Research On Marketing Strategy Of Z Construction Company

Since the 19 th National Congress of the Communist Party of China,China has entered a new era of high-quality development.At the current stage,as one of the most important components of the economy,the construction industry needs to constantly transform and upgrade,including the upgrading of the operation and management mode of construction enterprises and the upgrading of construction products,to meet the new requirements of development.At the national strategic level,the coordinated development of the Beijing Tianjin Hebei region,the integration of the Yangtze River Delta urban agglomeration,the Guangdong Hong Kong Macao Greater Bay Area,the Yangtze River Economic Belt,the ecological protection and development of the Yellow River basin and other national regional strategic layouts were proposed,which had a significant impact on the market layout of construction enterprises.In order to rapidly transform and upgrade under the new economic environment,constantly enhance the competitiveness of enterprises,and improve the marketing strategy of enterprises,it has become a major issue faced by domestic construction enterprises.This paper takes Z Construction Company as the research object.After learning from the research results of domestic and foreign scholars,it describes the general situation of Z Company and the current situation of Z Company’s marketing business.Then,combined with the theory of marketing,using relevant tools,through the analysis of macroeconomic environment,Porter’s five forces model,advantages and disadvantages,opportunities and threats,we conducted in-depth analysis and research on its internal and external marketing environment,and pointed out the problems existing in the current marketing strategy of Z Company,including lack of competitiveness in price,serious product homogeneity,imperfect marketing network,poor collaborative marketing ability,etc,The causes of these problems are analyzed and studied,which include single product structure,high management cost,insufficient product extension ability,insufficient target market development,unreasonable customer structure,weak marketing management ability,etc.Finally,combined with the conclusions drawn from the analysis,the paper puts forward the overall idea of improving the marketing strategy of Z Company.Based on the current new market environment,industry environment and competitive environment faced by Z Company,it puts forward effective and feasible improvement and adjustment plans for the marketing strategy of Z Company in various aspects such as products,channels,promotions and prices,and also formulates relatively detailed safeguard measures.This paper adopts the method of combining theory with practice to apply marketing theory to the analysis and improvement of Z Company’s marketing strategy,and strives to provide theoretical support for Z Company to improve its marketing system,improve its marketing performance,optimize its product structure,expand its market share,and promote its rapid and sustainable development.At the same time,it provides reference and reference for the improvement of marketing strategy of domestic similar construction enterprises.