On the construction business marketing Experience

Abstract: The construction companies are now facing the situation is more competitive, customers more demanding, more and more low-profit, marketing techniques to achieve the project for construction companies, dominate the market, stand out in many enterprises played a key role in .

Keywords: marketing skills, bidding strategy
1, to enhance information collection, focusing on developing high technology, good efficiency of the project.

First, the use of corporate resources in the Ministry of construction projects, mobilize the enthusiasm of the project department, using its social relations to the company's multi-pass project information, designate a person to enter the daily bidding and other sites related to the search for more valuable information about the project, take advantage of social resources, network resources and information on major design institutes to strengthen the development of information collection.

Secondly, a clear need to abandon the tender, such as: the ability of construction companies, and concurrently outside the main project, project size, technical requirements exceed the capacity of the project construction enterprises, the construction of full production tasks, and bidding the project profitability lower or higher risk projects, the technical level of construction companies, credit, construction levels were significantly better than competitors' projects, etc. The performance of projects in need of cash to be careful to ensure successful project profitable, the company's project to promote the construction step into positive channels.


2, complete the tender evaluation mechanism, adhere to the "global strategy, to evaluate the" bidding strategy.

Important pre-bid preparation: pre-bid assessment, cost estimation prepared to participate in the tender for the project in serious investors, funding sources, costs and economic benefits, the owners reputation and performance capabilities analysis, a reasonable bid to avoid the risk of the tender documents in full and on the basis of the relevant terms of the contract, through the project construction design and technology solutions to optimize the project site in conjunction with field reconnaissance and survey data, the tender for the proposed project cost analysis and estimates, increasing the accuracy and reasonable cost analysis of.

(1) pre-bid work to avoid the risk assessment is the first step in risk assessment of the contents of the pre-bid including the completion of the tender unit technical ability to complete tender the economic and social benefits, risk factors for completion of the tender project, undertake tender economic evaluation and feasibility, etc., provide the basis for the tender decision. strictly pre-bid review and strengthen risk management, not a mere formality, should the project pre-bid technical, economic, tender assessment carried out, strict contract review, a reasonable analysis of the market the project an important basis for economic evaluation of the construction organization in the project design, tender preparation and technical solutions to be considered when economically feasible construction organization, formed to facilitate the implementation of technical solutions, to avoid bid after large-scale adjustment applied group, which also can not guarantee an accurate assessment of project costs, while increasing the difficulty of communicating with the owners. To insist on construction organization of economic analysis, choose safe, reliable easy to implement, benefits are obvious solution.

(2) construction project cost estimation is the key. The cost estimates of construction enterprises in the construction project cost estimates as objects occurred in the construction process the sum of all production costs, including the consumption of main and auxiliary materials, components, fittings, flow of materials spread sell or rent, amortization of construction machinery or rent, the wages paid to production workers, bonuses, as well as construction production organization and management of all expenses occurred in the project construction should be as little as possible consumption of materials to create greater value and improve profitability. the level of project cost estimates is a measure of the level of construction business management is an important indicator of construction enterprises of all economic activities have to be cost-based, while the cost estimates through the planned calculated and adjusted to reflect the impending costs and supervision costs, as the bidding process to provide an important basis for the tender offer, and the production of consumption to a minimum, obtain the best economic benefits, encourage enterprises to continue to reduce consumption, increase profitability, improve project benefits.


3, setting the right business critical decisions on the tender offer.

In today's highly competitive construction market, bidders bid the total final offer bids generally score 60% to 70%, will have a direct impact on whether the bid.

(1 bid decision making, the main decision-making should be based on the tender of their own staff calculations and analysis of indicators, as other sources of so-called "marked the end of the price," and on the competitors' price information ", etc., only as a general reference, not as a basis, because the so-called "marked the end of the price" may be the owners many years ago the preparation of the budget price, or just from the "feasibility study" on the information extracted out of the estimate, which with the final design of the project file contents vary widely, there is no comparative value, some owners to lower prices to lure contractors to participate in competition, sometimes even deliberately spread the use of middlemen called "marked the end of the price", while the actual cost of the project than this "marked the end of the price "much higher, as the price rival intelligence, sometimes competitors deliberately" leaked "their bids to lure the opponent fall into his trap, left behind in the competition. Links to free download http: / / www.hi138.com
(2 in-depth analysis of competitors, to determine their own and competitors' strengths and weaknesses, the use of comparative analysis of strengths and weaknesses, compare their advantages and disadvantages of the impact on the price, in order to determine their own price level and take the appropriate strategy to achieve " Knowing your enemy is known to have, know yourself. "
(3 attention to the quality of decision-makers to improve the scientific decision-making quality of scientific decision-making is a prerequisite to ensure the quality of decision making, decision-makers must not only have a strong sense of market competition, strategy and superhuman courage, strong adaptability and common sense, but also to master of science in decision-making method, follow the scientific decision-making process to make a scientific decision-making.

(4 bids personnel should know, unless expressly set forth in the tender documents, "the standard is only awarded to the lowest bidders" In general, the price of course was the subject of important factors, but not the only factor in the decision-making process in the bidding If that can not offer terms that they have overcome some of the competitors, but also another way to play to our strengths in other areas, strive to obtain the favor of the owners, the proposed standard in order to be included in the ranks, leaving the project for further room.

(5 "by the low bid, Making money on the claim," the reference is not worth promoting because of the current international engineering contracting market competition, some contractors in order to contract the project to get used to low standards, a strategy to make money by claims in this regard although some successful examples, but a successful claim is not an easy thing to do, the claim in case of claims, but often do not pay the contractor in dealing with claims, regardless of the size of the event Shiyou not go into international arbitration , not sure the price based on expected claims is a risky thing, especially to eliminate the phenomenon of suicide price of competing projects, must be down to earth to do the work, must not have any chances.


4, establish a "brand philosophy," the construction of regional market boom.

"brand management" philosophy is to focus on improving the business of soft power, through quality service and honesty to establish the company's brand image, enhance independent innovation through the company's core competitiveness, technology advantage and improve the company's brand influence, while vigorously "going out strategy", and actively participate in international competition is the development of regional market focus is the lifeblood of sustainable development, is constantly contract [text contents of the note sequence, in accordance with information gathering, tender evaluation, project selection, tendering decisions , the marketing team, brand management, regional management of the order of words in the text where appropriate, also need to] base the new task of market development play a crucial role in the construction project is the company brand in the regional market to play a key need for the the "dry a project, establish a monument, cross-party friend" rolling development of consciousness, adhere to empathy, safety, quality, environmental protection and progress of any problems, will affect the company's brand and image, will be on marketing a serious negative impact, we must firmly establish the "scene is the market" concept, efforts to overcome the problem of site out of touch with the market, continue to standardize project management to ensure safe production, and continuously improve project quality, and strive to become more of famous works fine, establish a good corporate brand image, provide the owners with a satisfactory service, which has won the trust of owners and friends, and constantly enhance the regional influence and market penetration, the only way to fall into the regional business real place, in order to be more firmly, so as to provide a good environment for business development.


5, expanding marketing team, and enhance combat effectiveness of marketing.

(1 greatly enhance the selection and training of marketing personnel. To innovative ways of marketing talent selection, clear channel marketing, talent development, the business ability, style of hard, young management team, key to the selection to marketing, the strong political consciousness, high level of education, development potential, the overall quality of a good recommendation to the key projects of outstanding young up exercise taught them as soon as possible and to augment the marketing ranks.

(2 adjust and optimize the structure of the marketing staff, according to marketing needs with relevant professionals to meet, give full play to advantages of professionals, through training, exchanges and targeted arrangements were engaged in various public relations professionals, facilities group, quotes, business, etc. work to continuously improve the overall quality of marketing staff and the overall level.

(3 develop incentives, incentive system. According to the responsibility, contribution to risk, principle of unity of interests, increase marketing efforts to reward and punishment evaluation staff, marketing staff to fully mobilize the enthusiasm, initiative and creativity to form attractive, with Well, an effective mechanism to retain talent. On the one hand in the distribution system, for outstanding work performance of employees in the economy and give it preferential treatment on a variety of honors, on the other hand, lack of responsibility or work on the mistakes of the staff, and resolutely eliminate the marketing team, not as individuals affect the group's morale. Links to free download http://www.hi138.com

6 Conclusion engineering companies succeed in the highly competitive construction market place, it must be possible to improve the successful rate, and as much as possible to maximize their own interests. To achieve this goal, depends not only on the technical engineering company , equipment, funding and management factors such as strength, but also on the engineering firms the correctness of the use of marketing techniques in the specific tender activities, to achieve the correct application of the flexibility of the marketing techniques, prior to extensive collection of owners, competitors, the project's background, through the project site reconnaissance to grasp the situation, and then combined with their own actual situation.

Construction companies to bid for a major event is the relationship between business survival, therefore, work in the tender should seize the key, choose the target, using the correct bidding strategies and techniques, constantly sum up experience and lessons of the tender offer, strengthen enterprise management, to continuously improve our overall quality. Output ratio in improving the bidding at the same time, make good economic enterprises. In the fierce tide of the socialist market economy in an invincible position. Links to free download http://www.hi138.com