摘要：目前建筑业市场增速放缓、同质化竞争加剧，在此背景下，提出基于专项债政策的“项目培育”营销新模式。该模式推动施工企业从被动投标转向主动作为，以“合伙人”身份在前期介入，为业主提供项目策划、申报、融资等全链条服务，助力项目生成与落地。通过剖析业主应用专项债的痛点与企业的服务价值点，系统阐述该模式的实施路径。基于服务主导逻辑、资源基础观与动态能力理论等核心理论框架，结合探索性多案例研究法验证项目培育路径的可行性，为建筑业营销创新提供实践参考。

关键词：专项债；建筑业；市场营销；服务创新

Abstract：In the current context of slowing market growth and intensifying homogeneous competition in the construction industry，this paper proposes a new "project cultivation" marketing model based on the special bond policy. This model encourages construction enterprises to shift from passive bidding to proactive engagement，intervening at an early stage as a "partner" to provide owners with comprehensive services such as project planning，application，and financing，thereby facilitating project initiation and implementation. By analyzing the pain points faced by owners in utilizing special bonds and the value of services offered by enterprises，the study systematically elaborates on the implementation path of this model. Based on core theoretical frameworks such as service-dominant logic，resource-based view，and dynamic capability theory，and its feasibility is validated through an exploratory multiple-case study method，providing practical insights for marketing innovation in the construction industry.

Keywords：special bonds；construction industry；marketing；service innovation

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建筑经济，2026（8）：37-44