Research On Marketing Strategy And Strategy Of A Construction Company With PPP Mode

The PPP model of public product supply in the domestic construction industry has been standardized and developed in recent years.At present,it has the following characteristics: First,the PPP model is one of the indispensable important investment models in the future,improving the supply efficiency of public products and forming a combination of benefit sharing and risk sharing.Second,the operation of PPP projects is gradually standardized,and the government has established strict and standardized PPP project screening standards,storage standards,and financial capacity requirements.Third,increasing the market share of PPP projects is an effective way for construction companies to increase profits.As a large state-owned construction company,A Construction Company has fallen into the business expansion dilemma in recent years.It must quickly adapt to the rapidly changing and reforming and innovative market,combine with the status quo of the PPP model and enter the mature period,and achieve an increase in market share from the traditional construction model To the whole process of investment and construction mode of PPP project investment and financing,construction and construction,operation management and transfer.Therefore,A construction enterprises adapt to the market strategy and strategy selection under the PPP model is a subject worthy of discussion.This article follows the research framework of the logical main line of designing questions,analyzing problems and solving problems.A construction company’s marketing environment is analyzed in depth.First,the PEST analysis method is used to analyze the market macro environment including political environment,economic environment,social environment,and technical environment.Second,the Porter’s five-force model is used to analyze the industry’s competitive environment.Finally,the SWOT method is used.Analyze the internal and external environment of the company,give a matching analysis,and put forward the outstanding problems such as the existence of resource relations and brand image to be improved in the marketing strategy and strategy of A construction company in PPP mode,no differentiation of market quotation strategies,and outdated internal marketing management system.The author analyzes the particularity of the PPP market and competitors,uses STP to analyze customer size,industry diversification,and regional diversification.In-depth study of market segmentation and target markets,combined with the characteristics of A construction company,researches market positioning strategies and strategic choices.The innovative conclusions finally come up with suggestions and measures for marketing strategy and strategy improvement under the PPP model of A Construction Company,including optimizing internal strategic planning and marketing management methods for A Construction Company,improving the company’s comprehensive capabilities,maintaining good relations and shaping Suggestions on good corporate image and formulation of differentiated quotation strategies.The innovation of the thesis is that the combination of the PPP model and the current situation of entering the mature stage after a major reshuffle is both a challenge and an opportunity.If the A construction company seizes the opportunity to seize the opportunity in the PPP market in the new stage,formulate a PPP project market that meets its own needs Marketing strategies have the effect of increasing market share and transforming business models.At the same time,the thesis finally put forward innovative improvement measures of marketing strategy and tactics under the PPP model of A construction company,which has direct reference value and has enlightenment and reference value to other enterprises,governments and financial institutions in the construction industry.Due to the limited ability and time of the author,this article will inevitably have inadequate contributions,such as imperfect solutions and insufficient innovations.