龙元建设集团股份公司营销战略研究 一直以来，建筑施工企业对我国的经济建设都有巨大的促进作用，且建筑 企业的飞速发展往往能带动国民经济增长。不能否认的是，对龙元建设集团的 营销战略进行研究，对于促进公司形成综合性，一体化营销战略，提高公司业 绩，加大公司发展，促进企业进步，具有非常重大的作用。近些年来，建筑施 工行业发展十分迅猛，且发展态势愈发稳固，成绩亦是极其显著，在促进国民 经济发展的角色扮演中愈发关键。不过，由于市面上建筑施工企业不断增多， 市场竞争愈发激烈，故而，越来越多的压力被频繁施加在建筑工程企业中。怎 样以整个建筑施工市场作为大背景，而后根据整个时代发展模式，市场变化详 细规则，制定更加合理的创新型营销策略，以此来适应行业发展所需，显然， 已成为诸多专家以及企业优秀管理者关注的重要话题之一。 龙元建设集团是综合性的建筑工程施工企业，创立至今已近40年，因近年 来建筑市场竞争不断加剧，所以研究分析该集团的产品营销策略显得愈发必要。 要知道它对于促进公司营销工作的发展具有指导性的意义，且同时也可以为国 内相关中小型建筑施工企业的营销工作开展提供非常良好的参考以及借鉴，当 然，不能否认的是，这对于打开国际市场，同样影响十分重大，且意义较为深 远。本文主要是首先对龙元建设集团的基本情况进行简介，包括公司的营销现 状、所处背景以及目前的经营发展方向等等，其次，对龙元建设集团的原有经 营方式以及弊端进行详细介绍，提出营销策略方案重新设计的构想，接着将构 想理论与公司现有实际情况进行相互结合，对公司在建立以及成长的过程中所 经受的各类问题进行统一分析整理，而后根据相关资料，经由SWOT分析，STP 分析以及相关的市场营销、企业管理的方法，对公司所处的营销环境进行详细 剖析，并将其与公司内部的调查数据，营销情况，优劣势进行结合，以现代市 II 场营销学作为理论基础，提出新的战略营销思路，并由此进行国际市场化、一 体化、全面化的营销策略设计构想，最终制定创新型营销发展策略。 毫无疑问，我们可以非常确定的是，国际化、立体化、灵活高效的营销策 略的设计，全面完善的市场营销方案的设定，对于促进公司内部信息资源收集 整理，目标市场明确订立，良好客户关系产生，以及实力品牌打造都具有重要 意义，这是本文的主要核心研究成果。另外，通过此次营销策略的制定，龙元 建设集团可谓获益颇多，且诸多营销策略的产生，对于促进公司长远发展，提 高公司整体业绩，很有参考价值。 关键词： 建筑工程施工企业；市场营销；战略；实施策略 III ABSTRACT Research on Marketing Strategy of Longyuan Construction Group All along, the construction enterprises have a great role in promoting the economic construction of our country, and the rapid development of the construction enterprises can often promote the growth of the national economy. It cannot be denied that the research on the marketing strategy of Longyuan Construction Group can promote the formation of comprehensive and integrated marketing strategy, improve the performance of the company, increase the development of the company, and promote the progress of the enterprise. Have a very important role. In recent years, the construction industry is developing very fast, and the development trend is more stable, the achievement is also extremely remarkable, in promoting the national economic development role plays a more and more crucial role. However, due to the increasing number of construction enterprises in the market and the increasingly fierce competition in the market, more and more pressures are frequently applied to construction engineering enterprises. How to take the whole construction market as the background, and then according to the development mode of the whole era and the detailed rules of market change, to formulate more reasonable innovative marketing strategy to meet the needs of the development of the industry, obviously, It has become one of the most important topics that many experts and excellent managers pay attention to. Longyuan Construction Group is a comprehensive construction engineering enterprise, which has been established for nearly 40 years. In recent years, the competition in the construction market has been intensified, so it is necessary to study and analyze the marketing strategy of the group. To know that it is of guiding significance for promoting the development of marketing work of the company, and can also provide a very good reference and reference for the marketing work of IV domestic small and medium-sized construction enterprises. Of course, it cannot be denied that, This to open international market, also very important, and more far-reaching significance. This paper first introduces the basic situation of Longyuan Construction Group including the current marketing situation, background and current development direction of the company, and so on. This paper introduces the original management mode and malpractice of Longyuan Construction Group in detail, puts forward the concept of redesigning the marketing strategy and scheme, and then combines the conception theory with the actual situation of the company. Analyze and sort out all kinds of problems that the company experienced in the process of establishing and growing up, then according to the relevant data, through the SWOT analysis and related marketing, enterprise management methods, This paper analyzes the marketing environment of the company in detail, and combines it with the investigation data, marketing situation, advantages and disadvantages of the company, and puts forward a new strategic marketing idea based on the modern marketing theory. And from this international marketization, integration, comprehensive marketing strategy design concept, and finally formulate innovative marketing development strategy. There is no doubt that what we can be sure of is that the design of international, three-dimensional, flexible and efficient marketing strategies and the setting of comprehensive and perfect marketing schemes will promote the collection and collation of information resources within the company. The establishment of target market, the generation of good customer relationship and the creation of brand are of great significance, which is the main research result of this paper. In addition, through the formulation of the marketing strategy, Longyuan Construction Group can benefit a lot, and the emergence of many marketing strategies, to promote the long-term development of the company, improve the overall performance of the company, is very valuable