| Through analyzing the development trend and competition situation of construction fire protection industry, according this industry facing competition situation and Sichuan's market traits, using modern marketing theory and science analyze method , combining traits of construction fire protection engineering business and traits of this industry's consumers , this article educed Chengdu Tianfu Fire Protection Engineering Company's marketing strategy.Firstly, through reviewing develop process of Chinese , especially Sichuan, construction fire protection engineering industy , this paper analyze problems that Chengdu Tianfu Fire Protection engineering company faced years ago , and point that studying company's marketing strategy of construction fire protection engineering business is very important significance; and from macroscopical situation point of view: chance and challenge from jointing WTO and competition of industry, analyzing develop circumstance of construction fire protection business.Secondly, through segmenting marketing, and combining business traits of Chengdu Tianfu Fire Protection Company, ascertain that undertaking all kinds of construction fire protection engineering business is Company's aim market; ascertain market orientation of Company's all business; and then, aim at choosed aim market, combining idiographic product of constructional fire protection, through discussing marketing strategy of product, consumer relation management and market exploiture strategy, sum up marketing strategy of Chengdu Tianfu Fire Protection Company.Finally, this paper using actual case, demonstrate these marketing strategies application in actual.According above marketing strategies, business of Chengdu Tianfu Fire Protection Company have developed rapidly in 2003 and 2004. Now, Company pay more attention to bid of projects, and change gradually noncooperation formerly; and incalcuted many engineering manage persons that whom have ability of creation and cooperation. |
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