【摘要】：Z公司成立于1997年，以濱水園林市政工程為主業(yè)。本文以Z公司為研究對(duì)象，在對(duì)園林綠化公司的市場(chǎng)營(yíng)銷策略進(jìn)行研究的過程中，采用了文獻(xiàn)閱讀法、調(diào)查法、定量分析法等研究方法，并借助了市場(chǎng)定位分析STP理論、SWOT分析、五力競(jìng)爭(zhēng)模型、營(yíng)銷組合4P理論等相關(guān)管理營(yíng)銷學(xué)研究工具。在文獻(xiàn)綜述部分，本文結(jié)合園林綠化行業(yè)的自身特色和市場(chǎng)發(fā)展現(xiàn)狀，首先對(duì)國(guó)外的生態(tài)環(huán)境研究理論進(jìn)行了評(píng)述，，然后從園林開發(fā)建設(shè)、行業(yè)市場(chǎng)前景、產(chǎn)業(yè)政策、市場(chǎng)營(yíng)銷策略等方面對(duì)國(guó)內(nèi)的文獻(xiàn)理論研究進(jìn)行了評(píng)述。 在對(duì)國(guó)內(nèi)外的相關(guān)產(chǎn)業(yè)理論和營(yíng)銷理論進(jìn)行分析后，本文介紹了園林綠化產(chǎn)業(yè)的發(fā)展概況，對(duì)園林產(chǎn)業(yè)競(jìng)爭(zhēng)態(tài)勢(shì)和市場(chǎng)發(fā)展趨勢(shì)做了詳細(xì)的分析。通過對(duì)Z公司的外部因素和內(nèi)部因素進(jìn)行分析，闡述了Z公司的發(fā)展現(xiàn)狀和存在的問題。本文借助STP的思路，針對(duì)Z公司提出了相應(yīng)的市場(chǎng)營(yíng)銷策略。根據(jù)Z公司所處的外部市場(chǎng)環(huán)境以及Z公司所擁有的資源情況，Z公司應(yīng)采取目標(biāo)集聚戰(zhàn)略，擴(kuò)大現(xiàn)有業(yè)務(wù)覆蓋面，利用核心優(yōu)勢(shì)資源向其他業(yè)務(wù)擴(kuò)展。在具體實(shí)施中應(yīng)采取市場(chǎng)滲透、市場(chǎng)開發(fā)、產(chǎn)品開發(fā)等并重的密集型營(yíng)銷策略，打破地方壟斷，擴(kuò)大服務(wù)范圍，將Z公司的市政園林等主營(yíng)業(yè)務(wù)做深做精。同時(shí)，Z公司還需要開發(fā)新的產(chǎn)品項(xiàng)目，如房地產(chǎn)園林，將市場(chǎng)細(xì)化，在某一個(gè)細(xì)分的市場(chǎng)上做大自身業(yè)務(wù)。 本文通過對(duì)園林產(chǎn)業(yè)和Z公司的研究分析，旨在探索園林綠化的發(fā)展形勢(shì)和未來(lái)趨勢(shì)，以便更好地為園林綠化公司的市場(chǎng)發(fā)展策略制定提供借鑒和參考。
[Abstract]:Z company was founded in 1997, waterfront garden municipal engineering as the main industry. In this paper, Z Company is taken as the research object. In the course of studying the marketing strategy of the garden and greening company, the author adopts the methods of literature reading, investigation and quantitative analysis, and makes use of the STP theory of market orientation analysis. SWOT analysis, five-force competition model, marketing combination 4 P theory and other related management marketing research tools. In the part of literature review, based on the characteristics of landscape industry and the current situation of market development, this paper first reviews the ecological environment research theory abroad, then from the landscape development and construction, industry market prospects, industrial policies, The domestic literature theory research is reviewed in the aspects of marketing strategy and so on. After analyzing the related industry theory and marketing theory at home and abroad, this paper introduces the general situation of landscape industry development, and makes a detailed analysis of the competition situation and market development trend of garden industry. Based on the analysis of the external and internal factors of Z Company, this paper expounds the present situation and existing problems of Z Company. With the help of STP, this paper puts forward the corresponding marketing strategy for Z Company. According to the external market environment of Z Company and the situation of resources owned by Z Company, Z Company should adopt the target agglomeration strategy, expand the existing business coverage, and utilize the core advantage resources to expand to other business. In the concrete implementation, we should adopt intensive marketing strategies, such as market penetration, market development and product development, break the local monopoly, expand the scope of service, and make the main business of Z Company, such as municipal gardens, be refined. At the same time, Z Company also needs to develop new product projects, such as real estate gardens, to refine the market, in a subdivision of the market to do their own business. Through the research and analysis of the garden industry and Z Company, this paper aims to explore the development situation and future trend of the garden greening, so as to provide reference and reference for the market development strategy of the garden and greening company.
【學(xué)位授予單位】：中國(guó)地質(zhì)大學(xué)（北京）
【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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