Research On Marketing Strategy Optimization Of Engineering Procurement Construction Business Of China Construction Eighth Engineering Division Corp.,Ltd General Contracting Company

The construction industry is an important part of China ’s national economy.It has made important contributions to China ’s modernization and urbanization.It also has far-reaching significance for China ’s economy,social harmony and progress,and people ’s livelihood.As a direct-operated company of China ’s large-scale construction enterprise China Construction Eighth Engineering Division Corp.,Ltd,after years of rapid development,the general contracting company of China Construction Eighth Engineering Division Corp.,Ltd covers many fields such as engineering procurement construction,construction general contracting,municipal public utilities,infrastructure and so on.The overall operating efficiency of the company is also gradually improving.However,due to factors such as fierce market competition,unbalanced regional layout,and lagging marketing system construction,the company ’s original marketing strategy does not match the development needs of the engineering procurement construction business.Therefore,it is necessary to optimize the marketing strategy to adapt to the engineering procurement construction business market demand,customer demand and development needs.This paper takes the optimization of the marketing strategy of the engineering procurement construction business of the general contracting company of China Construction Eighth Engineering Division Corp.,Ltd.as the research topic.Firstly,based on the analysis of the macro and micro background of the engineering procurement construction business and the research status at home and abroad,this paper summarizes the development status of the marketing strategy of the engineering procurement construction business of the general contracting company of China Construction Eighth Engineering Division Corp.,Ltd.The problems and causes of the marketing strategy of the engineering procurement construction business of the company are deeply analyzed by means of interviews,questionnaires and legacy data analysis.Secondly,the macro environment and industry environment faced by the project engineering procurement construction business are analyzed by using PEST and Porter ’ s five forces model.SWOT matrix is used to analyze the marketing Strengths,Weaknesses,opportunities and threats of engineering procurement construction business.Then combined with the STP theory,the target market positioning of the engineering procurement construction business is analyzed,and the7 Ps theory is used to formulate the marketing mix optimization strategy from seven aspects : product,people,price,promotion,place,process and Physical evidence.Finally,in order to ensure the implementation of the marketing mix optimization strategy,the concept and key nodes of the strategy implementation are formulated,and the safeguard measures are formulated from the perspectives of human resources,culture and system,technology and financial funds.Based on the development trend of the construction industry and the marketing situation of the engineering procurement construction business of the general contracting company of China Construction Eighth Engineering Division Corp.,Ltd,this paper has formulated a diversified marketing strategy,which has certain guiding significance for the general contracting company of China Construction Eighth Engineering Division Corp.,Ltd to adjust the business structure,deepen the marketing layout,improve customer service and enhance the competitiveness of enterprises.It also has certain reference value for the healthy development of the engineering procurement construction business of the same type of construction enterprises in the industry.