施工企业特点与市场环境，提出“以项目为中心”的施工企业市场开发思路及科学合理、公平、公正、公开的发展方向，制定了一整套市场开发方案，具体包括市场评估与风险分析、经济分析、技术标书、项目投标决策、合同谈判等内容，并对开发成果的实施与收益预测提出宏观设想。同时，结合一条高速公路项目的市场开发过程进行案例分析，以实际的效果证明了该方案的可操作性。 本文的研究成果为施工企业在市场竞争日趋激烈的条件下，不得不应用科学的市场开发思路抢占市场，合理解决项目投标决策这一关键环节提供了一套理论依据。必将帮助国有施工企业依靠市场开发不断发展壮大。
英文摘要：	Market Development (Market Development) was originally a marketing approach, one that can use demographic market, geographic market and other methods to develop new market segments, to break into existing markets. Introduction of construction enterprises in the construction industry, market development is the construction business in order to meet the development needs of the state and society, under the influence of supply and demand and the law of value, resort to market research, bid decision, engaged to explore the market size, deepening of the market structure, economic benefits for the purpose of obtaining the sum of a series of business activities. Marketing success is the survival and development of construction enterprises prerequisite. Market development is the key to solving project bidding decisions. In this paper, the theoretical analysis and case study method of combining, according to market analysis and prediction theory, theory of cost estimates, project bidding and decision theory, the meaning of market development, characteristics, risk, and operational decision-making process, summarized basis of domestic and international market development and the utilization of the development on the combination of the characteristics of the construction business and market environment, that "project-centric" model construction enterprise market development and scientific and reasonable, fair, just and open development, developed a Entire market development programs, specifically including market assessment and risk analysis, content economic analysis, technical bids, project bidding decisions, contract negotiations, implementation and revenue forecasts and macroeconomic developments proposed idea. Meanwhile, with the market development process of a highway project case studies to prove the actual effect of the program operational. Results of this study for the construction enterprises in the increasingly competitive market conditions, had applied science market development model to seize the market, a reasonable solution to this critical aspect of the project bid decision provides a theoretical basis. Is bound to help the state-owned construction companies rely on market development continue to grow and develop.
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