Research Of The Technical Innovation And Marketing In The Construction Enterprises

The construction industrial is one of the first several industrials which run business following the marketing during our national economy transforming time from planning to marketing. In early 1984 the State Department suggested that the construction enterprises should enter the market as a breach of the metropolitan reform. However some counterpart law or regulation tend to be lag off due to the fast development of the marketing economy. There are many problems at this special time, such as the underdeveloped market constitution, irregular dealing in the market, lacking of a standard, fair and regulated circumstances ,etc. The construction engineering enterprises might be in a sorry plight because they lack of proper instruction from correct market manage theory or be mal-transform in the inside management constitution. Some of them trade blindly and passively and can not adapt in the market environment, therefore become sluggish in competition even run into bankruptcy. To survive and get flourish in the competition, seize more share in the market, obtain better profits and realize the best disposition in resources, construction enterprises have to run business complying with marketing, that is market → enterprise → market.The technical innovation and marketing are two powerful pivot-joints to the construction enterprises and the combination of these two pivot-joints will be the doctrine and strategy for the further development. The technical innovation is the survival necessity, basement in the involving procedure and tactics for better competition to the construction enterprises. Technical innovation must guided by the market and it is the market that will be the first original and the final destination to the innovation. The marketing must be strengthened for market economy developing. Strengthening and optimizing the marketing will matter the companies survival and flourish directly. But the current application of the marketing is still confined in the commodity circulation fields to some generally meaning in our country and it is not that well developed in the construction field. So probing into the intrusive connection and reciprocal action mechanism between the technical innovation and marketing will be greatly beneficial to improving innovation and ameliorating the sales management, thus the total competition capacity of the construction enterprises will be booming finally.Based on widely references from the newest theory conclusions of the technical development and marketing, this thesis researches the mechanism of technicalinnovation in the construction enterprise from sustainable strategy development point of view. It has analyzed and studied systemically the propelling, prompting and decision-making mechanism in the construction enterprises. By utilizing modern marketing and management theory, this thesis has studied thoroughly the association tactics in the market of modern construction enterprise and placed great energy on elucidating the strategy of marketing from the prospect of marketing and construction enterprise future development. It has analyzed reciprocal effecting character and defined the relationship between marketing and technical innovation, therefore deduce the conclusions of the marketing action to lower the risk of technical innovation and the countermove to improve the technical innovation as well as marketing in the construction companies, hence it shows the inspiration and references for the forming of construction enterprises' core competition.