摘要
随着近年来我国对建筑装配化、环保化和标准化的要求日益提高，在去钢铁产能
的国家战略指引下，新型装配式建筑在全国各地得到了雨后春笋般的发展，与传统建
筑的市场竞争也日趋激烈。虽然国家政策在大力扶持，但装配式建筑的劣势依然明显，
目前存在着单方造价高于传统建筑约30%、后期维护费用偏高、规范标准不成熟以及
产业链发展不平衡等短板。因此，通过对装配式建筑现有市场策略的研究，并分析C
企业装配式建筑市场营销的实例，找到改进装配式建筑市场营销的策略是本文研究重
点
本文对装配式建筑进行了系统的定义，综合运用PEST分析、STP分析、“五力
模型”分析等工具对装配式建筑宏观环境及市场环境进行了分析。最后通过对C企
业装配式建筑的内外环境分析以及基于4C理论的市场营销策略分析，提出了对C企
业装配式建筑市场营销策略的改进措施和实施保障，并对装配式建筑的市场营销前景
作了展望
论文共八章,第一章是绪论,主要内容是研究背景、目的、国内外研究现状等;第二
章是理论基础；第三、四章主要是运用PEST理论、STP、“五力模型”等方法对装
配式建筑进行宏观环境及市场环境分析;第五、六章结合前文分析并运用SWOT分析
和4C理论对C企业市场营销策略进行分析和评价；第七章,提出了C企业市场营销
策略顺利施行的实施保障；第八章是结语,是对全文的总结
关键词：装配式建筑、市场营销、营销策略、C企业
III
Abstract
With the increasing requirements of building in assemblage, environmental protection
and standardization in China during recent years, and based on the support of the national
strategy of polluting steel production capacity, the new prefabricated buildings have been
springing up all over the country. The market has become more and more competitive
between the traditional buildings and the new prefabricated ones. Although being
vigorously supported by the national policies, the fabricated buildings are still behind the
competition, which is shown in a unilateral cost over 30% of the traditional buildings, a
high maintenance cost at the later stage, an immature standard and an unbalanced
development of the industrial chain. Therefore, through the study of the existing market
strategy of prefabricated buildings and the analysis of the example enterprise C in
assembly building marketing, this paper is aimed to find out how to improve the
prefabricated building marketing strategy.
In this paper, the assembly architecture is defined systematically, and the macro
environment and market environment of the assembly building are analyzed by means of
PEST analysis, STP analysis and five force model analysis. Finally, through the analysis of
the internal and external environment of the C enterprise assembly building and the
marketing strategy analysis based on the 4C theory, this paper puts forward the
improvement measures and implementation guarantee for the market marketing strategy of
the assembly architecture of the C enterprise, and looks forward to the market marketing
prospect of the assembly architecture.
This thesis is sharing 8 chapters, Chapter 1 is the introduction, including the research
background, purpose, the researches in domestic and foreign, the present development
situation and so on; The second chapter is the theoretical basis. The third and fourth
chapters mainly use PEST theory, STP, and five force model. Such methods as
macro-environment and market environment analysis of assembly architecture; Chapters 5
and 6 combined with the previous analysis and application of SWOT analysis and 4C
theory to analyze and evaluate enterprise C marketing strategies; Chapter 7 proposes
enterprise C marketing The implementation of safeguards for the successful
implementation of the strategy; Chapter 8 is the conclusion for the whole text.
Key words: assembly architecture、marketing 、marketing strategy、enterprise C。