Türk İnşaat Sektöründe Pazarlama Stratejilerinin Gelişmesine Yönelik Araştirma Odakli Bir Çerçeve

Yıl 2014, Cilt: 5 Sayı: 15, 7 - 24, 01.04.2014

M. Yaman Öztek Özgür Çengel

https://doi.org/10.5824/1309-1581.2014.2.001.x

Öz

Türk işletme çevrelerinde, inşaat sektörü genel ekonomik büyüme ve sürdürülebilirlik açısından önemli bir rol oynamaktadır. Fakat, sektörün karlılığını güçlendirmek açısından etkin pazarlama stratejileri uygulanmamıştır. Bu kısmen geçmişte talebin arz seviyelerinden fazla olduğundan kaynaklanmıştır. Bugünlerde tam tersine, günümüzde yoğun rekabet yeni inşaat projelerinin tanıtılmasını zorunlu kılmaktadır. Bu yüzden, geçmişte olanın aksine, arz seviyeleri talep seviyelerine kıyasla artmaktadır. Sonuç olarak, inşaat firmalarının bu sektörde ayakta kalabilmeleri için özgün pazarlama stratejileri geliştirilmelidir. Bu makale 152 örneklem ile Türk ekonomisi ve inşaat sektörü açısından ekonomik büyümeyi araştırmaktadır. Bunun yanı sıra, inşaat türleri, inşaat firmalarının en büyük pazarları, pazarlama/yönetim stratejileri ve sektörün problemleri, son zamanlarda gündeme getirilen e-pazarlama/yönetim odaklı olarak araştırılmış ve tartışılmıştır.

Anahtar Kelimeler

İnşaat sektörü, rekabet, E-pazarlama/yönetim, İnşaat pazarları

A Research Oriented Framework for the Development of Marketing Strategies in the Turkish Construction Sector

Öz

In the Turkish Business Environment, construction sector plays a crucial role in the context of overall economic growth and sustainability. However, there have not been effective marketing strategies being implemented in order to enhance the profitability of the sector. This had occurred partly due to the fact that demand had been above the level of supply in the past. In contrast, nowadays fierce competition enforces that many construction projects are being promoted, thereby increasing the level of supply compared to the level of demand unlike what has happened in the past. As a result, genuine marketing strategies need to be emerged in order for construction companies to stay alive in this sector. With a sample size of 152, this paper aims to research the economic growth in terms of Turkish economy and construction sector. Besides, construction types, the biggest markets of construction companies, marketing/management strategies, and problems associated with the sector have been researched and debated with a specific focus on e-marketing/management approaches that have recently been revealed.

Anahtar Kelimeler

Construction sector, Competition, E- marketing/management, Construction markets

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