H绿化工程公司市场定位研究
发布时间：2018-08-04 18:31
【摘要】：本文在探讨园林绿化行业的发展趋势与运营模式的基础上,结合了H绿化工程公司实际情况,对H绿化工程公司的总体战略和市场定位做了详细、深入的研究。首先,本文以珠海区域的市场营销活动为研究对象,在阅读和参考以往研究成果的基础上,通过实地调查和数据分析,结合园林绿化行业的自身特色和市场发展现状,对国内、广东省及珠海市园林绿化状况进行产业分析;然后,从宏观和微观的角度,以市场营销理论为基础,对H绿化工程公司进行了全面的分析,指出了行业内外部环境的复杂性、行业价值链全覆盖的必然性、目标市场、目标客户及其相关需求的多样性、了解公司自身优劣势、威胁和机会的重要性、目标市场细分的必要性以及营销组合策略实施的可行性;最后,文章提出了H绿化工程公司应充分利用集团和股份两大优势资源,选择集中化市场竞争战略,将体系内的园林绿化设计、施工工程两大主营业务做大做深做精做特,成为珠海园林绿化行业的领军企业;重新审视和调整市场定位,发挥独特性定位功能;重视新市场和新品类的开发,运用市场策略,积极开拓新的业务市场;并指出公司应加强制度建设,建立适合公司发展的组织架构、加大人力资源管理与培训、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.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.92
本文编号：2164742
[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.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.92
【参考文献】
相关期刊论文 前1条
1 张铁男;罗晓梅;;产业链分析及其战略环节的确定研究[J];工业技术经济;2005年06期
，本文编号：2164742
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