Research On The Marketing Strategy Of Northwest China Of The Prefabricated Building Business Of CSCEC

Construction industry has always been the important pillar industry of the economic development of China.With the continuous advancement of China’s urbanization process in recent years,the marketing competition of traditional construction market has become more and more fierce.With the rapid development of China’s economy in recent years,the requirements for building quality and environmental protection are also constantly improving,and the construction industry is facing optimization,transformation,and upgrading from the traditional extensive development to the new industrial development of construction.Since the reform and opening-up of China,the human capital in our country is becoming more and more high because of the demographic dividend is falling.In recent years,we found that the average age of workers engaged in traditional construction is getting older,and the new generation of young people have their own ideas and job opportunities,less of them are engaging in the field of traditional construction.This is also the inevitable trend of China’s economic development to the present stage.Against this background,Premier Li Keqiang stressed in the“2016Government Work Report”that our country should actively promote green buildings and building materials,vigorously develop steel structures and prefabricated buildings,and improve the standards and quality of construction projects.Review of the history of the construction industry of developed countries,such as Europe and America,you will find that the transformation from the mode of traditional extensive construction led by human resources to the mode of industrial construction will become the inevitable choice of history.The prefabricated buildings will become the consequent development trend in future.This study focus on the research on the marketing strategy of northwest China of the prefabricated building business of CSCEC,and choosing the stagnation of new business development in northwest China market in recent years and the existing problems in the current marketing situation of CSCEC as the research direction.Meanwhile,using PEST method to analyze the macro environment of northwest China market of CSCEC faced.Through literature review,the secondary data analysis is carried though the data released by the National Bureau of Statistics to analyze and judge the development trend of the construction industry;while porter’s five forces model is used to analyze the competitive environment.The analysis of internal environment of CSCEC is carried out by combining internal data and resources owned by CSCEC.The key information such as strengths,weaknesses,opportunities and threats of the internal and external environment of northwest China market of CSCEC,the match analysis is completed by using the SWOT matrix.Meanwhile,the ST development strategy is formulated based on the analysis of the current situation of the northwest China market.Finally,based on the 6Ps combination marketing theory,the strategy combination of marketing elements is reformulated in the northwest China market.At the same time,in order to ensure the smooth implementation of the northwest China marketing strategy,the suggestions on supporting measures are made in four aspects,such as organization,technology,human resources and capital.Through this study,it is hoped to provide some valuable advices for enterprises that interested in developing prefabricated building business in northwest China in future,and give reference to the scholars engaged in research of building marketing.