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企业营销决策过程中,如何实现营销理论到营销实践的飞跃,已成为决策者们关注的重点,同时,这也是影响营销决策成效的重要因素,营销工程为企业管理者决策者提供了一种科学营销决策方法。本文从建筑企业的视角,首先阐述了营销工程的概念,接着分析了建筑企业营销运作中存在的普遍问题,然背后结合自己的理解提出了营销工程视角下项目承揽的策略,并得出结论。
In the process of corporate marketing decision-making, how to realize the leap from marketing theory to marketing practice has become the focus of decision-makers. At the same time, this is also an important factor influencing the effectiveness of marketing decisions. Marketing engineering provides a kind of science for managers of enterprise managers. Marketing decision method. From the perspective of construction companies, this article first elaborates the concept of marketing engineering, then analyzes the common problems in the marketing operations of construction companies, and then puts forward the strategy of project contracting from the perspective of marketing engineering with their own understanding, and draws conclusions.