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论文编号：	7619
作者编号：	2220110588
上传时间：	2015/6/18 11:14:59
中文题目：	中建八局天津公司营销管理改进研究
英文题目：	Marketing Management Improvement Research On the China Construction Eighth Engineering Division CO. LTD (Tianjin)
指导老师：	赵伟
中文关键字：	建筑企业;市场营销管理;客户关系管理;营销项目投标
英文关键字：	Construction Enterprises; Marketing Management;Customer Relationship Management; Marketing Project Bidding
中文摘要：	伴随着国家经济的高速增长，城市化进程在不断扩大与加快，国家投资在基础设施建设领域的程度不断增加，建筑业迎来了一个新的发展高峰，面临着加快发展的大好机遇。中国建筑第八工程局天津公司（简称中建八局天津公司）是局直营区域公司。面对激烈的市场竞争，天津公司如何巩固现有的成果，维持长期的大客户，拓展新的领域在经营上取得更大的进步，是公司市场营销部一直在思考的问题。本研究就是在这样的背景下应运而生，结合公司标准化管理工作要求和部门管理工作实际，针对中建八局天津公司的市场营销工作提出标准化的管理要求，给出可供操作的市场营销策略，规范企业市场经营行为，理顺各层级职能，在公司内部整体树立全新的营销观念，深入发掘整合营销效能，为公司项目市场开发提供科学的决策依据，进一步提升公司营销工作质量和管理水平。文章共有六章内容。第一章绪论，首先介绍了国内建筑市场存在的激烈竞争和中建八局天津公司面对竞争时追求在营销领域取得进步的背景情况，给出了研究的意义所在，并提出了论文的研究框架，针对市场营销领域的相关理论进行了论述。第二章包含三部分内容，从公司的发展现状、组织结构入手，对企业发展进行了概述。然后对天津公司的市场营销工作现状进行了表述，并提出了营销工作中存在的主要问题。最后，总结归纳了我国建筑市场的主要特征以及建筑施工企业的市场营销特点。第三章的三节内容，包括了公司的营销组织机构及工作职能设置、涵盖标准化资料管理等在内的市场营销基础工作管理、客户关系管理的运行和取得的成果。下一章分别对立项评审管理、项目启动管理和投标程序管理进行了详细叙述，最后绘制了一张详细的营销项目投标管理流程图。论文第五章包括两节内容，分别论述了营销费用和营销绩效的管理办法，同时提出了营销处罚的办法。第六章针对公司市场营销策略实施过程，提出应注重与其他单位的配合，注意聚焦高端市场、高端客户、高端项目，严格执行“七不接”工程，注重加强体系建设，提升营销驾驭能力，并进一步加强内部协调资源整合力度。文章的最后一部分是全文的结论与展望部分，包括了研究的主要结论、研究中存在的不足和对未来的展望。
英文摘要：	Along with the rapid growth of the national economy, city in the expanding and speeding up the process, the degree of national investment in the infrastructure construction field increasing, the construction industry has ushered in a new peak of development, facing a great opportunity to accelerate the development of. China Construction Eighth Engineering Bureau of Tianjin Corporation (referred to in the construction of eight Tianjin Corporation) is the office camp area of the company. Facing the intense market competition, the Tianjin Corporation how to consolidate the existing achievements, maintain long-term big customers, expand new areas to make greater progress in the management, is the company's marketing department have been pondering. This study is to emerge as the times require under such background, combined with the company standardized management requirements and management of Department of practical work, in view of the Tianjin Corporation marketing work requirements and standardized management, marketing strategies are presented for the operation of the market, to regulate the operation of enterprises, rationalize the functions of each level, within the company the whole set up new marketing idea, explore the integration of marketing effectiveness, to provide scientific decision-making basis for the company project market development, further enhance the company marketing the work quality and management level. There are six chapters of the thesis. The first chapter is the introduction, first introduced the fierce competition existing in domestic construction market and in the construction of eight Tianjin Corporation face competition when the pursuit of the background situation of progress in the field of marketing, given the significance of the research, and puts forward the research framework of the dissertation, according to the related theory of marketing field are discussed. The second chapter consists of three parts, starting with the current situation of the development, the company's organizational structure, the enterprise development are outlined. Then the present situation of marketing work for Tianjin Corporation are described, and some main problems still existing in the marketing work. The final part summarizes the marketing characteristics of construction market in our country and characteristics of construction enterprise. The third chapter three section, including the company's marketing organization and working functions set, covering the standard data management, marketing management foundation work, customer relationship management and operation and achievements. The next chapters to review management, project management and project management to start the bidding procedures are discussed in detail, finally made a detailed bid process management flow chart. The fifth chapter includes two sections, respectively discusses the marketing costs and marketing performance management approach, and puts forward the marketing punishment measures. In the sixth chapter, the marketing strategy of the company the implementation process, proposed should pay attention to cooperate with other units, attention focused on high-end market, high-end customers, high-end projects, the strict implementation of the "seven not" project, focus on strengthening the system construction, improve marketing ability, and further strengthen the internal coordination efforts in resource integration. The last part of the thesis is the conclusion and Prospect of this dissertation, including the prospect of research problems, the main conclusion, in research and the future.
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