基于建筑企业市场营销战略的建筑市场分析.pdf

工程项目管理 ProjectManagement 基于建筑企业市场营销战略的建筑市场分析 Construction Market Analysis Based on Marketing Strategy of Construction Enterprises 严伟 （中铁二局集团有限公司，成都 610031） YAN Wei (China Railway Second Bureau Group Co. Ltd., Chengdu 610031, China) 【摘 要】从建筑施工企业市场营销战略 出发，摒弃传统的以固定资产投 资总额 、建筑业总产值 、营业额为指标的分析思路，以新 签合 同额定指标研究我国建筑市场的规模总量 、市场细分、发展趋势等 ，更符合市场营销理论和适应建筑企业 实际。同时，根据市场 结构—市场行为—市场绩效（SCP）的典型范式，以市场集中度为主要指标 ，对建筑市场结构及子结构进行了分析，阐述了建筑市场 集中度快速集中的现状，且 已出现寡头垄断特征。 【Abstract 】Starting from the marketing strategy of construction enterprises, the traditional analysis thinking of taking total investment in fixed assets, total output value of construction industry and turnover as indicators is abandoned. To study the total size, market segmentation and development trend of Chinas construction market with the new contract rating index is more in line with the marketing theory and the actual situation of construction enterprises. At the same time, according to the typical paradigm of market structure-market behaviors-market performance (SCP) and taking market concentration as the main index, this paper analyzes the structure and sub-structure of the construction market and expounds the current situation of the rapid concentration of the construction market, and it has appeared the oligopoly characteristic. 【关键词】建筑市场；新签合 同额 ；市场结构；行业集中度 【Keywords 】construction market; newly signed contract amount; market structure; industry concentration 【中图分类号】F405 【文献标志码】A 【文章编号】1007-9467（2019 ）12-0209-02 【DOI】10.13616/ki