An Strategic Research On Marketing Of The Third Engineering Group Co. Ltd. Of China Railway

Marketing is the natural outcome when the competition in market is coming to a definite stage, this makes people more and more being concerned about it. The construction and building enterprises have to make a serious study and perform the marketing strategy if they wish to keep themselves undefeated and have a good development in the process of competition.Marketing is the foundation stone to any enterprises in respect of their survival and development. It is just recent years that the construction enterprises begin to accept the idea and theory of marketing and put them into practice. For a long time marketing is not paid sufficient attention to by the high-level personnel in the construction enterprises, many people wrongly regard the marketing function simply as the affairs of public relation. In recent years more and more clients begin to enjoy sorts of new service modes that show outstanding superiority, such as the emergence of BOT and BOOT methods, these have encouraged the contractors to increase the demand for marketing management and even this demand is becoming more important day after day. Now the marketing is no longer regarded as something that is subordinate or may be useful and may not be useful, reversely it is a fundamental tool for maintaining and enlarging the business.As a traditional construction enterprise, the scientific marketing consciousness of the Third Engineering Group Co., Ltd. of China Railway (hereinafter referred to: TEGCCR) is still not mature, its scientific and available marketing strategy is not completely formed. The author here expects to make a deeper research for drawing up and putting into practice of the marketing strategy in combination of his own working experiences and on the basis of the actual practice of marketing by TEGCCR coordinating with the marketing theory. The author proceeds from the present status of construction industry and analysis of on-going trend, and point out the opportunities and challenges faced by the construction industry; the preliminary judgement is given out about the advantages, disadvantages and the current position of TEGCCR by the comparison and analysis of therelevant enterprises within construction industry, the SWOT method is also used to make a systematical analysis for the environment and capability factors of TEGCCR. On such a basis the basic design of marketing strategy for TEGCCR is therefore put forward. It is pointed out that the first thing to do is to have the marketing concept rooted in the minds of all administrative personnel and the study of marketing strategy should be the crucial work for the development strategy of TEGCCR. Without correctly positioning its industry and products and the according marketing strategy, then the organization positioning and the development strategy of the enterprises will be baseless. It is necessary to further change the thinking, to deeply master the position of construction industry strategy, to scientifically position the industry structure, product structure, to delimit the regional markets and make the breakdown division of markets of TEGCCR. The new core competition capability should be fostered constantly while enforcing the competitive advantages in traditional construction market. It is also indicated that TEGCCR must take a "walk-out" strategy and form a new increasing development area as the domestic and foreign market is tending to become integrative.Marketing is not only an important theoretical subject, but also it has strong practicality. Drawing up and putting into practice of the marketing strategy will be sorted out as being different in different enterprises, the enterprises should adopt what are suitable to them. In this article the study research is a phased achievement, it is expected to be deepened and made more perfect.