Research On Marketing Strategy Of Large State-Owned Construction Enterprises

In order to enhance the competitiveness of construction enterprises in the market competition,this paper takes T Company as the research object,proceeds from the actual situation of enterprises and applies modern marketing theory knowledge to conduct in-depth analysis and Research on the current construction market.Find out the problems in T company's current marketing work,and put forward a scientific and operational marketing design plan.This design scheme will be continuously improved through the specific practice of enterprises,which will make the understanding of marketing theory more mature,and realize the scientific management and sustainable development of enterprises.At the same time,it can provide some reference for similar enterprises to formulate marketing strategies.Through the analysis of the current development of T company and its marketing mode,this paper finds out the main problems and shortcomings.In order to solve these problems,PEST analysis method is applied to analyze the external environment of enterprises: political environment,economic environment,social environment and technological environment.Porter's Five Forces Model is used to analyze the competitiveness of stakeholders in the production chain of enterprises.SWOT theory is used to analyze the enterprises themselves and STP theory is used to analyze the market positioning of enterprises,which makes enterprises internal and external.The ministry environment has a more scientific and clear understanding.In this paper,modern marketing theory is applied to design the marketing strategy of enterprises in the scope of engineering construction business.According to 4Ps theory,the design framework of marketing strategy is built.At the same time,the advanced ideas of 4Cs theory and 4Rs theory are integrated and the marketing strategy is designed.In order to make the design plan have actual effect on the enterprise,this paper puts forward the implementation suggestions from the perspective of the implementation of the plan and according to the current management situation of the enterprise,and puts forward the safeguard measures for the implementation.Hope to promote the implementation and Realization of enterprise marketing strategy.