Research On The Target Marketing Strategies Of A Engineering Group Company

In recent years, with the deepening of China’s urbanization process, the infrastructure around the market in a certain period of time will keep the growth momentum, especially in urban rail transit construction market boom has entered a long time, which to all kinds of engineering and construction enterpriseprovide a good market opportunities, it also brings new challenges. In order to adapt to the requirements of the development of the industry initiative, with the changes in the environment of the domestic market, play a major role in the construction of China’s rail transportation engineering construction enterprises must continue to improve themselves in order to respond effectively to market requirements and changes. Therefore, the development of the market environment changes, timely adjust their target marketing strategies to better meet the market demand, so as to enhance the competitiveness of enterprises, promote the healthy development of the industry is important.In this paper, A engineering group company marketing environment analysis, combined with target marketing strategy theory and analysis of the relevant factors, the proposed A engineering group company target marketing strategy. In this paper, the content structure arrangements:Chapter one is Background and Purpose, introduced a target marketing strategy based on proposed research topic and clear purpose and significance of the theory, provide a theoretical basis for the correlation analysis of the back, and then introduce the ideas and methods of this study; Chapter two environmental analysis, A engineering group company’s internal and external environment, mainly through analysis, provide the basis for the formulation of marketing strategy for its target market; Chapter three is by A engineering group company target marketing strategic analysis to find the root of the problem; Chapter four is A engineering group company target marketing strategy adjustment is recommended; Chapter five is Conclusion clarify that the views and conclusions of the core. The author eagerly awaiting this paper can provide some useful methods and strategies to improve the market competitiveness of China’s state-owned rail construction company, to enhance brand value.