Z公司的市場發(fā)展策略研究
[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.
【學位授予單位】:中國地質(zhì)大學(北京)
【學位級別】:碩士
【學位授予年份】:2014
【分類號】:F426.92;F274
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