施工企业市场营销策略探讨

针对营销学的最新发展和建筑业自身的特点,为了适应施工企业发展的需要,提出施工企业营销的方法.根据施工企业不同阶段的特点,对各个阶段的营销方法进行了探讨,即分析市场环境,投标前进行STP,在施工阶段实施定制营销.以及运用服务营销体系贯穿全过程,从而来保证企业获得稳定的市场.

Construction Enterprise Marketing Strategy

Based on the latest development of marketing and the characteristics of construction industry,in order to meet the needs of enterprise development,the paper proposed construction enterprise marketing methods.According to the different stages of the construction enterprise features,the various stages of the marketing methods were discussed.That is analysis of market environment;use STP before tender;implementing custom marketing in the construction phase and application service marketing system throughout the entire process,thereby ensuring that the enterprises can obtain a stable market.