论建筑企业的市场营销

How to Deal with Marketing in Building Company

解析了市场营销的涵义及作用,阐述了市场营销在建筑企业中的特殊性和必要性。提出市场营销是信息的源泉、生产的龙头、产品价值的实现、企业资金的来源等观点。就建筑企业如何搞好市场营销,从建筑市场与其他行业市场的不同点和特殊性出发,对建筑企业自身状况、竞争对手、市场机遇等方面进行了分析和总结,认为建筑企业在搞市场营销中有若干不利因素,针对这些不利因素,应摆正市场营销在建筑企业中的位置,合理制定市场竞争战略、产品策略、营销策略、合作战略等措施。

:Based on the concept and function of marketing, this paper deals with the features and necessities, and proposes marketing is the beginning of information, is the leading section of production,is the realization of the product' value, and is the income of companies' capital. As for the methods of doing marketing well, based on the differences between the building marketing and the others, the author analyses the situation of the building companies, competitive opponent and discusses the strength and weakness about the companies' position, marketing strategies, product counter-measures and coordinate measures.