Research Of Construction Enterprise Market Development Strategy

The high speed of our economic development, the rapid growth of enterprises, the forming of the intensive enterprise groups and multinationals, the further reforms of enterprise systems and mechanism, and the ever-changing of the macro-&-micro-economic environment, all have set us contriving on how our enterprises can develop steadily, how to secure a sustainable development for marketing, and how to strengthen the competitiveness and risk-resisting competence for the enterprise. With China's entry of WTO, especially the economic globalization, our building industry is challenged with global-wise competition. It has thus been a very severe issue for enterprise survival whether a marketing development strategy can be made which can meet the needs of the times and enterprises.With China's economy having entered into a high-speed growth phase, the construction of infrastructures is now in great demand, which means very good opportunities to building industry. However, many problems keep arising with new laws and regulations being framed, productivity relations adjusted, and other environmental elements changing constantly, which has perplexed the enterprise a lot. With a view to resolving such perplexity, the author has attempted to conduct an investigation on the marketing strategy of the 13th Engineering Group of MOR by referring to the strategy theory and the practicality of the Group.The paper first analyzes the present situation of the Group, its macroeconomic environment and industry background, its economic period, the problems resulting from economic globalization, and the good opportunity of Western Development and Revival of Northeast. Then, the paper goes on to analyze, by drawing on SWOT, the advantages, disadvantages, challenges and threats, the motorway and railway marketing and other marketing of the Group in the recent 3 years, and how the Group decided on its marketing...