基于因果关系反馈环的专业承包企业营销行为与策略研究

摘要

In order to solve the problem of lower position and lower profits of subcontractors,this paper uses experiential method of new eco-sociology pattern-causality relation feedback loop to analyze their market and marketing behaviors. A marketing behavior model of subcontractors is built employing the system dynamics software Vensim PLE. Based on Causes Tree, 4Cs (Customers, Cost,Convenience,Communication) marketing strategies is put forward for subcontractors. The strategies set is verified by Uses Tree. Subcontractors can obtain more contracts and more profits by take these strategies.%为打破专业承包企业市场地位和利润水平低的困境，以新经济社会学的经验型研究方法--因果关系反馈环模型分析了专业承包企业的市场交易模式、专业承包市场现状及企业营销现状，运用系统动力学软件Vensim PLE构建了专业承包企业的市场营销行为模型，在此基础上基于Causes Tree分析提出了由顾客需求，顾客成本，顾客便利，顾客沟通构成的专业承包企业4Cs市场营销策略集，用Uses Tree对该策略集进行了验证，能够达到提高企业合同数量、利润水平的目的。