中建一局集团服务营销组合策略研究

发布时间：2018-04-03 19:03

本文选题：服务营销　切入点：中建一局集团　出处：《北京交通大学》2017年硕士论文

【摘要】：近年来,建筑业总产值比重、新合同额下降,产业集中度等指数均有所下降,半数以上上市公司出现利润负增长,建筑市场逐渐由买方市场进入卖方市场。2016年,中国建筑在世界500强企业中位居第27位,作为世界上最大的投资建设集团,中国建筑在利润逐年下降的建筑业大环境下,仅仅依靠现有的营销策略已经无法确保行业领先者的地位。建筑施工企业应该根据自身特点,研究一套符合企业自身特点的营销方法。本文以中建一局集团为研究对象,对其服务营销组合策略的构建进行了系统的研究。论文在系统介绍服务营销、7P理论及服务质量差距模型基础上,通过对中建一局集团营销管理情况的深入分析,指出了中建一局集团营销工作中存在的主要问题。通过对服务营销特点及应用基础分析以及中建一局集团开展服务营销组合的可行性分析得出中建一局集团适合开展服务营销组合策略的结论。利用问卷调查获取数据,运用SERVQUAL模型对调查结果进行分析,提出运用服务营销组合(7P)策略对服务质量差距模型的差距进行弥合。最终分别从产品服务、渠道、企业文化及品牌、价格、人员、展示设计、服务过程管理等七个方面全面提出了中建一局集团构建服务营销组合策略的建议。本文根据中建一局集团所在的建筑施工企业的行业特点,设计出适合建筑施工企业的调查问卷,并最终针对中建一局集团提出有针对性的服务营销组合策略,无疑这一研究成果有利于中建一局集团在服务营销实际应用中领先于行业内的其他竞争对手,赢得更强的市场优势。论文对建筑行业服务营销组合的应用研究及实施具有重要的现实参考价值。
[Abstract]:In recent years, the proportion of the gross output value of the construction industry, the new contract amount and the industrial concentration ratio have all declined. More than half of the listed companies have seen negative profit growth, and the construction market has gradually entered the seller's market from the buyer's market to the seller's market.China Architecture ranks 27th among the top 500 companies in the world. As the largest investment and construction group in the world, China Construction is in the environment of declining profits in the construction industry year by year.Simply relying on existing marketing strategies can no longer ensure the position of industry leaders.Construction enterprises should study a set of marketing methods according to their own characteristics.This paper makes a systematic study on the construction of the service marketing combination strategy with Zhongjian first Bureau Group as the research object.Based on the systematic introduction of service marketing theory and service quality gap model, the paper points out the main problems existing in the marketing work of China Construction first Bureau Group through the in-depth analysis of the marketing management situation of China Construction first Bureau Group.Based on the analysis of service marketing characteristics and application basis, and the feasibility analysis of developing service marketing mix of China Construction first Bureau Group, the conclusion is drawn that China Construction first Bureau Group is suitable for developing service marketing mix strategy.Using the questionnaire to obtain the data, using the SERVQUAL model to analyze the results of the survey, proposed the use of service marketing mix 7P) strategy to bridge the gap between the quality of service model.Finally, from seven aspects of product service, channel, corporate culture and brand, price, personnel, display design and service process management, the paper puts forward the suggestions of constructing service marketing combination strategy of Zhongjian first Bureau Group.According to the industry characteristics of the construction enterprises, this paper designs a questionnaire which is suitable for the construction enterprises, and finally puts forward the targeted service marketing combination strategy for the CCI group.Undoubtedly, this research result is conducive to the CCI Group in the practical application of service marketing ahead of other competitors in the industry, to win a stronger market advantage.The paper has important practical reference value for the application research and implementation of service marketing mix in construction industry.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.92;F274

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