“一带一路”倡议提出以来，中国企业纷纷响应国家倡议，积极参与“一带一路”建设，中东地区作为“一带一路”的重要组成部分，是参与建设企业的重要市场。但中资建筑企业在中东市场占比较少，中国企业如何在中东市场获取更高的市场份额，是参与“一带一路”建设的中资建筑企业极其关注的问题。作为中国最早一批“走出去”建筑企业， A建筑企业虽连续16年获评美国《工程新闻记录》亚洲最大承包商，但A建筑企业在中东地区新签合同额在中资企业中占比却是微乎其微，为更好提高A建筑企业在中东地区市场占有率及竞争力，本文以A建筑企业为案例，针对如何提升A建筑公司中东地区营销水平开展研究。

本文首先详细阐述了市场营销战略、4PS理论、STP理论及关系营销理论并总结了近年来在国际市场营销方面的国内外文献；然后对案例公司A建筑公司及其业务基本情况进行介绍，分析中东区域政治、经济、社会、技术及对A公司业务影响，并对 A公司中东地区重点产业情况进行分析，明确A公司中东地区经营情况及关键问题；再次通过营销战略理论、4PS理论和关系营销理论对A公司在中东地区市场营销问题进行详细识别和深入分析，发现A公司在中东地区市场存在营销战略选择失误、营销组合设置不佳、关系营销处理不当、产品市场定位不准等问题；又次通过STP理论对A公司中东地区进行市场细分，选择适当的市场目标，进而完成A公司产品的市场定位；最后，对A公司中东地区市场营销存在的问题进一步提出转变营销策略、优化营销组合、加强市场营销活动管理、加强关系营销的优化建议。本文补充了建筑企业中东地区市场营销相关研究，有关建议对中资建筑企业在中东地区开展市场营销业务具有现实借鉴意义。

Since the “Belt and Road” initiative was raised, Chinese enterprises have responded to the national initiative and actively participated in the construction of the “Belt and Road”. As an important region of the “Belt and Road”, the Middle East is an essential market for participating enterprises. However, Chinese-funded construction enterprises account for a relatively small proportion of the Middle East market. How to gain a higher market share in the Middle East market is an issue of great concern to construction enterprises participating in the “Belt and Road” initiative. As one of the earliest "going out" construction enterprises in China, Construction Company A has been rated as the largest Asian contractor by ENR - the US Engineering News Record from USA for 16 consecutive years, the newly signed contract value of Construction Company A in the Middle East market only accounts for a very small proportion of Chinese-funded enterprises. In order to better improve the market share and competitiveness of A construction company in the Middle East, this paper takes Construction Company A as a case to conduct research on how to improve the marketing level of Construction Company A in the Middle East.

First of all, this paper summarizes the domestic and foreign literature review in the field of marketing, especially on the marketing strategy, 4PS theory, STP theory, relationship marketing theory and international marketing in recent years, and then introduces the situation of Company A and its business, analyzes the PEST and business impacts of Middle East Region on Company A. This paper also analyzes the industry situation, clarifies the operation situation and key problems of Company A in the Middle East, identifies and deeply analyzes the problems of Company A through marketing strategy, 4PS theory, relationship marketing theory. Then, this paper segments the market of Company A in the Middle East region through STP theory, selects appropriate market targets, and complete the market positioning of products of Company A. And finally, this paper proposes to change the marketing strategy, optimizes the marketing mix and the optimization suggestions for strengthening the management of marketing activities and relationship marketing, which has practical reference significance for state-owned construction enterprises to carry out marketing business in the Middle East region.