The subject matter of the article is an assessment of the threats of the marketing environment in the condition of a client-oriented approach to the management of enterprises in the construction industry implementation. The goal is to substantiate the scientific and methodical approach for the implementing a client-oriented approach to the management of enterprises in the construction industry, taking into account the assessment of the threats to the marketing environment. Objectives: the components of the marketing environment are investigated, its threats are systematized taking into account the peculiarities of the functioning of the construction industry enterprises. The state and trends of the construction industry development at the macro and micro levels are analyzed. The state of housing construction in Ukraine is analyzed in comparison with the state of the housing stock of the country as a whole. The relevance of the implementation of a client-oriented approach to the management of corporate enterprises in the construction industry is substantiated. Methods: abstract-logical analysis, theoretical generalization, system and statistical analysis, expert evaluations. The following results are obtained. The classification of threats to the marketing environment of corporate enterprises in the construction industry is carried out. The methodical approach to the evaluation of the effectiveness of the client-oriented management system for the seven components is developed, namely the compliance of the product with the customer’s expectations; level of accomplishment of the adjoining territory; degree of satisfaction of clients with quality of construction works and materials; the degree of satisfaction of the clients with the comfort of the house; customer service level; level of awareness of the client about the activities of the company; competitive advantages and reputation of the company. Conclusions. The tendencies of development of the enterprises of the building industry of Ukraine during 2013-2017 are analyzed. Competitiveness of construction industry enterprises depends to a large extent on both the efficiency of management and the risk factors at both macro and micro levels, which determines the expediency of finding ways to attract a sufficient number of consumers, in order to strengthen the competitive advantages of the industry. It is proved that the main parameters of the competitiveness of construction industry enterprises are the level of quality of construction works, the price, additional services for consumers, which can form additional utility and strengthen the position of the company on the market and which are the basis for the formation of values in the system of client-oriented management. The segmentation of the construction real estate market is proposed and the approaches to customer retention within the framework of the system of cyber-oriented management are highlighted. On the basis of an expert survey, a methodical approach to assessing the effectiveness of client-oriented management in the corporate security system of the construction industry enterprises is developed.

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Keywords: client-oriented management; marketing environment; construction industry enterprises; threats of marketing environment; segmentation of the construction real estate market; competitiveness of the enterprise

ISSN: 2522-9818

EISSN: 2524-2296

EOI/DOI: 10.30837/2522-9818.2018.5.122

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