本文關(guān)鍵詞： 景觀設(shè)計(jì) PEST分析 服務(wù)營銷組合　出處：《廈門大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著中國城市化進(jìn)程的加快以及房地產(chǎn)事業(yè)的迅猛發(fā)展,景觀設(shè)計(jì)行業(yè)也呈現(xiàn)出一片蓬勃發(fā)展的景象。作為新興行業(yè),景觀設(shè)計(jì)公司具有很大的發(fā)展空間與利潤空間,因此各種各樣的景觀設(shè)計(jì)公司如雨后春筍大量興起,市場(chǎng)競(jìng)爭(zhēng)日趨激烈。如何在競(jìng)爭(zhēng)激烈的景觀設(shè)計(jì)市場(chǎng)中占有一席之地并處于領(lǐng)先地位,除了擁有優(yōu)秀的設(shè)計(jì)師團(tuán)隊(duì)、先進(jìn)的設(shè)計(jì)理念與管理制度以外,營銷策略也是非常重要的,它關(guān)乎于一個(gè)企業(yè)的生存與發(fā)展。 本文以深圳市邁丘景觀規(guī)劃設(shè)計(jì)公司為研究對(duì)象,通過對(duì)邁丘公司內(nèi)外環(huán)境的分析,在對(duì)市場(chǎng)進(jìn)行細(xì)分的基礎(chǔ)上,確定了企業(yè)的目標(biāo)市場(chǎng)并對(duì)市場(chǎng)進(jìn)行了定位,然后在此基礎(chǔ)上制定了公司的服務(wù)營銷組合策略,即從產(chǎn)品、價(jià)格、渠道、促銷、人員、有形展示、過程這7個(gè)可控因素出發(fā)制定了企業(yè)的營銷策略,尤其是對(duì)其中的“人員”的策略做了詳細(xì)闡述。為了保證營銷策略的有效實(shí)施,本文從管理好外部客戶與打造內(nèi)部的優(yōu)秀團(tuán)隊(duì)的兩個(gè)方面對(duì)營銷策略的保障措施進(jìn)行了詳細(xì)闡述。 本文的研究意義是通過對(duì)深圳市邁丘景觀規(guī)劃設(shè)計(jì)公司的營銷策略的分析研究,對(duì)該公司而言,總結(jié)出一條適合企業(yè)自身發(fā)展階段又與內(nèi)外環(huán)境相適應(yīng)的營銷策略,從而為以后開辟內(nèi)地及海外市場(chǎng)提供可供借鑒或復(fù)制的模式；對(duì)于整個(gè)景觀設(shè)計(jì)行業(yè)而言,也希望本研究的結(jié)果可以為與邁丘景觀規(guī)劃設(shè)計(jì)公司類似的公司的發(fā)展提供參考,并為整個(gè)行業(yè)的良性競(jìng)爭(zhēng)發(fā)展提供一些有益的幫助與借鑒。
[Abstract]:With the acceleration of China's urbanization process and the rapid development of real estate industry, landscape design industry also presents a scene of vigorous development. As a new industry, landscape design companies have a lot of development space and profit space. Therefore, a variety of landscape design companies are springing up in large numbers, and the market competition is becoming increasingly fierce. How to take a place and be in a leading position in the highly competitive landscape design market, in addition to having a good team of designers, Besides advanced design concept and management system, marketing strategy is also very important, which is related to the survival and development of an enterprise. Based on the analysis of the internal and external environment of Shenzhen Maiqiu Landscape Planning and Design Company, and on the basis of subdividing the market, the target market of the enterprise is determined and the market positioning is carried out in this paper. Then, the company's service marketing mix strategy is formulated on this basis, that is, from the product, price, channel, promotion, personnel, tangible display, process these seven controllable factors to formulate the enterprise's marketing strategy. In particular, the strategy of "personnel" is elaborated in detail. In order to ensure the effective implementation of marketing strategy, This paper expounds the safeguard measures of marketing strategy from two aspects of managing external customers well and building internal excellent team. The research significance of this paper is to analyze and study the marketing strategy of Shenzhen Maiqiu Landscape Planning and Design Co., Ltd., and to sum up a marketing strategy suitable for the enterprise's own development stage and the internal and external environment. The results of this study can be used as a reference for the development of similar companies in the landscape planning and design company of Maiqiu, for the whole landscape design industry, so as to provide a model for the future development of the mainland and overseas markets, and for the whole landscape design industry, we hope that the results of this study can provide a reference for the development of similar companies. And for the healthy development of the industry to provide some useful help and reference.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.92;F274

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