中国建筑企业国际化市场营销策略研究

中国乃至全球的建筑市场的进一步开放,促使我国建筑企业必须融入全球化竞争,积极开拓国际市场,而国际建筑市场复杂多变,如何选择目标市场进而制定行之有效的市场营销策略是企业面临的主要问题。首先,对当前国际建筑市场的竞争特点进行分析,指出工程复杂化和发包多样化成为市场主流,大型承包商的兼并重组进一步加剧了寡头垄断;然后,分析国际市场定位的流程及需要考虑的各种影响因素,影响因素包括各国市场宏观环境、目标建筑市场状况、企业的自身情况、企业对国际市场的选择原则等。在此基础上,提出了我国建筑企业国际市场营销策略,即贸易式、联盟式、投资式,认为联盟式营销策略符合我国建筑企业发展现状,并以某建筑公司国际工程营销为例进行案例分析。

A study on the international marketing strategy of Chinese construction companies

The further opening of global(including Chinese)construction market makes Chinese construction companies have to enter into the global competition and exploit the international market.The international construction market is complex and uncertain,thus Chinese construction companies must work out target market selection and effective marketing strategy.An analysis of the competition characteristics of international construction market found out that project complexity and contract diversification are the main trendy features of the international market,and the incorporation of big contractors makes the monopoly more serious.The procedure of international market orientation and the influence factors including macro environment of main market,status of target market,SWOT company analysis,selection regulation of international market,etc.,are analyzed.Based on the above analyses,international marketing strategy for Chinese construction companies is proposed,namely type of commerce,union and investment,and considering union marketing strategy to be suitable to Chinese construction companies,and a case study of a construction company international marketing is used as an illustration of proposed viewpoint.