基于TOC的建筑施工企业持续营销力研究

Study on Sustainable Marketing Competence of Construction Enterprise Based on TOC

市场营销是影响建筑施工企业生存和发展的关键工作,传统的营销管理方式已不能适应市场发展的需要。本文指出建立持续营销力是保证建筑施工企业持续发展的必要条件,并以TOC理论为依据,分析了建筑施工企业营销过程中的制约因素,指出企业的基础实力和营销-生产能力是构成营销力的两个主要因素。本文进一步分析了业主的需求和承包商的成本构成后得出结论:构建建筑企业持续营销力的关键是以优质的产品和服务赢取业主的信任,逐步建立同业主之间的战略合作关系,从而达到双赢的局面。

Marketing is the critical job to the development of construction enterprise. The traditional management mode of marketing cannot meet the development of market. The features of construction products are introduced in this paper. Based on TOC, the constraints of marketing of construction enterprise are discussed. Fundamental ability and marketing-production ablility are the two main component factors of marketing competence of construction enterprise. Based on the further analysis of the customers＇ demand and the cost structure of the contractor, conclusion shows that the key to win the market is to establish strategic partnership between the customers and the construction enterprise.