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论文题目＝HT公司装配式建筑业务营销策略研究
学科专业：工商管理
＝
学员姓名张元景签名S
学员
I ５
旨导教师陈敬东教授导师名I
签
摘要
一
建筑行业直都是我国产业版图不可或缺的重要组成部分，也是整体经济发展的支
＾
型力量，更国生水的重标。业的业
柱是民活平要反映指建筑行发展带动着众多；链的齐
一
，经
头并进在促进国民济蓬勃发展的进程中直发挥着关键性的引导作用。但是随着我
国可持续发展战略号角的吹响，传统建筑行业高污染、高能耗、劳动密集的粗放式发展
“”
路径面临着转型升级的巨大挑战。加之十四五规划中对绿色环眕徒ㄖ捣⒄鼓?
一
一
，
标的进步明确装配式建筑的发展前景被进步打开，也成为了传统建筑最优的替代
，
品选择装配式建筑的高效和节能正好契合我国建筑行业的绿色转型的发展要求，也成
业口。
为助推行进阶发展的关键力量缺为了迎合国家政策的战略执行，各地政府围绕装
配式建筑的推广和，且口
市场落地颁布了多项政策文件并随着我国社会人结构的变化、
建筑工艺技法的不断突破，装配式建筑行业的发展格局和市场体量还有巨大的待扩展空
间。投身其中的企业如何迎合政策风向、做好市场管控和营销管理、通过技术加码不断
一
强化自身核心市场竞争力，都将是每个装配式建筑企业值得深思的问题。
论以HT公司为研宄对象，以其装配式建筑业务目前的发展瓶颈为问题导向，运用
pEST和波特五力分析膒驼攵院晡⒐凼谐』肪辰衅饰觯⑶以谧陨碛帕邮埔蛩孛魅返?
基础上，借助SWOT矩阵为其匹配得到SO战略主张的增长型方向蠼柚鶶Tp分析方
法对HT公司进行市场维度的重新细分，并且从篗夂凸诹礁銮颉胺段ǎ垢觥蹦勘晗?
分市场，最终在篗馐谐∪范ㄊ┕ば屎托约郾炔⒅兀⒐谑谐〗承拿褡迤放频氖?
场定位，并且从４p营销策略角度出发，在产品策略上注重承包腏降目ⅰ⑿畔⒒?
管理的推进、多元化装配式装修业务的延展等，在价格策略上注重成本、竞争和需求定
价，在渠道策略方面注重多元渠道的开发和激励管理，在促销推广策略方面，从广告、
人员和公共关系三个层持续放大提升HT公司装配式建筑的市场认知率和推广度詈螅?
调动HT司的内部资从财务、、和技术四层营销策略的落和执
公层面源组织文化个面为地
行提供最全面的配套盪洗胧?
论文的研究是对现有装配式建筑营销理论的丰富和深化，也是针对具体案例展开的
理论结合实践系统化研宄，螹芄话镏鶫T公司突破目前的发展瓶颈，同时也能给业内
周营体的销发价值。
类经主提供更大营展参考
【关键词】装配式建筑；市场定位；营销策略
【论文类型】应用研宄
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n 西安理工大学工商管理硕士学位论文
This paper takes HTCompany as the research object,takes the current development
bottleneck of its prefabricated building business as the problem orientation,uses PESTand
Porters five forces analysis model to analyze the macro and micro market environment,and
on the basis of clear advantages and disadvantages of its own factors,With the help of the
SWOTmatrix,it is matched to obtain the growth direction of the SOstrategic proposition.
Then,with the help of STPanalysis method,the HTcompany was re-segmented by market
dimension,and 9target market segments were locked from two regions,overseas and
domestic,and finally,the construction efficiency and cost performance were determined in the
overseas market,and the domestic market was "ingenious national brand".”market
positioning,and from the perspective of 4Pmarketing strategy,the product strategy focuses on
the development of contracting models,the promotion of information-based production
management,the extension of diversified prefabricated decoration business,etc.,and the price
strategy focuses on cost,competition and demand.In terms of pricing,we focus on the
development of multiple channels and incentive management in terms of channel strategy.In
terms of promotion strategy,we continue to enlarge and improve the market awareness and
promotion of HTs prefabricated buildings from the three levels of advertising,personnel and
public relations.Finally,mobilize the internal resources at the HTcompany level to provide
the most comprehensive supporting measures for the implementation and execution of the
marketing strategy from the four levels of finance,organization,culture and technology.
The research of this paper is to enrich and deepen the existing marketing theory of
prefabricated buildings,and it is also a systematic study of theory combined with practice for
specific cases.It is hoped that it can help HTCompany break through the current development
bottleneck,and at the same time,it can also help similar business entities in the industry.
Provide greater reference value for marketing development.
【Key Words】Prefabricated buildings;Market positioning;marketing strategy
【Paper type】Applied Research
III 目录
1导论.........................................................................................................1
1.1选题背景...........................................................................................1
1.2研究意义...........................................................................................2
1.3研究内容与方法...............................................................................3
1.3.1研究内容..............................
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