Research On Marketing Strategy Optimization Of A Construction Company

Since the 19 th National Congress of the Communist Party of China,our country has entered a new era of high-quality development,the new development environment has brought a profound impact on the construction industry.The orientation of high-quality development leads to new demands,and the construction industry segment markets continue to differentiate and upgrade,from meeting low-end needs to mid-end and high-end needs.The supply-side policy of the construction industry shows many new trends,and new infrastructure has emerged as a new structural force in the construction industry,construction companies need to realize the conversion of new and old kinetic energy in building a new industrial ecology.Guangdong-Hong Kong-Macao Greater Bay Area,Xiong’an New Area,Shenzhen Demonstration Pilot Zone and other regional development strategies have frequently appeared,putting forward new requirements for construction companies in the regional market layout.Facing the profound adjustment of the market,in order to gain market share in the fierce competition,analyzing the changes in the marketing environment and optimizing marketing strategies have become urgent research topics for domestic construction companies to achieve market competitiveness.This article takes A construction company as the research object,first introduces the profound changes in our country’s construction industry and the background of construction enterprise marketing,and expounds the significance of the research.This article uses 4P and other marketing theories as the basis of analysis,and also uses macro-environment analysis,industry environment five-force model analysis,enterprise internal environment SWOT analysis,planning marketing STP theory and other related analysis tools to deeply analyze the marketing environment.Secondly,the analysis of the basic situation of A construction company shows the effect of its current marketing strategy,points out the company’s problems in product strategy,price strategy,place strategy,promotion strategy,etc.,and carries out reason analysis based on relevant data.Thirdly,this article uses STP theory to summarize the market segmentation,target market selection,and market positioning,which lays the foundation for the optimization of marketing strategies.Then,based on the marketing 4P theory and other basic theoretical frameworks,this article constructs the principles and ideas of the marketing strategy optimization design plan,and proposes the marketing strategy optimization design plan combining the existing problems of marketing and the results of market positioning,and gives specific measures.Finally,a support system is built to ensure the effectiveness of the optimization strategy.The research results of this article will provide theoretical basis and practical experience for A construction company to optimize product structure,expand market share,enhance market competitiveness,and promote high-quality development of enterprises.At the same time,it will also provide a model that can be used for reference for the optimization of marketing strategies of domestic construction companies.