Marketing Research Of Overseas Project Contracting Of Chinese Construction Companies

With development of over 30 years, the overseas project contracting operations of Chinese Construction Companies continues to extend in field and covers more than 180 countries and regions. With the accelerating globalization and continuous deepening of the national "go global" strategy of China, more and more Chinese companies join in this business and the competition is getting fierce globally, which make these Chinese companies face higher standard and requirement. To improve the competitiveness, besides to enhance their strength, it’s critical to use marketing strategy and a proper application will improve the marketing result.The overseas project contracting should meet the various demand to enhance the marketing effect. The marketing of project contracting greatly affected by the macro-environment of located country and micro-environment of the company are different from common product marketing, so the effects of related marketing strategy on project marketing should be paid more attention. And the development features and market situation changing of different regions should be well known. With SWOT analysis method, the strength and weakness of construction companies, opportunities and threaten of project contracting market are analyzed and researched to assist Chinese companies to find target market and contracting direction, to apply effective international marketing strategy for the further development of overseas project contracting.The analysis and research on the current market situation of overseas projects contracting of Chinese companies find that the main market are still in the Africa, Asia and the Middle East region and the market share in Western countries with higher requirement is still low. Most of the projects contracted by Chinese companies are only construction project with low profit and due to the limitation of financing capacity, technical service level and contract management capacity, only a few companies have the ability to take over the popular project required integrated service, like BOT, PPP, and EPC, which seriously restrict the overseas market development of Chinese construction companiesOn the basis of the main current problems of the Chinese construction companies and the successful marketing experience of international large contractors, it is found that the application of marketing strategy in overseas projects contracting field should pay more attention on the enhance of market segmentation and market positioning according to the situation of themselves to capture the right market; should build a good image by well project reputation; should meet the various demand better than before by improve the product differentiation and service level, like financing service, technical service and project operation; should enhance the capability of taking over the project overseas by building the international market channel;should enhance the international public relationship management, like project owner, engineers, government, the public, to create a well marketing environment.