Research On Marketing Strategy Of A Branch Of Z Construction Group

Along with the ongoing improvement of China’s economic strength,the steady increase in the proportion of the total economic output to the world economy,the acceleration of the socialist new rural areas construction and urbanization,and the stable growth of disposable personal income,our country enters a brand-new era with high-quality development,which simultaneously has led the construction industry in China to experience rapid growth.As a pillar trade of the country,construction industry has huge development potential.In this new era,construction enterprises must have a correct understanding of problems and situation with the development behind this industry,attach importance to the emergence of new infrastructure construction as a new infrastructure strength,promote deepening reforms constantly,accelerate transformation and upgrading,build new industrial formats,innovate marketing strategies,and achieve the conversion of old and new kinetic energy.This thesis took a branch company belonging to Z Construction Group as the research object.In the introduction,the author presented the research background and elaborates on the significance of this research.A review about the current national and international research status followed by.This review was based on three aspects,namely the connotation and influencing factors of marketing,the influencing factors of the marketing in construction industry,and the marketing strategies and implementation measures applying to the construction industry.In the meantime,some relevant concepts and theoretical foundations were summarized and generalized.This thesis analyzed the marketing status-quo and existing problems of the branch company by checking literature,questionnaires,and personal interviews.Based on the 4Ps theory,relevant analysis tools such as PESTEL analysis and Porter’s Five Forces Model analysis are used to analyze the marketing environment in depth as a first step.Secondly,the author used the STP theory to analyze the market segmentation,target market selection,and market positioning,which lays the foundation for the formulation of marketing strategies.Finally,a conclusion was drawn,clarifying the feasibility of formulating and optimizing marketing strategies,analyzing the objective external marketing environment of the branch,formulating the branch’s marketing strategy,and the author also proposed some relevant guaranteed measures.This thesis will provide the branch company of Z Construction Group with not only a theoretical basis but also practical experience to achieve long-term profitable development goals,consolidate market share,and enhance market competitiveness.The same time,it will also provide valuable references for the optimization of marketing strategies of construction enterprises in China and abroad.