Research On The Marketing Strategy Of China Railway Construction-SR Group

With the process of China’s reform and opening up for more than 40 years,the construction industry has become more and more important in the national economic life.With the progress of construction technology,the upgrading of construction technology,and the continuous expansion of the scale of the industry,china’s construction enterprises are developing in a positive direction,but with the cross of the domestic construction market and the continuous expansion of the international construction market,the market competition in China’s construction industry is becoming increasingly fierce,enterprises need to diversify development to meet the needs of the market,expand market share,construction enterprises need to study in-depth marketing strategy.In this paper,the China Railway Construction Corporation,a subsidiary of the world’s top 500 enterprises,is taken as an example,through literature research,investigation,interviews,using the basic marketing theory PEST analysis method,SWOT analysis method,porter five forces model to study the marketing strategy of construction enterprises,this paper puts forward a series of marketing problems,such as the stagnant production efficiency of the project under construction,the difficulty to achieve the expected product innovation results,the conservative price strategy,the imperfect channel and the single promotion media.To establish a complete set of marketing strategy for SR construction enterprise from the angle of 4P theory,through the improvement of products,reasonable bidding,the establishment of Engineering Information System,the promotion of media and other policies to improve the marketing strategy.Overall planning,through strengthening the organizational guarantee mechanism,strengthening the drive of Science and technology,staff motivation and the construction of enterprise culture,and other measures to ensure the implementation of marketing strategy,in order to achieve the transformation of enterprise business strategy,obtaining Competitive Advantage provides a brand-new theoretical perspective.In the increasingly competitive construction market environment,through in-depth marketing analysis,strategy improvement,mechanism to ensure the sustainable development of SR group made efforts.