Research On The Marketing Strategy Of No.2 Construction Co.Ltd Of China Construction Third Engineering Bureau

As our country join the WTO, international engineering contractor, Hong Kong,Macao and Taiwan engineering contractor flows into the domestic construction market one after another, when the high level market is full of competition, at the same time, the developed tendency of nongovernmental enterprise is also developing rapidly. All of these are becoming the rigorous challenge to the large state-owned construction enterprise. How to handle the threat that brought by exterior environment change, how to take advantage of internal superiority of enterprise to build up its own key competitive power becomes an important research topic that the state-owned construction enterprise need to solve most urgently. In order to do this research, The thesis takes marketing strategic theories as guide, trying to make specific analysis on the basic of general environment,present condition of trade,competitive form,marketing pattern and developed tendency by a case studying of No.2 construction Co.Ltd of China construction third engineering bureau. Besides, this thesis explores how domestic construction trade request the complex competitive situation, how to adapt to the economic globalization and adopt various marketing methods after joining the WTO, thus builds its own competitive superiority and cultivates the key competitive power. Firstly the thesis starts from a few strategic problems which need consideration in No.2 construction Co.Ltd of China construction third engineering bureau, then draws the definition of marketing theory, and elaborates basic theory which on marketing choice, and as well as the structure marketing variety of organization and requirements of marketing creation caused by marketing environment variety. Secondly, this thesis carries system analysis on general environment of No.2 construction Co.Ltd of China construction third engineering bureau ,trade environment,trade concentration ratio and five kinds of competitive power in trade. The analysis of internal and external environment provides developed strategic intention and strategic mission information for the company. Furthmore, through the SWOT analysis of No.2 construction Co.Ltd of China construction third engineering bureau, this thesis has made a clear study of opportunities and challenge faced under the new situation, then put forward marketing strategy which includes marketing building,organization structure building,market subdivision,relationship marketing...etc. Finally, the thesis suggests that it should adopt some specific measures for reaching strategic destination. Facing the competitive domestic construction market, what do the lockstep marketing method and management to do is to wait for bankrupt. So we must study a set of system theory and method to reply the threat and meet the challenge. This text tries to analyze marketing strategy and brings in advanced marketing theories and methods from overseas to study how domestic construction trade reply the challenge of the globalization. This is a topic that needs to investigate continuously in practice, also hoping to develop a plan to the Chinese building trade and contribute my effort by this thesis.