Research On The Marketing Strategy Of ZJ Road&Bridge Group Based On PPP Mode

In this dissertation,the author use the marketing strategy of ZJ Road and Bridge Group in the infrastructure construction market under PPP mode as the research object,the purpose is to enhance the company's market share,improve its operating performance.Firstly,the concept of infrastructure and the marketing features of this field was introduced,Base on the comparison with the conventional patterns of engineering contracting and other modes of financing,works out the distinction of PPP mode and the traditional mode and the procurement processes and Operation method of PPP mode,and reviewed of the market marketing theory.Subsequently,the author introduces the basic situation of ZJ Road and Bridge Group,the development history of marketing of this company was summarized,analyzes the difference of marketing strategy between PPP mode and traditional mode and present situation of marketing of this enterprise selectively.Secondly,the author makes a deep analysis of ZJ Road and Bridge Group marketing environment.The first step,using PEST method to analysis the macro environment is analyzed from four aspects: political environment,economic environment,social environment and technical environment;the second step,the use of Porter's five forces model to analyze the competitive environment of the industry;the third step,use SWOT method to analyze the enterprise internal environment and matching analysis.Again,the author Combines with the characteristics of infrastructure construction PPP Market,subdivides the market according to the customer scale,industry diversification,regional diversification,and researches the market positioning strategy combined with ZJ Road and Bridge Group itself.Finally,the marketing mix elements of ZJ Road and Bridge Group are analyzed,Capacity,Relationship,Image,Price of these four marketing mix elements were selected,the author demonstrates the impact of various elements to the marketing,Put forward the marketing strategy suggestion of ZJ Road and Bridge Group under the PPP mode.