Research On Marketing Of Construction Company Based On Construction Supply Chain

Along with end of the transitional period for China joining WTO , the construction market of China will become part of international market, and the market of orther WTO member will be open to Chinese company also, the foreign construction company speed up the procedure of entering into Chinese market, meanwhile Chinese construction company also not only confine to domestic market, but also expand international market positively. More opening international construction market and the big domestic construction market create more opportunity for domestic construction company, at the same times, the challege became bigger and bigger.Face up to the drastic competition, construction company should advance the marketing ability which need huge and various resource, but any company can't possess all the resource in short time, so more and more construction company perceive the essentiality of the cooperation in marketing, pay more attention on the core ability which can share with other, meanwhile integrate the preponderant resource of other company,which make the competition between company become between supply chain. The supply chain management (SCM) cater to the development of the construction company, absolutely change the traditional marketing theory, make the center of marketing change from quantity increase to quality advance, and make the target of marketing change from low cost and high efficiency to marketing expand and high loyalty client. This paper introduce the construction supply chain (CSC) to marketing of construction company so as to design the construction company marketing model based on CSC.First, according to the characteristic of construction industry, this paper defined the CSC from two aspects, analyzed the characteristic of the CSC, and designed the frame system of the CSC. Further more, the influence which SC theory make to marketing management is analyzed, the marketing model for construction company is designed which make the relationship,cost,service and brand as four elements with integrating the advanced theory of marketing and analyzing the problem of traditional marketing. Then ,each step of the marketing is analyzed and researched, from the market analysis to market orientation, from market arrangement to market strategy, which form the construction company marketing system, and put forward the marketing strategy based on the above marketing model. The marketing resource integrating model based on SC is erected. The integrating method and strategy at resource of relationship,HR and information are analyzed to support the implementation of the marketing supply chain.The performance of marketing based on SCM is not only focus on finance, the customer's satisfaction,cooperation relationship and the like have become the main point, this paper analyzed the defect of traditional evaluation model, set up the performance evaluation model for construction marketing, and erected the three-layer performance evaluation index system, furthermore, their calculation method also be analyzed.The China State Construction Engineering Company (CSCEC) which is the leader of china building industry is taken as the specimen for case study of this paper, it will testify the research content. After analysis, we can find that CSCEC is good at market operation based on SC, apply the idea of cooperation and resource integration of SC into marketing, which make the success of CSCEC. Therefore, the omni directional cooperation become more and more important, which make the cooperation and competition impartibility so as to form the benign competitive condition of domestic construction company, furthermore, enhance the competitive capability of construction company to face up the drastic global competition.