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- Title
ENHANCING CONSTRUCTION COMPANIES' MARKETING STRATEGIES: THE CONSTRUCTION INDUSTRY IN TAIWAN.
- Authors
Nai-Hsin Pan; Ming-Li Lee
- Abstract
Following the completion and operation of the High Speed Railroad, many construction projects of major public infrastructure in were begun. These domestic public construction projects will only require maintenance and other jobs, which do not involve a high degree of professional technology. Those construction companies which own advanced technologies, professional talents and state-of-art equipments will have to seek opportunities form overseas and encounter the fierce international competition. Domestically, the consumers' demands caused by the social and technological upgrade will also lead to the changes of the living environment. The construction industry will inevitably expect the next upcoming wave of changes. This study is to analyze, based on Michael Porter's "Diamond Theory", the strategic module for the market segmentation and positioning of the domestic construction companies. It is also hoped that the outcome of the study can help companies better understand their competitive advantages, and provide reference for construction operators to conduct company re-engineering.
- Subjects
TAIWAN; CONSTRUCTION industry; MARKET segmentation; STRATEGIC business units; MARKETING consultants; BUSINESS to consumer transactions
- Publication
International Journal of Organizational Innovation, 2017, Vol 10, Issue 1, p143
- ISSN
1943-1813
- Publication type
Article