本人完全了解西北大学关于收集、保存、使用学位论文的规定。学校
有权保留并向国家有关部门或机构送交论文的复印件和电子版。本人允许
论文被查阅和借阅。本人授权西北大学可以将本学位论文的全部或部分内
容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存
和汇编本学位论文。同时授权中国科学技术信息研究所等机构将本学位论
文收录到《中国学位论文全文数据库》或其它相关数据库。
保密论文待解密后适用本声明。
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西北大学学位论文独创性声明
本人声明：所呈交的学位论文是本人在导师指导下进行的研究工作及
取得的研究成果。据我所知，除了文中特别加以标注和致谢的地方外，本
论文不包含其他人已经发表或撰写过的研究成果，也不包含为获得西北大
学或其它教育机构的学位或证书而使用过的材料。与我一同工作的同志对
本研究所做的任何贡献均已在论文中作了明确的说明并表示谢意。
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摘要
摘要
目前，传统的建筑业仍然是劳动密集型和管理密集型行业。从行业领域来看，由于
“僧多粥少”的竞争环境，ZJ西北建筑公司房建业务的平均利润非常低，因此为了提高公
司未来在房建领域的占比额，需要在当今建筑市场不断细分的情况下，满足公司从中低
端市场向中高端市场的升级转变。同时，在公司内需相对不足和激烈的市场竞争及复杂
多变的市场环境下，针对眼下房建市场进行深入调节，在竞争暗涌中占据市场占有率，
解析房建市场营销活动内外部因素的变动、革新改良市场营销策略已成亟待研究的课
题。本文以 ZJ西北建筑公司为研究对象，以该公司现存的营销策略为调查研究的主体，
其目的是发现挖掘出在营销管理活动中存在的表浅或深层的缺陷，同时对于这些缺陷有
针对性的并且结合实际情况对该公司提出改进措施建议有效解决 ZJ西北建筑公司房屋
建筑业务现行的营销问题，提出解决方案，从而提高企业核心竞争力。
本文研究首先明确界定了 ZJ西北建筑公司房建业务当前所面临的营销风险，其次
在房建业务方面对营销管理的现状建立了明确的认知，同时利用 SWOT战略分析方法
列举了企业的优势和劣势。研究结果表明：ZJ建筑公司房屋建筑业务架构简单，缺乏核
心竞争力，企业呈现的实力不尽人意。因为行业的投资方向和客观壁垒的因素长期存在，
产业结构扁平，公司仅仅是在土建工程和房屋工程中重复进行低层次的竞争。因此，无
论企业规模有多大，综合经济效益都无法大规模提高，企业综合实力也难以更上一层
楼。本文通过 STP、4P’s营销策略组合以及项目风险营销管控的手段对 ZJ西北建筑公
司房建业务现行营销策略方案进行改进。最后通过加强组织保障和制度建设、人才保障、
资金保障、项目风险营销管控保障措施对营销改进方案更优化。
关键词:建筑公司，房建业务，营销策略
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西北大学硕士学位论文
ABSTRACT
At present, the traditional construction industry is still labor-intensive and management
intensive. From the perspective of the industry, due to the competitive environment of "more
monks than others", the average profit of ZJ northwest construction company's real estate
construction business is very low. Therefore, in order to improve the company's share in the
real estate construction field in the future, it is necessary to meet the company's upgrading
transformation from medium and low-end market to medium and high-end market under the
condition of continuous segmentation of today's construction market. At the same time, in the
company's relatively insufficient domestic demand, fierce market competition and complex
and changeable market environment, it has become an urgent research topic to deeply adjust
the current housing construction market, occupy the market share in the undercurrent of
competition, analyze the changes of internal and external factors of housing construction
marketing activities, and innovate and improve the market marketing strategy. This paper
takes ZJ northwest construction company as the research object and the existing marketing
strategy of the company as the main body of investigation and research. Its purpose is to find
out the superficial or deep defects existing in marketing management activities, At the same
time, for these defects, targeted and combined with the actual situation, put forward
improvement measures and suggestions for the company, effectively solve the current
marketing problems of housing construction business of ZJ northwest construction company,
and put forward solutions, so as to improve the core competitiveness of the enterprise.
Firstly, this paper clearly defines the current marketing risks faced by the real estate
construction business of ZJ northwest construction company. Secondly, it establishes a clear
understanding of the current situation of marketing management in the real estate construction
business, and lists the advantages and disadvantages of the enterprise by using the SWOT
strategic analysis method. The results show that ZJ construction company's housing
construction business structure is simple, lacks core competitiveness, and the strength of the
enterprise is not satisfactory. Because the investment direction and objective barriers of the
industry exist for a long time, and the industrial structure is flat, the company only repeats
low-level competition in civil engineering and housing engineering. Therefore, no matter how
large the enterprise scale is, the comprehensive economic benefits can not be improved on a
large scale, and the comprehensive strength of the enterprise is difficult to reach a higher level.
This paper improves the current marketing strategy scheme of real estate construction
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