河北建工集团（HCGC）市场营销分析-工商管理专业论文.docxVIP

摘 要 建筑产品具有一些不同于一般产品的独特之处，如产品不可移 动、价值巨大、寿命长久等等。由于独特的行业特性和产品特性， 对于建筑企业如何科学地运用市场营销理论对企业经营管理实践进 行指导，并役有太多成功的先例可循，这是一个值得探索的课题。 作为河北省最大的建筑企业集团，河北建工集团的情况在省内 建筑行业具有一定的代表性。本文主要运用市场营销的经典理论框 架，结合河北建工集团的实际情况，对河北建工集团的市场营销工 作进行了研究。本文首先通过介绍建筑行业、建筑产品的特点和我 国建筑行业以及河北建工集团的有关情况，提供了文章的写作背景， 并介绍了有关的市场营销理论。然后以市场营销经典的4P理论体系 为指导，对河北建工集团的市场环境进行了分析，对河北建工集团 的市场营销战略和营销组合策略进行了探讨和研究，并运用多元线 性回归方法对我国建筑市场进行了预测。最后，对河北建工集团的 市场营销审计系统进行了设计。 本文试图通过定量与定性相结合的办法，从战略和战术两方面 对河北建工集团的市场营销管理实践进行研究，并从市场营销的角 度对建筑企业实现管理决策的科学化进行一’次探索和尝试。 关键词：建筑企业，市场营销，多元线性回归  Abstract Construction products have some special characteristics，such as unmovable， high value，long existence，etc．Because of the particular characteristics along with industry and product，there are not too many examples to be followed for construction enterprises when they applying marketing theories into their management．It is a researchable topic． As the largest construction group in HEBEI Province，Hebei Construction Group Corporation，Itd．(hereinafter as HCGC)has his representation in local construction industry．The thesis mainly discusses about the marketing work of HCGC，applying classic marketing theories along with HCGC’S practical situations．At first，the thesis introduces characteristics of the construction industry and the construction product， provides the general situation of our country’s construction industry and of HCGC， and introduces the relative marketing theory．Then guided under the classical“4P’’ theory of marketing，the thesis analyzes the macroscopical and microcosmic marketing environment which HCGC is encountering，discusses the marketing strategy and marketing mix of HCGC，and forecasts 0111country’S construction market volume with multi-factor linear regression．At last,the thesis talks about the marketing surveying system ofHCGC． The thesis is trying to present a study work on HCGC in strategy and tactics through qualitative and quantitative means，and is probing into the way to the more scientific management decision from the view of ma