With the rapid development of China's market economy, especially under the new environment of global economic challenges after China's accession to the WTO, China has regarded the construction industry as a pillar industry of the national economy, which has become one of the main driving forces for the current economic development and given the construction industry a new historical mission. This is both a new opportunity and a severe challenge for China construction enterprises. How to improve the competitiveness of construction enterprises is a key issue. Therefore, this paper makes a preliminary discussion on the implementation of marketing strategy of construction enterprises from the aspects of establishing marketing concept, building brand awareness, improving the technical innovation ability of enterprises and the quality of all employees.
Paper Keywords: marketing strategy; Customized marketing
1 Problems and reasons of implementing marketing strategy by construction enterprises
With the development of economy and social progress, all walks of life are facing unprecedented fierce competition and challenges. Although construction enterprises are increasingly aware of the necessity and importance of reform, they rarely involve marketing strategies. The main reasons are as follows:
1. 1 depending on the planned economy operation mode
Because the customers faced by construction enterprises are mainly allocated by government functional departments, construction enterprises are used to the "upper route" or "top-down" way in obtaining information and projects. This operation mode in line with the planned economy leads to the fact that construction enterprises rarely take the initiative to find customers from the market, thus lacking in-depth understanding of customers and unaware of the importance of marketing.
1.2 The characteristics of the products of construction enterprises lead to the lag of the penetration of marketing ideas.
The products of construction enterprises are obviously different from ordinary consumer goods and services.
Mainly manifested in:
(1) The production and sales processes are synchronized;
(2) it is impossible to carry out large-scale and mass production and sales;
(3) Most consumers are enterprise legal persons, and few are natural persons.
The above characteristics of the products of construction enterprises lead enterprises to only pay attention to a single construction project, concentrate on obtaining the project, completing the construction and recovering the funds, and fail to realize the important role of marketing concepts and strategies in the long-term healthy development of enterprises, thus leading to the lag of marketing concepts. This can be confirmed by the fact that most construction enterprises have not set up marketing departments.
1.3 The backward management mode of construction enterprises limits the application and development of marketing strategies in this field.
Many construction enterprises have problems such as backward management mode, low quality of personnel and backward technology. Their understanding of the market often stays in vicious competition such as establishing relationships, trying to find ways, seeking protection, bottoming out prices and even lowering prices. They didn't consider how to improve their competitiveness by deeply understanding the market, implementing strategic methods such as customer management and brand creation.
2 urgency of implementing marketing strategy for construction enterprises
Marketing strategy refers to the long-term and overall planning of the development direction and tasks of marketing in a certain period of time by construction enterprises. The purpose of guiding marketing strategy is to achieve a dynamic balance between the internal conditions of the enterprise and the opportunities provided by the external environment, so as to meet the needs of customers and obtain economic benefits. Construction enterprises are now in a fiercely competitive market environment. If they want to be invincible in the competition, they must guide people to implement the market strategy. Its urgency is reflected in the following three aspects:
2. 1 Domestic competitive pressure
China construction enterprises are facing an excessively competitive market. For example, in the construction market, dozens of enterprises often compete for a small project. Excessive competition hinders the normal operation of the price mechanism, leads to low profit rate of enterprises, and leads to the increase of invalid jobs and invisible unemployment. One of the fundamental reasons for excessive competition lies in the difference of products. The guidance of marketing concept and the implementation of strategy will play an important role in promoting the use of differentiation strategy and brand strategy by construction enterprises.
2.2 China's international competitive pressure after its accession to the WTO
After China's entry into WTO, the industry barriers have been lowered, the domestic market has been internationalized, and the domestic and foreign markets have been fully integrated. Foreign contractors will gradually enter the construction market in China, which undoubtedly intensifies the competition of construction enterprises at a new level. However, the world is not completely "wolf coming". On the one hand, the world will directly stimulate the growth of construction investment, promote the economic development of China and accelerate the urbanization process. At the same time, after death, there will be more opportunities, easier to enter the international market, and more companies will engage in international engineering contracting. On the other hand, the participation of foreign enterprises will certainly promote the maturity of domestic construction enterprises and the improvement of market order. Construction enterprises are facing a market with great development potential. Therefore, construction enterprises should get rid of traditional ideas as soon as possible, establish global management concepts, guide marketing strategies and enhance core competitiveness.
Three main points of marketing strategy of construction enterprises
The particularity of construction enterprise products determines that it can not imitate the marketing strategy implementation of ordinary consumer goods and services. But on the basis of in-depth understanding of enterprises, we should formulate marketing strategies suitable for ourselves. This paper makes a preliminary discussion from the following aspects:
3. 1 The introduction of marketing concept is the foundation.
To implement the marketing strategy, we must first establish the marketing concept. Construction enterprises should deeply realize that the market they are facing is already a buyer's market. Market is the living space of enterprises and the key to their development. We should change the traditional concept of sales promotion and establish a modern concept of market-oriented, that is, to really meet the needs of customers as the starting point, rather than maximize the profits of enterprises. In the process of guiding people's marketing concepts, the following situations should be avoided:
(1) Take the guiding marketing concept as temporary propaganda and moving slogan. Propaganda and slogans have a positive effect, but just staying at this level can't solve the problem. We should make a leap in form with the substantial change of ideas.
(2) Introducing marketing concept is the task and requirement of the leadership. The process of production and sales is completed by employees, who are the main disseminators of enterprise information. The change of ideas should start from the top leaders, but in the end, the change of ideas of all employees should be realized. From this point of view, guiding people's marketing concept is a challenge for construction enterprises with generally low personnel quality, but it will also promote the management of construction enterprises to enter a new stage.
3.2 the implementation of brand strategy
According to the definition of American Marketing Association, the so-called brand refers to "the name, symbol, logo, design or their combination used to identify products and services and distinguish them from competitors". Nowadays, brand, as a special intangible asset of enterprises, has become the basic element of modern enterprise operation together with capital and talents, and plays an increasingly important role in attracting capital, opening up markets and condensing talents.
(1) brand can meet customers' needs and reduce customers' market research costs. Although quality, safety and technology are no longer the focus of customers' investigation, it does not mean that customers ignore these basic needs. Well-known brands of enterprises can enhance customers' trust in meeting the needs of basic solutions and reduce customers' inspection costs.
(2) Brands can help customers develop their own markets and increase the social recognition of products. For a large number of residential and property development projects, product sales are the key to the success of investors and customers. As a building product, brands can often play an important role in marketing.
(3) Brands with high popularity and credibility further enhance the possibility of construction enterprises to provide lower-cost services, because brands with high credibility have stronger bargaining power than other construction enterprises.
In recent years, the average profit rate of construction enterprises is only 1.2%, of which state-owned enterprises are only 0.5%. In this case, the power of price competition is very weak, and with the improvement of market standardization and the improvement of relevant laws and regulations, it is absolutely impossible to become the lasting competitiveness of enterprises by speculation. Therefore, it is very important and necessary for construction enterprises to implement brand strategy if they really want to improve their competitive strength. Construction enterprises to create their own brands should start from the following aspects:
① Strict quality control: The product quality of construction enterprises is a big problem worthy of attention. The occurrence of some major engineering quality accidents and the increase of commercial housing quality complaints have deeply exposed this problem. No inferior product can produce a good brand effect. The brand strategy of construction enterprises must be based on high quality. Therefore, we should actively integrate with international standards, carry out standardization work and implement total quality management in accordance with international standards such as ISO quality system.
(2) Improve the ability of technological innovation: The competition of most domestic construction enterprises is at the same level. One of the important reasons is that the technical level of the enterprise is not high, and the technical characteristics and characteristics are not obvious. Therefore, enterprises must grasp the market information, be sensitive to the emergence of new materials, new processes, new technologies and new equipment, and apply them to design and construction in time to achieve project upgrading, so as to further implement differentiation and enhance brand value. For example, in order to adapt to the ever-increasing environmental protection standards, Philip Holcman of Germany merged with environmental protection enterprises, and formed special technologies and processes for wastewater, waste gas and waste treatment, which matched with the theme project of energy and chemical industry, and created the main business field of "energy and environmental technology" in the construction industry, with an annual turnover of more than 654.38 billion US dollars.
Stones from other mountains can make jade. Construction enterprises should learn to "take it", take the essence of others, discard its dross and turn it into their own. Many advanced management theories in the world originated from the United States, but they have been well applied in Japan. In order to achieve leapfrog development, China construction enterprises must be good at learning advanced international experience, upgrading themselves technically and forming their own technical strength, so as to compete with large international construction enterprises.
③ Improving the overall quality of employees in construction enterprises: firstly, we should cultivate a group of high-quality knowledge-based and management-oriented project managers. The project manager plays a decisive role in the project management of construction enterprises, both in management and production and operation mode, and his quality and ability are directly related to the efficient operation of the project organization and whether the project objectives can be realized. For a successful project, the project manager should not only play a leading role in the planning, organization and control of the project, but also have a series of skills to motivate employees to succeed and win the trust of the owners. Strong leadership, ability to train employees, extraordinary communication skills, personal communication skills, ability to deal with pressure and solve problems, and time management skills are all necessary skills for an accomplished project manager.
The project manager of construction enterprises in China is the highest responsible person in the process of construction project completion, the authorized agent of the legal representative of the enterprise on the project, and the joint department of the enterprise and the construction market. At the same time, the project manager is also the embodiment and advocate of corporate culture, and is the direct object for users to evaluate corporate image and reputation in market competition.
The second is to establish a lean, efficient and all-round project management team. Because of the great value of construction products, the production mode of construction enterprises has the characteristics of fixed labor objects, laborers, the flow of labor materials and the independence of projects, which makes it necessary to form a project management team. In the selection of team members, we should pay attention to complement each other in terms of knowledge structure, technical structure, decision-making ability, leadership art, public-private relations and so on, and give full play to the overall efficiency of team managers.
In addition, construction enterprises cannot do without a large number of labor technicians, so it is very necessary to strengthen the skills and quality training of these personnel. Only by improving the quality of employees in the construction industry as a whole, especially the quality of middle and high-level technicians and managers, can the competitiveness of Chinese construction enterprises be improved more effectively.
Strengthen marketing public relations: Construction enterprises can improve brand awareness by participating in and organizing marketing public relations activities. For example, hanging billboards with brand logos and corporate ideas on the construction site, actively participating in public bidding activities, actively participating in the selection of high-quality engineering design and construction, actively participating in public welfare activities, and using the Internet for publicity can all improve the influence of enterprises.
3.3 the implementation of customized marketing
Customized marketing comes from the marketing of consumer goods. It is a marketing model that refers to the unique personalized needs of each consumer, and "tailor-made" products for them to meet the needs of consumers to the greatest extent. Construction enterprises should do the following work when implementing customized marketing strategy:
(1) Strengthen information management. In today's information age, any modern enterprise will rely more and more on its information construction to develop at a faster speed, and the competition among enterprises will become an information war in a sense. Through information construction, construction enterprises can be transformed into functional and management enterprises, and the production efficiency and management efficiency of the construction industry can be improved by using modern information technology.
(2) Improve the design and construction level of enterprises. The "product production" in customized marketing is "personalized production" to meet the unique needs of customers, so the production process is flexible. For construction enterprises, "personalized production" is reflected in the unique design and excellent construction level. Therefore, enterprises must strengthen the training of designers and the cooperation of professional organizations, improve the design level, innovate constantly, and study the construction links in depth to improve the scientific and quality level of the construction process.
(3) Cultivate a good corporate culture. Construction enterprises should gradually form their own basic beliefs, values, moral norms, rules and regulations, lifestyle, humanistic environment, and corresponding ways of thinking and behavior, and penetrate into all activities of enterprises to form the soul of enterprises. In the concrete implementation, it can be realized by learning experience exchange meetings, establishing internal magazines and organizing knowledge contests.
3.4 the implementation of customer relationship management
A key problem in implementing customized marketing is to truly take customers as the center and quickly respond to changing customer expectations and requirements. Implementing customer relationship management in marketing, technical support and other fields is conducive to improving the relationship between enterprises and customers, improving customer satisfaction and maintaining a high market share. The key points of customer relationship management in construction enterprises are as follows:
(1) Fully grasp the needs of customers. At present, the reason for the survival anxiety of construction enterprises can also be said to be the content and way of customer demand in the construction industry. First, the service quality and standards required by customers are being further improved. Second, customers' concept of service price and cost control is getting stronger and stronger, and the means are getting more and more advanced. Third, customers' demand for service methods is increasingly diversified.
Therefore, the grasp of customer demand includes not only actual demand, but also potential demand. Because the construction process has a certain duration, customer demand often changes during the construction process, so it is very important to grasp the changing trend of customer demand in advance and tap the potential demand.
(2) customer recognition. Because the products of construction enterprises are disposable and will not be purchased repeatedly, construction enterprises often focus on real customers without paying attention to the relationship management of old customers. In fact, the customers of construction enterprises should include three aspects: first, real customers, who are the objects served by enterprises; Second, potential customers are the objects that enterprises should serve; Third, old customers, their attitudes and views on the enterprise are valuable information resources of the enterprise and the most convincing communication carrier of the enterprise brand.
(3) Evaluate customer satisfaction. Customer satisfaction measurement has been widely used in consumer goods and services, but rarely used in construction enterprises. The main reason lies in the lack of in-depth understanding of "old customers" Customer satisfaction evaluation of construction enterprises has the following functions: first, the construction quality and service quality of enterprises can be tested through customer satisfaction evaluation; Second, through evaluation, people can deeply understand the needs of customers; Third, good evaluation results can strengthen the visibility and brand effect of enterprises.
To sum up, the implementation of marketing strategy by construction enterprises not only won the competitive advantage for enterprises, but also provided fresh blood for their future development; It plays an important role in shaping the social image of enterprises, enhancing the cohesion of enterprises, the pride and sense of belonging of employees, and making construction enterprises invincible in the increasingly fierce market competition.