市场营销是一种管理职能。就建筑企业而言,就是企业要估计业主对某项工程产品或服务的购买力,并将其转化为有效需求,还要将项目或服务交到最终顾客或用户的手中。把所有这些营业活动组织起来并加以指导,以实现企业确定的利润目标或其他目标,这就是市场营销的职能范围。由于习惯的原因,我们通常将建筑施工企业的市场营销工作称为经营管理。 Marketing is a management function. As far as construction companies are concerned, companies are required to estimate the purchasing power of an owner for a certain engineering product or service and translate it into effective demand, and deliver the project or service to the final customer or user. Organize and guide all these business activities to achieve the profit goals or other goals defined by the company. This is the scope of marketing functions. Due to customary reasons, we often refer to the marketing of a construction company as management.