MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF TRANSPORT AND COMMUNICATION - - DANG THE HIEN STUDY ON ESTABLISHMENT OF MARKETING STRATEGIES FOR LARGE-SCALE CONSTRUCTION ENTERPRISES IN VIETNAM Major: Construction Management Code: 9.58.03.02 SUMMARY OF PHD DISSERTATION IN ECONMICS HA NOI - 2019 This dissertation is completed at: University of Transport and Communications Scientific guidance group: Prof Dr Nguyen Dang Hac Assoc Prof Dr Dang Thi Xuan Mai Examiner 1: Examiner 2: Examiner 3: This dissertation will be defended before the Board of Examiners at institute level at: University of Transport and Communications at … o’clock on day …… month ……… year ……… This dissertation can be found at: Library Information Center, University of Transport and Communications LIST OF STUDIES BY THE AUTHOR I Science papers and presented papers Dang The Hien (2011), “Modelling on establishment of Marketing strategies for construction enterprises during international integration period”, Science Journal of Architecture and Construction – Hanoi Architectural University, (7), pp.36 Dang The Hien (2016), “Legal framework for investment in the form of publicprivate partnership - PPP in the trend of international integration of the construction industry”, Science Journal of Architecture and Construction – Hanoi Architectural University, (21), pp.66 Dang The Hien (2017), “Establish Marketing strategies for construction enterprises during international integration period”, Journal of Construction Economics – Construction Ministry of Vietnam, (4), pp.27 Dang The Hien (2018), “ Establish mixed mmarketing strategies for construction enterprises during international integration period”, Science Journal of Architecture and Construction – Hanoi Architectural University, (31), pp.64 Bui Manh Hung, Dang The Hien (2013), “Quality Assurance Methods for construction projects – Lesson learned from Hanoi Urban Railway Project”, Proceeding of International Science Conference – Construction Economics and Management, Theories and Practical Matters, at Hanoi National University of Civil Engineering, pp.105 II Science Research Projects Completed Bui Manh Hung, Dang The Hien (2011), Prevent Fire – Explosion and Poision for Underground Projects, Construction Public House, Hà Nội Dang The Hien (2015), Special Report No.7: “Analyze several EPC projects that have been implemented in the world for lessons learned in the process of proposing the content of management and supervision of construction projects implemented in the form of EPC general contractors”, Science Research Project at Ministry level: Research for proposing contents of management and supervision of construction projects in the form of EPC general contractor, Ministry of Construction passed by 2015 INTRODUCTION THE NEED FOR THIS STUDY Science on marketing is one of modern economic theories, associated with the market economics In the context of international economic integration and the development of digital technology, marketing activities are growing strongly with new knowledge and skills in all areas of an economy Marketing as a science and art in business has been widely used and brought success to many enterprises, organizations and countries around the world With the current concept, marketing strategies become a very important strategy of enterprises in general and construction enterprises in particular Through the development of marketing strategies, construction enterprises determine operated directions and how to achieve development goals of their businesses Establishments of marketing strategies become more necessary for large-scale construction enterprises in the context of a globalized economy Production and business activities in large-scale construction enterprises have many specific characteristics that differ from those of industrial goods and consumer goods manufacturing enterprises Therefore, the establishment of marketing strategy frameworks for large-scale construction enterprises needs to be based on scientific reasoning basis, accurate practical basis to determine differences in marketing strategies of large-scale construction enterprises comparing with other enterprises With the context of our economy today, large-scale construction enterprises are not only acting as construction contractors but also acting as general investors and real estate investors Other activities, enterprises are not only operating in the domestic markets but also gradually participating in the construction market on the world Therefore, the requirement is that there should be scientific and systematic researches on establishment of marketing strategy frameworks for construction enterprises as a basis to apply on the practical operation of enterprises From above issues, the author chooses the topic “Study on establishment of marketing strategies for large-scale construction enterprises in Vietnam” as the content of Doctoral Dissertation in Economy, major in Construction Economics RESEARCH OBJECTIVES OF THE DESSERTATION Study and propose the development of a marketing strategy framework for largescale construction enterprises (with business fields: site construction and real estate invested activities) suitable for the current economy RESEARCH OBJECTS AND SCOPES Research Objects of Dissertation The research object of the thesis is to establish marketing strategy for large-scale construction enterprises in site construction and real estate invested activities Research Scopes of Dissertation - In terms of space: The research space of the thesis is related to the establishment of the marketing strategy for large-scale construction enterprises, site construction and real estate invested activities those have real estate business investment in Hanoi and Ho Chi Minh City - In terms of time: Study the situation on establishment of marketing strategies and deploy marketing strategies into practice of large-scale construction enterprises in recent years (from 2013 to present) RESEARCH QUESTIONS - The theory basics on establishment of marketing strategies for enterprises and what issues need to be clarified, supplemented and perfected to suit the current economy? - What is the current situation of marketing activities and establishment of marketing strategies for large-scale construction enterprises? - What are prerequisites for establishment of marketing strategies for large-scale construction enterprises? - What are procedures and contents of each steps to establishment of marketing strategy frameworks for large-scale construction enterprises? Components and their coordination between mixed marketing in marketing strategy frameworks SCIENTIFIC AND PRACTICAL SIGNIFICANT OF THE DISSERTATION 5.1 Scientific Significance The dissertation has systematized, clarified and supplemented the theoretical basis for establishment of marketing strategies on enterprises Provide scientific arguments, suitable to build marketing strategy framework for large-scale construction enterprises? 5.2 Practical Significance Assess the status of marketing activities and establishment of marketing strategies for large-scale construction enterprises in site construction and construction activities with real estate investment in the period from 2013 to present Propose to establish a marketing strategy framework for large-scale construction enterprises in accordance with two areas of operation, namely: site construction and real estate invested activities DISSERTATION STRUCTURE In addition to the introduction, conclusions and recommendations, references, appendices, the content of the dissertation consists of 04 chapters: Chapter 1: Literature reviews of research projects related to the dissertation topic Chapter 2: Basic theoretical issues about establishment of marketing strategies for enterprises Chapter 3: Practical status of marketing activities and establishment of marketing strategies for large-scale construction enterprises Chapter 4: Establish marketing strategies for large-scale construction enterprises CHAPTER LITERATURE REVIEWS OF RESEARCH PROJECTS RELATED TO THE DISSERTATION TOPIC 1.1 Research projects from local authors 1.1.1 Research projects on marketing activities of enterprises Research projects on marketing activities of enterprises operating in different areas have been mentioned issues of organization and management of marketing-related activities such as: measures on products, prices, distributions, advertising, sales to improve enterprises ‘ competitiveness Through these studies, the author can determine research directions and limit the research scopes and objects to suit the reality, such studies are as follows: - Truong Dinh Chien with a doctoral dissertation, "Organize and manage the marketing channel system of Vietnamese enterprises"; Le Thi Kim Nga with the doctoral thesis in economics, "The main marketing solutions to improve competitiveness in the banking sector"; Nguyen Minh Tuan with his doctoral dissertation in economics, "Some solutions to improve the effectiveness of marketing activities in Vietnam's steel industry"; Nguyen Xuan Lan with economic doctoral dissertation, “Method of adjusting prices in marketing activities of Vietnamese enterprises”; Dinh Quang Toan with his doctoral 1.1.2 1.2 1.2.1 1.2.2 1.3 dissertation in economics, "Marketing policy for passenger transport services for Vietnam Airlines in the context of international airline alliance"; Le Tien Dung with the doctoral dissertation in economics, "Study marketing solutions applied to passenger transport on railroads"; Vu Huy Thong with a doctoral dissertation, "Research on marketing for administrative management in Vietnam - Reasoning, reality and solutions" Research projects on establishment of marketing strategies for enterprises There have been several studies on marketing in construction and marketing application in production and business activities of construction enterprises [69] [41] [61] [24] However, these studies have not mentioned the development of a science-based marketing strategy, applied to large-scale construction enterprises in the context of the current globalized economy, specifically These studies are: - Tran Van Tan with a doctoral dissertation, “Applied and developed research for a number of strategic and marketing policy issues in construction; Nghiem Sy Minh with a doctoral dissertation in economic science, construction marketing and applying it in construction enterprises; Dinh Dang Quang, Marketing of construction enterprises; Nguyen Dang Hac, Marketing of construction enterprises; Nguyen Van Chung with a doctoral dissertation, "Perfect the business marketing strategy management of stateowned commercial enterprises in big cities of our country"; Vu Tri Dung, Hoan Tien Thanh with the article "The relationship between business strategy and marketing strategy in enterprises" Research projects from oversee authors Research projects on marketing activities of enterprises Philip Kotler, an oversee author who specializes in marketing research, Philip Kotler's research is mainly about marketing such as: basic concepts of marketing, marketing management, research system and marketing information, concept of marketing environment, business issues and consumer buying behavior; problems of measurement, market forecasting, market segmentation and target market selection; problems of goods, products, product prices, product consumption, marketing communications activities In addition, market research helps businessman and marketing professionals understand the dynamics of change and the impact of globalization and regionalization on the future market In addition, there are some authors such as: Author Jonah Berger, "Propaganda effect; Paul R Gamble - Alan Tapp - Merlin Stone "breakthrough Marketing"; author Al Ries, Jack Trout, "Positioning: The battle for your mind"; Gini Dietrich "Spin Sucks" [91] are effective research document of media management and reputation in today's digital age where the internet makes everything popular Research projects on establishment of marketing activities for enterprises - Philip Kotler, a researcher, has studied the marketing strategy for enterprises, which refers to the concept of marketing strategies, step sequences and contents to develop marketing strategies and contents related to marketing strategies such as market, market segment and marketing environment, product content, pricing, distribution and marketing communications In addition, Paul R Gamble - Alan Tapp - Merlin Stone [44] mentioned marketing breakthroughs, thereby creating lessons for enterprises to establishment of relationships with customers and plan battles of marketing strategy in the current market segments Comments and Determine research gaps The author analyzed and evaluated research results on different perspectives on current affairs, on the relevance to market changes (the change in the laws of movement of the economy currently), the compatibility with new perspectives on marketing to serve as a basis for determining the research direction of the dissertation topic - General theories on marketing and development of marketing strategies have been studied a lot [19] [21 [22] [23] [27] [28] [52], contents of these studies focused on establishment of components for mixed marketing (products, prices, distribution and communication), has not yet developed a marketing strategy for enterprises In these studies, there has not been any study to specify marketing activities and development of marketing strategies for construction sector with specific characteristics in Vietnam - Research projects [6] [50] [52] [31] [32] [21] [40] [70] [75] focused on basic theories of general marketing management activities in the enterprise, including the marketing strategy management - Studies [34] [14] [15] [73] [77] [25] [33] [35] [87] [68] have research contents on marketing activities, establishment of marketing strategies but limited to only a few areas and research contents also focus on establishing components of mixed marketing such as products, prices, distribution, media, people, processes , This studies have not mentioned orders and contents of establishment of marketing strategies for large-scale construction enterprises - Research contents [24] [61] [69] [84] [85] [86] gave the process and content to set up marketing strategies for enterprises However, the procedure and content to establishment of marketing strategies are no longer consistent with modern marketing trends, need to have additional studies, modify to suit the current economy - Application and combination of marketing components to create mixed marketing of enterprises has been mentioned [65] [50] [55] [24] However, these studies are only at the level of questioning, and specific studies of the coordination between these components in construction enterprises with the characteristics of the construction industry and the scale of enterprises big is not available From above comments, the author defines research gaps and research directions of the dissertation is to study and develop the marketing strategy of large-scale construction enterprises, with the following specific contents: - The trend of international economic integration of our economy is an inevitable trend in the current context, so the dissertation needs to have researches on new views in modern marketing and its effects on building marketing strategy of largescale construction enterprises - Through scientific theories for establishment of marketing strategies and the status on establishment of marketing strategies for construction enterprises, the dissertation needs to make new studies on the order and content of steps to establish marketing strategy for large-scale construction enterprises - The field of business activities of large-scale construction enterprises is now quite diverse, so the development of marketing strategies should have scientific researches with high reliability to scale construction enterprises for applying to their enterprises - The dissertation studies and establish a marketing strategy framework, in which special content needs to be studied as the coordination between marketing components to form mixed marketing in accordance with the nature of production and business activities and scale of construction business CHAPTER BASIC THEORETICAL ISSUES ABOUT ESTABLISHMENT OF MARKETING STRATEGIES FOR ENTERPRISES 2.1 Marketing strategies on enterprises ‘ business strategies 2.1.1 Definition of enterprises ‘ business strategies The prevailing viewpoint now is that business strategy is a system of perspectives, goals and basic objectives and solutions and policies to best utilize resources and advantages, opportunities for enterprises to achieve goals set out in a certain time limit Business marketing strategy is a functional strategy that plays a role in supporting the overall business strategy, indicating tasks that enterprises must perform, creating distinctive distinguishing capabilities for enterprises to gain advanced competitive positions [71, p.298] 2.1.2 Marketing strategies of enterprises 2.1.2.1Definition of business stagetegies  Definition of business strategies A marketing strategy is an important, inseparable functional strategy of a business strategy A marketing strategy that clearly defines enterprises’ marketing goals and a set of marketing measures to achieve that goals The content of the marketing strategy is to define marketing objectives, select target markets, determine appropriate marketing strategy options, establishment of mixed marketing and implementation planning Thus, establishment of mixed marketing is an important content of the marketing strategy  Strategy plans and marketing plans Viewpoints on strategic planning and marketing plans are expressed by researchers such as: - Strategic planning of an enterprise is essentially an anticipation of the future (opportunities and risks) from which to set goals and operational orientations to adapt to the future and to ensure delivery long-term and solid growth in the market [6, p.70] - Marketing plan is a functional plan, a tool to run marketing activities of enterprises A marketing plan is a management document containing instructions for marketing activities that will be carried out for a brand or a product type and allocate these activities over the implementation period of the plan 2.1.2.2Roles and needs for establishment of marketing strategies for enterprises 2.1.2.3Main components of marketing strategies Enterprise’ marketing strategy is studied by many authors, including similar views and different views Through systematizing the theoretical basis of marketing strategy, from the author's viewpoints, the core activity of modern marketing strategy includes: market segmentation and target market selection; market positioning; establishment of mixed marketing a Market divisions and selection of target markets Market researches and segmentations to determine the target market suitable for businesses is an important task, requiring marketing departments of enterprises to perform in a scientific and professional manner Selecting a target market is one of important activities and an indispensable factor in the process of developing a marketing strategy b Marketed orientation Market positioning is the product design and image of enterprises to capture a special and valuable position in the minds of target customers Market positioning requires enterprises to decide how many different points and which ones for target customers should be promoted [19, p.249] Positioning on the market is the inclusion of good, unique and unforgettable impressions of enterprises' products in the mind of customers with appropriate mixed marketing strategies [24, p.27] c Mixed marketing There are many different expressions of mixed marketing researchers, according to the author, mixed marketing is a collection of marketing tools that enterprises use to achieve goals in a selected market Marketing tools are blended and combined into a unified whole to respond to market differences and changes [24, p.15] Currently, there are many different viewpoints on how to call Ps in marketing activities of enterprises, whose authors consider P as policies of marketing strategy; other authors consider P as tools, variables, measures, coordination, components of marketing mix; There is also an author who considers P as strategies of marketing activities in enterprises However, from the author's viewpoint, the Ps here is the component that is combined into a unified whole to achieve goals of the target market and create the marketing mix of enterprises Components of mixed marketing are built and targeted to a specific customer (target market) group Mixed marketing can be chosen from many possibilities, expressed as a function with variables - 4P: product (product), price (price), distribution (place) and communication ( promotion) In addition, depending on business sectors, mixed marketing is outside above components may be interested in other P components such as: with real estate business, there may be more political components ( Politic), Policy (Policy) [6, p.111]; power (Power), public relations (Public relations), Process, people or service personnel (people / personnel) or physical evidence of service providers (physical evidence) ) [24, p.18] 2.1.2.4Methods for establishment of marketing strategies for enterprises The process of setting up a marketing strategy consists of four stages: determining objectives for the strategy; analyzing and forecasting on enterprise capabilities and mandatory requirements; establishing possible strategic options; assessing and selecting strategies [24, p.53] 2.2 Components of mixed marketing In Philip Kotler's view on large-scale marketing research, in mixed marketing in addition to four basic components as mentioned above, he added two components - 2P which is the power component (Power) and public relations (Public relation) to form mixed marketing [24, p.12] with components - 6P in accordance with the characteristics of global marketing [50, p.657] and attributable large enterprises Power is now a component of mixed marketing, but at the same time a promotion strategy In contrast, public relation is an enticing strategy Power can push enterprises into a market, while public relations can entice businesses into that market Thus, according to the author, large-scale enterprises need to study the view on large-scale marketing and global marketing to apply to the development of the marketing strategy of enterprises 2.2.1 Enterprise products 2.2.1.1Products in accordance with marketing viewpoints The modern marketing perspective on products and services of enterprises is now divided into two viewpoints: that are marketing theory according to divergent theory (marketing scientist Al Ries and Jack Trout) and marketing perspective according to integration theory (with indirect participation of Philip Kohler) 2.2.1.2Contents and components of products a Product types b Consolidate the development of current product reputation c Develop new products d Product brands 10 CHAPTER PRACTICAL STATUS OF MARKETING ACTIVITIES AND ESTABLISHMENT OF MARKETING STRATEGIES FOR LARGE-SCALE CONSTRUCTION ENTERPRISES The data obtained from interviewed surveys and investigation include quantitative and qualitative data, so the author collected, analyzed and processed those data to quantify interview results Check out to highlight issues that need more researches Thereby, the author assesses the status of marketing activities and establish marketing strategies of large-scale construction enterprises as a basis for proposing measures to establish marketing strategies for large-scale construction enterprises in Vietnam 3.1 Overview on large-scale construction enterprises in Vietnam Large-scale construction enterprises are enterprises that satisfy regulations on the establishment of enterprises according to regulations and satisfy one of the following conditions: enterprises with total capital or total assets of over VND 100 billion, there are more than 200 employees participating in social insurance or having a turnover of more than VND 200 billion In the field of construction today, large-scale enterprises are mainly enterprises operating in the field of project construction and real estate investment and business, so enterprise activities in these areas are highly representative for large-scale construction enterprises 3.2 Personal surveys for large-scale construction enterprises 3.2.1 Purposes of personal surveys Detail purposes of personal surveys are as: - Find out the current status of the appropriateness of the management organization with marketing activities of construction enterprises - Find out the status of establishment of marketing strategies, sequences and contents of steps to establish marketing strategies of construction enterprises - Understand the status of building components of mixed marketing and the coordination between these components (products, prices, distribution, media and other components, if any) of the construction enterprises interviewed 3.2.2 People surveys and sample numbers - Subjects of the survey: Large-scale construction enterprises based in Hanoi and Ho Chi Minh City operating in site construction and construction sectors with real estate investment and business - Number of interviewed surveys: The author conducted contact questionnaires to survey 57 large-scale construction enterprises, of which 40 survey questionnaires were collected from 40 enterprises meeting the thesis's research requirements, have practical value as a basis for analyzing and evaluating [part 2, appendix and part 2, appendix 2] 3.2.3 Prepare for questionnaire and select interviewed methods Interviewed surveys were conducted through questionnaires The content of the questionnaire was built by the author in accordance with the content to be studied and implemented through steps, the length of the questionnaire was moderately (35 questions); questions are built with appropriate lengths, ensuring a balance between closed questions, open questions and combined questions; the content of each question is appropriate to the research object and the study area; The question is clear, not ambiguous, does not cause many different understandings, ensures confidentiality of information for enterprises [part 1, appendix 1] 11 The author used three methods of interviewing such surveys: direct interviews, telephone interviews, interview interviews via e-mail 3.3 Analyze the status of marketing activities and develop marketing strategies in large-scale construction enterprises Through the interview process of 57 different construction enterprises, the author collected 40 votes to meet the requirements of the interview specifically as follows: Table 3.1: Summary table on results of interviews with sociological surveys for largescale construction businesses STT Contents Numbers Total surveyed questionnaire issued 57 Including: 1.1 - Direct surveys: 18 1.2 - Survey through telephones: 16 1.3 - Survey through E-mail 23 Total surveyed questionnaire collected 45 Total surveyed questionnaire valid 40 Total surveyed questionnaire not valid 17 (Survey through E-mail) - Surveyed questionnaire not reply from 4.1 12 enterprises - Surveyed questionnaire not filled for less 4.2 than 50% questions on total contents Within 40 questionnaires that meet requirements, 24 enterprises (accounting for 60%) are construction contractors and 16 enterprises (accounting for 40%) are construction enterprises with real estate business Through the result of interviewing sociological surveys in different large-scale construction enterprises, the author found that the change in business thinking of construction enterprise managers today is the change of governance activities, business management to better meet market requirements and adapt to the economy However, the research and deployment of marketing activities in the production and business process of construction enterprises is still limited, which is reflected in the lack of in-depth research on construction in the market to the houses Management of construction enterprises as a basis to apply to practical operations In addition, leaders of construction enterprises have not determined the proper role of marketing activities and investment in resources to implement marketing activities in general and marketing strategies in particular 3.3.1 Status of organizational structure of large-scale construction enterprises associated with marketing activities Marketing activities of large-scale construction enterprises contribute to promote the process of production and product consumption, contribute to increase the signed contracts (winning bids in construction bidding), real estate investment projects deployed, successful real estate transactions Through data of surveyed questionnaire, the author found that large-scale construction enterprises are increasingly aware of the role of marketing activities and the development of marketing strategies, so these enterprises have gradually used marketing in the past Business production process and marketing department are mainly assigned to one to two charge departments Table 3.2: The department in charge of marketing activities in the organizational 12 structure of the management apparatus of construction enterprises was interviewed and investigated Enterprise Corresponding STT How to organize marketing department numbers rate (%) Organization type 1- The Marketing Department itself is on par with other 7.5 functional departments Organization type 2- Organized at a division of functional departments 21 52.5 Organization type 3- Organized in the 16 40 department of functional departments For construction enterprises that have real estate business investment, they organized a oriented apparatus to consider marketing as a tool to compete in business, so they organized a separate marketing department or concentrated in one department for easily deploy marketing activities (customer care, market development, product development) With construction enterprises whose main business is constructing, the application of marketing lies in the bidding and introduction of enterprises In addition, the organization of marketing activities is often organized by enterprises in different forms such as: organized by function; organized by geographic areas and by type of products Surveyed figures are shown in diagrams of the organizational charts of construction enterprises [Figures to 40, Appendix 3]; organizational form of marketing departments [Table 3.2, Appendix 4] and summary of marketing department in organizational structure of management apparatus of construction enterprises [Table 3.3, appendix 4] 3.3.2 Present condition of marketingactivities of large-scaled construction enterprises Through survey interviews, viewpoints of construction enterprise managers on marketing activities are still inadequate, they consider marketing activities to be quite simple and mainly about promotional activities, reducing selling prices and Real estate leasing Therefore, the marketing activities that businesses carry out are limited, focusing mainly on activities such as: Advertising and introduction of enterprise capacity (contracting solutions, business capital , machinery and equipment, human resources ); improve the quality of construction works; apply new technology solutions in the field of contracting and real estate business, advertising real estate projects, promotions for real estate products are offered In the context of an increasingly integrated international economy, construction enterprises suffer a great impact of the market, requiring enterprises to have market analysis (construction market by capital source, by type of construction works group) building houses, houses for rent, roads, markets for real estate are housing, real estate leasing, real estate for relaxation), forecasting the development trend of the markets The analysis of large-scale construction enterprises to identify strengths, weaknesses of enterprises, market analysis and market forecast to capture challenges and opportunities, through which construction enterprises identify suitable marketing objectives suitable for the market Researching enterprises is conducted by surveyed questionnaire, the authors recognize that the basic enterprises are aware of the role of business and market analysis, but the forecast and positioning of enterprises is done not exactly lead to the goals that are not achieved Through the process of investment process, the author found that the construction enterprise managers considered objective factors as factors that greatly influenced the 13 marketing activities of construction enterprises Construction enterprises said that the construction demand factors, the demand for foreign investment and the State budget for capital construction investment, the development of the real estate market, economic growth macro, policy changes related to construction activities are major factors affecting the development of marketing strategies With enterprises with contracting activities with real estate business, factors of staff incomes, the demand for buying and renting apartments, offices, demand for resort real estate, the level of urbanization , population movement, the degree of integration and foreign investment in our economy are the factors affecting the development of marketing strategies of enterprises However, the subjective factors that construction enterprises can change and adjust flexibly to meet the movement of market changes are not highly appreciated by businesses and considered as important factors for enterprises to build proactively develop marketing strategies 3.3.3 Present condition of establishment of marketing strategies for large-scaled construction enterprises The author conducts questionnaire surveys to find out the situation of establishment of marketing strategy for construction enterprises on the following contents: assessing the role and necessity of marketing strategies for business activities, order and content of steps develop marketing strategies; coordination between marketing components; plan to implement marketing strategy in construction enterprises 80 75% 70 60 50 40 30 20 15% 10% 10 Established Đã xây dựng fully ĐãEstablished xây dựng butchưa đầy đủ khoa not good yethọc Chưayet xâyestablished dựng Not Figure 3.1: Present condition of establishment of marketing strategies for surveyed enterprises Firstly, results of investment in Figure 3.1 show the majority of construction enterprises not establish or have not established a completed marketing strategy, not consider the establishment of a marketing strategy as a key task to be done and also have not concretized the construction of marketing strategies into valuable legal documents in the process of implementing construction enterprises Therefore, the functional departments of enterprises, the officers in charge of marketing and employees are not properly aware of the role of marketing strategy for business activities of enterprises 14 Table 3.3: Goals of marketing marketingactivities of large-scaled construction enterprises surveyed Enterprise Corresponding STT Goals of marketing strategies number rate (%) Goal 1-Profit maximization 40 100 Goal 2- Market orientation, ensure strong position of enterprises on businesses 39 97.5 Goal 3-Ensure business safety 39 97.5 Goal 4-Ensure stable jobs for employees 16 40 and environmental protection 2.5 Goal 1,2 2.5 Goal 1,3,4 23 57.5 Goal 1,2,3 15 37.5 Goal 1,2,3,4 Through surveyed results, the author found that construction enterprises fully implemented the sequence of steps to develop marketing strategies (determine the objectives of the strategy; analyze and forecast the capabilities of the enterprise; establish battle plans) possible strategies, strategic plan options and assessments are quite few, steps are quite sketchy Construction enterprises mainly define marketing objectives (usually identify duplicates, similar to the production and business objectives of enterprises and focus mainly on the maximum profit target) in Table 3.3, followed by giving marketing measures, so the marketing strategy is built incomplete and not effective for the operation of construction enterprises The establishment and coordination of marketing measures (policies) to form mixed marketing has not been paid attention by enterprises Construction enterprises only stop giving some marketing measures on products, services, prices and marketing communications With businesses building construction activities, marketing measures are reflected in when businesses have new construction technology solutions, using new materials and businesses also build high valuation policies in the right time to bring efficiency to businesses but still ensure competition in the market With businesses building construction activities with real estate business investment, offering real estate products with superiority in geographic location, in terms of utility, and at the same time, businesses have launched communication policies (advertise with different means and forms), price policy (high price policy with specific products) with the aim of maximizing profits for businesses The coordination between marketing measures together to create business performance of businesses is still low The level of coordination between these measures is also limited, mainly coordinating from one to two marketing measures together, thus not creating a complete marketing mix in construction enterprises In addition, the establishment of plans to implement the specific marketing strategy also not interested in construction enterprises Surveyed results show most of construction enterprises not set up marketing budgets, not set up a completed marketing plan, but only give a few contents about specific targets to be achieved such as: revenues to be achieved, profits to be achieved, numbers of signed construction contracts, numbers of real estate projects to be deployed, numbers of apartments for sale and rent, and some solutions to develop the market schools and customers Therefore, 15 the effectiveness of marketing strategies for businesses has not met the requirements of construction enterprise 3.3.4 Present condition of establishing components of mixed marketing for construction enterprises 3.3.4.1About products and services With the object of research is the construction enterprises with large-scale construction activities and construction enterprises with construction investment business Surveyed results show the construction enterprises are very diversified (including civil works, transport works, industrial projects, technical infrastructure and agricultural projects distributed) Rural development) and the investment capital for construction of these works is also very rich, including state budget capital, non-budget state capital, foreign investment capital and private capital Especially, enterprises with businesses on contracting civil and technical infrastructure often expand their businesses to real estates, which is a common trend for large-scale and suitable enterprises scene of construction enterprises as well as construction market, real estate market today For construction activities that have invested in real estate projects later for business of construction enterprises, results of investment projects show that construction enterprises mainly focus on investing in real estate projects in urban areas for living and mixed apartments (for living, commercial centers, offices for rent) In addition, these enterprises may also invest in villas and resorts for tourist services at famous travelling locations With the type of activity mainly selling and leasing real estate, construction enterprises have captured the market's demand to develop products suitable for different customers and in accordance with the capabilities of each construction enterprise 3.3.4.2 About prices of products and services With the role of pricing products and services in production and business activities of construction enterprises, the establishment and management of the right price policy is an important condition to ensure enterprises can penetrate and dominate market and improve business performance of construction enterprises However, the price of construction products is affected by many factors, its formation and movement is very complicated, requiring the administration of valuation to be done synchronously and with consideration and consideration dynamics of other measures Through surveys, the author found most of construction enterprises were asked to assess the development of proper valuation policies will bring very high efficiency in production and business activities In a market economy, price competition is competition that brings immediate and very effective results, but construction enterprises have not built appropriate price policies to promote efficiency in order to achieve the set objectives 3.3.4.3 About distribution of products and services In the field of construction, product distribution of construction enterprises has differences compared to other industries This phase begins before the product is finished (i.e before the construction is completed), it starts from signing the contract between the investor and the construction contractor until the end of construction and handover construction At the stage of product distribution, construction companies not have to transport products to consumers and not have to wait for sale Through interview results in Table 3.16 below, the product distribution and consumption of construction enterprises depends on many factors, from objective factors such as house management mechanism water on contracts, settlement of investment capital, maintenance and warranty of works, relations in the market such as supply and demand relations, competition to subjective factors of enterprises such as work 16 organizing contract management, settlement and maintenance of contractors, building relationships with investors and related subjects With construction enterprises investing in real estate business, the distribution of products is the process from the completion of the real estate to handover to customers and liquidation of the contract, it depends on partners such as trading centers Real estate, real estate trading floor, real estate brokerage, consulting organization and real estate valuation The quality of real estate projects and customer care policies are what draws the attention of customers 3.3.4.4 About enterprise communications Communication within construction enterprises is the introduction and persuasion of customers through the capacity, experience and product quality of the enterprise (the quality of construction works, the quality of real estate supply activities) by the pictures (advertising, public relations, direct marketing or internet marketing, communication relations in finding contracts, trading contracts with investors and customers with real estate needs ) Researches on the status of communication activities of construction enterprises shows construction enterprises focus mainly on activities such as advertising offers, product introduction, introduction of production capacity of enterprises, supply capacity, application of real estate and art services to sign contracts of construction and installation, supply of real estate services; art of dealing with investors in the process of implementing construction contracts, dealing with investors and real estate business intermediaries; art handover, real estate handover Sales promotion activities, direct marketing activities, interactive marketing (online marketing) and less used public relations such as: participating in construction associations, construction consultants, associations real estate; create and establish mutual understanding and brand reputation of enterprises with the market; in social relations, government relations, international relations and between peoples, industrial and financial relations, relations with mass media 3.4 Limitation and shortcomings of marketing activities and establishment of marketing strategies for large-scaled construction enterprises 3.4.1 Limitation and shortcomings of marketing activities for large-scaled construction enterprises Through surveyed results on large-scale construction enterprises and construction contractors with construction investment business, the author found the establishment and deployment of marketing tools in the practical operation of construction enterprises still have many problems, managers of construction enterprises not have enough skills to implement marketing activities, there are no reliable scientific documents for managers of construction enterprises to apply in practice These existences include: - In terms of institutional law and macroeconomic policies - The level of awareness and application of marketing activities in production and business of construction enterprise managers is much different from that of developed countries, mainly based on the main business experience - The implementation of marketing activities is still limited, the concept of marketing is just advertising, introducing company capacity, competing on bid prices, selling prices of real estate products, discounting real estate products this is The views are no longer consistent with the new perspectives on modern marketing - In organizing the operational management apparatus of the enterprise, the business executives are not yet devoted to the research department and implement the marketing strategy to operate the business in a desirable position - The analysis of the construction market, forecasting the development of the market 17 in the future in order to determine the target market for business and production activities of enterprises has not been considered sufficiently and logically by enterprises , science - The specificity of construction enterprises in construction activities and construction business activities with real estate business investment has not been fully studied as a basis for building marketing strategies for businesses 3.4.2 Limitation and shortcomings of marketing activities for large-scaled construction enterprises The majority of large-scale construction enterprises have not built a complete marketing strategy, construction enterprises often only perform one or one steps in the process of establishing marketing strategies (steps to determine the goals of the strategy then take the marketing strategy and implementation Therefore, the development of marketing strategies has not taken into account the market factors, marketing environment and specific circumstances of the business In addition, the construction enterprises have not yet developed plans for implementing the selected marketing strategy plans, have not arranged appropriate budgets for the relevant activities to implement the marketing strategy From that point, an important cause of these shortcomings is the lack of a marketing strategy framework such as a document with a scientific basis, reliable enough to serve as a basis for enterprises to research and develop marketing strategies for my business In large-scale construction enterprises, the establishment and coordination between marketing components is still limited, these marketing components are built quite independently, construction enterprises not know how to use these marketing components to serve as a basis build other marketing components CHAPTER ESTABLISHMENT OF MARKETING STRATEGIES FOR LARGE-SCALE CONSTRUCTION ENTERPRISES 4.1 Challenges posed in the establishment of marketing strategies for construction enterprises - With the strong integration of the Vietnamese economy with the world economy, construction enterprises stand in front of the requirement to develop towards diversifying business and business fields according to the value chain of the industry - Construction enterprises operate with contracting activities and construction enterprises with contracting and real estate investment are high specific enterprises (characteristics of construction, distribution, advertisement and sales ) - The current construction market has very fierce competition, associated with the socialist-oriented market economy Marketing strategies need to be studied in the trend of the 4.0 industrial revolution (in the development of internet of all things, digital technology and artificial intelligence ) 4.2 Premises on establishment of marketing strategies for construction enterprises 4.2.1 Marketing from the perspective of economic globalization - Current marketing activities cover all business relationships with partners and external environment, need to combine traditional marketing tools with marketing tools based on digital technology, internet and artificial intelligence The uniqueness in the market mechanism decides customers to dominate the entire production and business strategy of the enterprise - Marketing activities require creativity, find differences, discover new ones Creativity, newness, difference can start from many aspects: from production, distribution organization, from approach to customers, from marketing communication activities Modern marketing is the complex of Many factors such as product, price, 18 distribution, promotion, power, profit, public relations, efficiency - Large-scale enterprises (multinational economic groups, large corporations) when entering any market must study and consider consumers' customs, practices and culture in these markets Business activities of enterprises are less narrowed in national borders, but instead are merging with globalization trend 4.2.2 Positions and importance of marketing activities for enterprises today Marketing activities of enterprises increasingly affirm an important role in the process of production and business activities of enterprises The failure in the production and business activities of the enterprise is mainly the failure of marketing, so the marketing decisions are the most important for businesses The role of marketing today on enterprises is shown with some contents as follows: - Today's marketing orientation is in favor of the overall production and business activities of enterprises Marketing managers must undertake a much greater responsibility than traditional notions - Enterprises want to link the working relationship between marketing and sales, marketing and new product development Find new opportunities in the global business environment The globalized business environment has increased challenges for businesses - Find out new approaches in modern marketing through communication activities As a general forecast, mobility trends will grow more and more in parallel with utilities from smart mobile devices, "cloud computing" services along with the need for massive data usage with internet marketing Marketing sector needs to apply and use IoT (universal connection) as the most effective tool to implement the marketing strategy of your business Use artificial intelligence to describe new products or work out solutions to customer problems by combining interchangeable cases that we often don't think about 4.2.3 Marketing environment for construction enterprises In addition to the contents of marketing, with the viewpoint of globalization of the economy, the research on building marketing strategies of construction enterprises should be based on the elements of the marketing environment, including internal factors and internal factors outside of construction enterprises 4.2.3.1Macro marketing enviroment In the course of operation, construction enterprises are always affected by factors such as scientific - technical progress, economic situation, political situation, ecological requirements, socio-cultural environment and finally demographic That is the macro environment of marketing, the effects of these factors should also be taken into account when researching to develop marketing strategies 4.2.3.2Micro marketing enviroment Basic elements of the micro marketing environment can be investors, suppliers of resources, subcontractors, commercial intermediaries (real estate trading floors, real estate brokerage centers), competitors These factors are studied in specific conditions of large-scale construction enterprises with specific areas of business activities Components of the micro environment have a direct impact on the drafting and implementation of marketing decisions on construction enterprises Developers identify needs, have the ability to pay will create the market of finished construction products; suppliers create material and physical conditions of construction production, which affect construction techniques and technology; Subcontractors to a large extent determine the market capabilities of construction enterprises, the quantity and quality of construction products; competitors by their behavior in the market predetermined marketing conditions, selected marketing strategies and tactics of construction businesses; 19 Commercial intermediaries will be representatives of the business when introducing the company's products to buyers 4.2.3.3Internal environment of construction marketing When the concept of the internal environment of marketing establishment as the overall production and social environment of the construction business, it can be assumed that marketing has gone deeply into all components of the production apparatus - Production environment of the internal environment of marketing construction includes the following basic components (Supply activities; Business operation planning; Finance; Consumption) - Social environment of the internal environment of marketing construction includes the following components (Employees; Organization; Motivation, stimulation; Social protection) 4.2.4 Characteristics of construction marketing The construction industry has many unique characteristics so construction marketing is also different from industry and service marketing on the principle issues of economic and legal relations, In terms of valuation, efficiency standards and forms of competition, construction marketing has the following characteristics: - Marketing on construction is essentially a new tool, there are some differences compared to marketing other commodity products and including a part of the service marketing characteristics Capital construction works such as goods with all the characteristics of investment goods, therefore construction marketing carries the characteristics of marketing investment goods Building marketing is richer, more diverse than marketing industrial goods This feature is due to the length of the product life cycle in production and consumption of construction products is much greater than that of industrial goods The complexity of construction marketing is expressed in that in the long investment cycle, there must be great demand for materials, semi-finished products, diverse structures, abundant and construction techniques; there is cooperation in the production of construction products of a large number of participants in the implementation of construction investment projects The investor in construction is different from the consumer of industrial goods in that he is not only a buyer but also an active and proactive participant during the construction investment process (with his functions guaranteed design, site clearance, contractor selection, technology equipment supply, project management ) - Construction marketers need to know the long-term trends of the construction investment market development and apply proactive marketing, anticipating demand dynamics for construction products in the future Marketing of construction enterprises is a regular process, but divided into two phases before bidding and after winning a bid Marketing construction is a special marketing because it depends on each project, each construction work that the enterprise participates in bidding Marketing in construction activities is direct marketing Construction marketing activities are aimed at specific and direct buyers and sellers (investors) 4.3 Establish strategic marketing strategies for construction enterprises Research results of the dissertation are the research to build a marketing strategy framework of large-scale construction enterprises suitable to each business area of enterprises Thereby, it is a basis for construction enterprise managers to apply to building marketing strategies for their businesses 4.3.1 Viewpoints on establishment of strategic marketing strategies for construction enterprises 4.3.1.1General viewpoints on strategic marketing strategies for construction enterprises 20 The marketing strategy framework of construction enterprises that the thesis presents here is an important document with a scientific and practical basis to help the management and administration of large-scale construction enterprises become effective and achieve the items business targets set out Therefore, the marketing strategy framework of large-scale construction enterprises is proposed on a number of points of view as follows: - Marketing strategy is built to manage and operate construction enterprises in a more efficient way, helping the development of enterprises to be sustainable, consistent with each period of operation and ensure inheritance and long-term development, long and stable construction enterprises - The objective of the marketing strategy is primarily to optimize profitability, ensure stable development, create power and improve competitiveness for construction enterprises - Measures to manage business operations in general need to be associated with the marketing strategy of enterprises, appreciate the role and position of marketing strategies in business activities of construction enterprises - The foundation to apply the marketing strategy framework of construction enterprises is: to ensure a suitable and stable legal corridor for development enterprises; construction market and real estate business ensure fair competition and increasingly expanded especially in international markets; competitive environment of construction enterprises With these points of view, the marketing strategy framework of construction enterprises becomes a very important base to help construction enterprises managers overcome weaknesses in research and implementation of marketing measures of construction enterprises, while helping construction enterprises have solid foundations to enhance our competitiveness in the context of the current economy Through researching the theoretical basis of marketing strategy and specific characteristics in the fields of construction enterprises, the author gives the concept and classification of marketing strategy framework as follows: - The marketing strategy framework for construction enterprises is a system of logical points and content of steps to build marketing strategies associated with the target market that construction enterprises have chosen, the marketing strategy framework is the basis for pressure research enterprises build marketing strategies for their enterprises - Marketing strategy framework outlines sequence and content of steps to build marketing strategy of large-scale construction enterprises The author proposes the content sequence of steps to develop a marketing strategy framework through steps: establishing the objectives of the marketing strategy; market analysis and forecasting and SWOT analysis; market segmentation and target market selection; determine appropriate marketing strategy options for businesses; mixed marketing construction; Prepare a marketing plan to implement the selected strategic plan With the proposal of steps to build a marketing strategy framework of construction enterprises, the author said that it has identified the approaches to marketing activities that construction enterprises can implement to achieve the objectives set by the enterprises 4.3.1.2 Contents of steps on establishment of strategic marketing strategies for construction enterprises With research objects of the dissertation are large-scale construction enterprises with operation fields as mentioned above, the author has conducted research to build a marketing strategy framework of construction enterprises with areas of operation Specifically, it is: (1) marketing strategy framework for construction enterprises with 21 large-scale contracting activities; (2) marketing strategy framework for large-scale construction enterprises with contracting and real estate investment activities The specific research contents of these marketing strategy frameworks are detailed by the author in the following sections 4.3.2 Strategic marketing strategies for construction contracting enterprises 4.3.2.1Set up goals of marketing strategies Specific goals such as the expected profit level, the rate of return on the completed construction value, the number and value of signed construction contracts, making a difference in exam technology construction works, improving the quality of construction works, ensuring jobs for employees in the enterprise, maintaining and improving relationships with investors, subcontractors and suppliers… 4.3.2.2Analyze, predict and SWOT analysis for construction enterprises The content in this step needs to study the specific characteristics of construction activities: characteristics of the construction project itself, characteristics of construction bidding activities, negotiation to sign construction contracts between the winning bidder and the investor, signing a contract between the general contractor and subcontractors and suppliers to serve as a basis for analyzing and forecasting the market and determining the strong and weak points of the enterprise The SWOT analysis is essentially a combination of data analysis on the status of business operations, the status of marketing activities, the impact of marketing and market environment on strategy formulation The SWOT analysis of large-scale construction enterprises needs to clarify the following contents: Determine the strengths and weaknesses of construction enterprises; Identify opportunities and challenges for businesses 4.3.2.3Stage market segments and select target markets for construction enterprises The segmentation and market selection should be based on the above SWOT analysis as a basis for selecting target markets When conducting market segmentation, enterprises building construction activities need to give some criteria to segment market Based on the market segmentation, business managers need to select the target market in accordance with the conditions of enterprises and the general context of markets 4.3.2.4 Set up marketing strategy methods for construction enterprises The marketing strategy of construction enterprises is expressed through competitive strategies in construction bidding Based on the contractor selection process, the bidding form and the bidding method of each bidding package, the construction enterprises shall formulate a competitive strategy in their bidding accordingly, the competition strategy in bidding shall cover up Other strategies such as: core market strategy (selecting the right bidding package to participate in the bidding), market challenge strategy (participating in the bidding of traditional competitors' packages), battle market leading strategy (leading the application of science and technology in the construction of underground sections, construction of large span bridges, in construction of high-rise buildings ), marketing strategy according to business position (express information) through introduction of experienced and competitive competition capacity of contractors, construction sectors) 4.3.2.5Set up mixed marketing for construction enterprises Determine components of mixed marketing and coordinate these components in the process of implementing marketing strategies for enterprise still has many limitations and policies on bid prices with the characteristics of the bidding package, the settlement and settlement and contract management, creating brand reputation of enterprises have not been coordinated by each part of enterprises to bring operational efficiency for 22 construction enterprises Therefore, the construction of mixed marketing needs to be researched and implemented in accordance with the selected strategic plan, suitable to the selected target market Marketing of construction enterprises operating in the field of construction is marketing production, the construction enterprises are studied as largescale enterprises Therefore, according to the author, the components external marketing mix components - 4P (product, price, distribution and marketing communication) need to add components (power and public relations) to forming mixed marketing with components - 6P in accordance with the characteristics of global marketing (large-scale marketing and international integration) 4.3.2.6 Set up marketing plans for construction enterprises To implement a successful marketing strategy, the next job is to formulate a detailed marketing plan to specify that marketing strategy Marketing plans can have short-term plans (plans less than year) and long-term plans (plans greater than year) The marketing plan of the construction enterprise includes the following contents: Summary of inspection criteria; Current marketing situation of enterprises; Analysis of opportunities and challenges - SWOT analysis; Objectives and related issues; Solutions to implement the selected marketing strategy; Program of action; Marketing budget; Control and adjustment 4.3.3 Marketing strategic frameworks for construction contracting enterprises with real estate investments For real estate business, the role of construction enterprises at this time is the investor of the project (a construction enterprise can sign a construction contract with another contractor) or a construction enterprise constructs the main project I am an investor, it depends on many factors, depending on the direction of the business itself The relationship between subjects at the moment in the market should be clearly defined as a basis for determining marketing strategies to suit the actual operation situation of enterprises For construction contracting enterprises with real estate investment, the marketing strategy of enterprises includes two strategies suitable for two business areas (two target markets): marketing strategy of enterprises building construction activities and marketing strategies of construction enterprises investing in real estate business (investing in building real estate for sale, leasing, leasing and transferring BDS) 4.3.3.1 Set up goals of marketing strategies for construction enterprises Objectives of marketing strategies may include: the number of successfully traded, leased, leased and transferred properties; performance of sale, lease, hire purchase of real estate investment projects; revenue and profit value from real estate investment projects In addition, the goal of the business is to create the position of businesses in the real estate business, create and cherish the core values in business ethics, ensure benefits for customers 4.3.3.2Analyze, market prediction and SWOT analysis for construction enterprises Establish a marketing strategy framework, construction enterprises need to conduct analysis of real estate business activities, the status of marketing activities and build marketing strategies of businesses in the real estate business, the factors affecting the marketing environment to real estate business, real estate market analysis and SWOT analysis, thereby serving as a basis for market segmentation and selection of target markets SWOT analysis helps construction enterprises identify strengths, weaknesses as well as opportunities and challenges for businesses, through which enterprises have an important basis to conduct market segments 4.3.3.3Stage market segments and select target markets for construction enterprise Based on the analysis, market forecast and SWOT analysis, construction enterprises 23 need to conduct market segmentation, thereby helping construction enterprises choose the target market The selection of the target market should ensure the assessable factors of the market such as: the dominant element of the market segment, the profit of the market segment, the level of risk limitation of the market segment , feasibility of market segment The target market of enterprises building construction activities has real estate business investment (based on income; according to the nature of the invested property; In the form of real estate business) 4.3.3.4Set up marketing plans for construction enterprises Marketing in construction enterprises with real estate investment has many specific characteristics, in order to develop marketing strategies firstly, it is necessary to identify the issues related to real estate marketing, then proceed to the division calculates those issues This analysis allows clarifying the position of construction enterprises in the marketing environment and assessing the ability of construction enterprises to succeed in the future Strategic marketing plan of construction enterprises with BDS business investment as: Leading strategy; Low cost strategy; Business marketing strategy follows; Strategic relationship with partners in the market 4.3.3.5Set up mixed marketing for construction enterprises With the nature of operation of construction enterprises with contracting and real estate investment, marketing activities of enterprises are production marketing and there is a part of service marketing, the scale of construction enterprises is studied here largescale enterprises, in addition to the nature of investment in real estate business, allow the application of the achievements of the 4.0 industrial revolution (universal internet, artificial intelligence, digital technology, big data - big data ) into marketing Therefore, according to the author, the mixed marketing of the enterprise consists of basic components - 4P of production marketing (product, price, distribution and marketing communication) and components - 3P is power , public relations and corporate policies, creating mixed marketing with components - 7P in accordance with the characteristics of construction enterprises and the current international integration of the economy 4.3.3.6 Set up marketing plans for construction enterprises With the marketing strategy chosen and built by construction enterprises to be able to successfully implement this strategy, construction companies must make marketing plans This plan must detail the contents studied above Marketing planning of construction enterprises with construction and real estate investment activities including: Summary of inspection criteria; Current marketing situation of enterprises; Analysis of opportunities and challenges - SWOT analysis; Objectives and related issues; Solutions to implement the selected marketing strategy; Program of action; Marketing budget; Control and adjustment CONCLUSIONS AND RECOMMENDATIONS Conclusions In the market economy and international integration, business and production activities in construction enterprises have many different characteristics, marketing activities become more and more important in the operation of enterprises, especially the establishment of marketing strategy for construction enterprises The research on establishment of marketing strategies for construction enterprises is not yet available, so the research on establishment of marketing strategies for construction enterprises is an urgent issue, in order to meet the growing and growing of current construction enterprises in the globalized economy It is possible to generalize main conclusions and new contributions from the research results of the dissertation as follows: (1) Systematize, clarify and supplement the theoretical basis of the marketing strategy for enterprises in the globalization and international integration economy 24 (2) Evaluate the status of marketing activities and establishment of marketing strategies for large-scale construction enterprises, contracting activities with real estate investment through interviewing surveyed on enterprise managers (3) Clarify the premise for establishment of a marketing strategy of construction enterprises, including the marketing perspective in the economy of globalization and the industrial revolution 4.0, the marketing environment In addition, the dissertation also clarifies the specific characteristics of construction marketing such as construction products, construction in construction, specific characteristics of real estate investment and business activities and construction market (4) Propose viewpoints on establishment of a marketing strategy framework for construction enterprises and propose a marketing strategy framework of large-scale construction enterprises, order and content of steps to establish a marketing strategy framework of construction enterprises (5) Provide establishment contents of mixed marketing in the marketing strategy framework for construction enterprises For large-scale construction enterprises, contracting and marketing activities are mixed and combination of components For large-scale construction enterprises, construction activities have real estate and marketing investment, including components Recommendations Recommendations for governmental management agencies - Systems of legal documents: soon amendments and supplements to a number of regulations related to online bidding activities, soon issue investment law in the form of public-private partnerships and reduce investment procedures, conditions for real estate business Modify Housing Law, Land Law, Real Estate Business Law on concepts, terminology and between the provisions of the law with the contents of the home ownership duration of foreigners; conditions for individuals and organizations to invest in real estate business; regulations on transfer of real estate projects; regulations on risk prevention guarantee for buyers and renters in the future - Create conditions to expand markets for construction enterprises, especially international markets, with a focus on approaching, exploring and exploiting markets in regional and international countries - Create a healthy financial market and create conditions for construction enterprises to easily access capital - Help and improve competitiveness for construction enterprises - The Government should soon build and implement projects on economic development of countries in which the focus is on digital transformation strategy for the field of construction investment and real estate business Recommendations for construction enterprises - Construction enterprises need to establish an enterprise management apparatus to suit the marketing and marketing strategies that have been proposed - Enterprise managers need to determine appropriate marketing costs for their enterprises and consider this as a regular expense of enterprises - Human resources in charge of marketing activities of construction enterprises need to be trained in a scientific way, have in-depth knowledge of marketing and capture specific conditions of construction enterprises - Enterprise construction managers need to show marketing strategies in the form of legal documents in enterprises and marketing strategies at the time ... in marketing research, Philip Kotler's research is mainly about marketing such as: basic concepts of marketing, marketing management, research system and marketing information, concept of marketing. .. strategy A marketing strategy that clearly defines enterprises’ marketing goals and a set of marketing measures to achieve that goals The content of the marketing strategy is to define marketing. .. develop marketing strategies; coordination between marketing components; plan to implement marketing strategy in construction enterprises 80 75% 70 60 50 40 30 20 15% 10% 10 Established Đã xây dựng