基于4R理论的建筑劳务分包企业营销策略研究

Research on the Marketing Strategy in Labor Subcontracting Enterprises Based on 4R Theory

在激烈的建筑市场竞争环境下,劳务分包企业提高自身的队伍职业素质,采取创新的市场营销策略,树立企业品牌尤为必要。在分析和评述国内外建筑市场营销策略研究现状基础上,提出以"4R"营销理论为核心,以支持建筑劳务分包企业的业务承接模式为出发点,建立了由企业关联策略、企业反应策略、企业关系策略、企业回报策略构成的建筑劳务分包企业市场营销策略模型,并结合案例,分析该模型的实际应用。研究成果对提高我国建筑劳务分包企业的核心竞争力,促进企业持续、健康、快速的发展具有一定的参考意义。

It is very necessary for labor subcontracting enterprises to improve their professional quality, use innovative marketing strategies and establish a corporate brand in the fierce competition of construction market environment. Based on studying the marketing strategies in domestic and international construction market, it will be more suitable to select the marketing theory of 4R as the core and select the business models as a starting point. This paper will contrapuntally put forward appropriate marketing strategy mode with the related strategies, response strategies, relationship strategies and return strategies and analyse the practical application of the model combined with a case. The results of this paper will have a certain reference significance on improving the core competitiveness and promoting sustained, healthy and rapid development of the construction labor subcontracting enterprises in China.