CAJ | 학술논문

为提高企业市场占有率和盈利能力,以经典的“4P”理论为指导,在分析建筑产品特性、形成过程及交易方式特点的基础上,比较得出建筑产品与一般消费品在产品、价格、分销、促销上存在着较大的差异.根据理论的基本原理,通过分析、筛选企业内部可控因素,针对性地提出了由企业能力、企业报价、企业形象、企业关系构建的工程总承包企业市场营销组合模型,并探讨了以相应的营销策略,企业在应用市场营销组合策略时需组合长期策略和项目策略,利用二者优势共同完成市场营销活动.
위제고기업시장점유솔화영리능력,이경전적“4P”이론위지도,재분석건축산품특성、형성과정급교역방식특점적기출상,비교득출건축산품여일반소비품재산품、개격、분소、촉소상존재착교대적차이.근거이론적기본원리,통과분석、사선기업내부가공인소,침대성지제출료유기업능력、기업보개、기업형상、기업관계구건적공정총승포기업시장영소조합모형,병탐토료이상응적영소책략,기업재응용시장영소조합책략시수조합장기책략화항목책략,이용이자우세공동완성시장영소활동.
To increase market sharing and profitability,by taking the classic 4P theory as a guide,this research is based on the analysis of the characteristics of construction products,formation process and ways of transaction. After the comparison between construction products and general products,it comes to the conclusion that there are great differences when it comes to their Product,Price,Place and Promotion. According to the basic principles of the theory,and through the analysis and screen of the enterprise internal controllable factors,it pertinently puts forward the general contraction enterprise marketing mix model constructed by enterprise Capability,Quotation,corporate Image and corporate Relations. And it also brings out that appropriate marketing strategies to increase market share and profitability. Enterprise applications marketing mix strategy need to combine long-term strategy and project strategy,when using their advantages to complete marketing activities.