【摘要】：本文在探討園林綠化行業(yè)的發(fā)展趨勢(shì)與運(yùn)營(yíng)模式的基礎(chǔ)上,結(jié)合了H綠化工程公司實(shí)際情況,對(duì)H綠化工程公司的總體戰(zhàn)略和市場(chǎng)定位做了詳細(xì)、深入的研究。首先,本文以珠海區(qū)域的市場(chǎng)營(yíng)銷活動(dòng)為研究對(duì)象,在閱讀和參考以往研究成果的基礎(chǔ)上,通過(guò)實(shí)地調(diào)查和數(shù)據(jù)分析,結(jié)合園林綠化行業(yè)的自身特色和市場(chǎng)發(fā)展現(xiàn)狀,對(duì)國(guó)內(nèi)、廣東省及珠海市園林綠化狀況進(jìn)行產(chǎn)業(yè)分析;然后,從宏觀和微觀的角度,以市場(chǎng)營(yíng)銷理論為基礎(chǔ),對(duì)H綠化工程公司進(jìn)行了全面的分析,指出了行業(yè)內(nèi)外部環(huán)境的復(fù)雜性、行業(yè)價(jià)值鏈全覆蓋的必然性、目標(biāo)市場(chǎng)、目標(biāo)客戶及其相關(guān)需求的多樣性、了解公司自身優(yōu)劣勢(shì)、威脅和機(jī)會(huì)的重要性、目標(biāo)市場(chǎng)細(xì)分的必要性以及營(yíng)銷組合策略實(shí)施的可行性;最后,文章提出了H綠化工程公司應(yīng)充分利用集團(tuán)和股份兩大優(yōu)勢(shì)資源,選擇集中化市場(chǎng)競(jìng)爭(zhēng)戰(zhàn)略,將體系內(nèi)的園林綠化設(shè)計(jì)、施工工程兩大主營(yíng)業(yè)務(wù)做大做深做精做特,成為珠海園林綠化行業(yè)的領(lǐng)軍企業(yè);重新審視和調(diào)整市場(chǎng)定位,發(fā)揮獨(dú)特性定位功能;重視新市場(chǎng)和新品類的開(kāi)發(fā),運(yùn)用市場(chǎng)策略,積極開(kāi)拓新的業(yè)務(wù)市場(chǎng);并指出公司應(yīng)加強(qiáng)制度建設(shè),建立適合公司發(fā)展的組織架構(gòu)、加大人力資源管理與培訓(xùn)、提高成本管控能力等。
[Abstract]:On the basis of discussing the development trend and operation mode of landscape engineering industry and combining the actual situation of H Greening Engineering Company, this paper makes a detailed and in-depth study on the overall strategy and market orientation of H Greening Engineering Company. First of all, this paper takes the marketing activities in Zhuhai area as the research object, on the basis of reading and referring to the previous research results, through field investigation and data analysis, combined with the characteristics of landscape greening industry and market development status quo, to domestic, Then, from the macro and micro point of view, based on the marketing theory, the author makes a comprehensive analysis of H Greening Engineering Company, and points out the complexity of the internal and external environment of the industry. The inevitability of full coverage of the industry value chain, the diversity of target markets, target customers and their related needs, the importance of understanding the company's strengths and weaknesses, threats and opportunities, The necessity of target market segmentation and the feasibility of implementing marketing combination strategy. Finally, the paper puts forward that H Greening Engineering Company should make full use of group and stock resources to choose centralized market competition strategy. In order to become the leading enterprise of Zhuhai garden greening industry, the two main businesses in the system, such as landscape design and construction engineering, will become the leading enterprises in the garden greening industry in Zhuhai, and the market orientation will be re-examined and adjusted, and the unique positioning function will be brought into play. Attach importance to the development of new market and new category, use market strategy to actively open up new business market, and point out that the company should strengthen the system construction, establish the organization structure suitable for the development of the company, and increase the human resource management and training. Improve cost control ability, etc.
【學(xué)位授予單位】：廣東外語(yǔ)外貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.92

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