Z公司的市场发展策略研究
发布时间：2018-12-15 21:38
【摘要】：Z公司成立于1997年，以滨水园林市政工程为主业。本文以Z公司为研究对象，在对园林绿化公司的市场营销策略进行研究的过程中，采用了文献阅读法、调查法、定量分析法等研究方法，并借助了市场定位分析STP理论、SWOT分析、五力竞争模型、营销组合4P理论等相关管理营销学研究工具。在文献综述部分，本文结合园林绿化行业的自身特色和市场发展现状，首先对国外的生态环境研究理论进行了评述，，然后从园林开发建设、行业市场前景、产业政策、市场营销策略等方面对国内的文献理论研究进行了评述。 在对国内外的相关产业理论和营销理论进行分析后，本文介绍了园林绿化产业的发展概况，对园林产业竞争态势和市场发展趋势做了详细的分析。通过对Z公司的外部因素和内部因素进行分析，阐述了Z公司的发展现状和存在的问题。本文借助STP的思路，针对Z公司提出了相应的市场营销策略。根据Z公司所处的外部市场环境以及Z公司所拥有的资源情况，Z公司应采取目标集聚战略，扩大现有业务覆盖面，利用核心优势资源向其他业务扩展。在具体实施中应采取市场渗透、市场开发、产品开发等并重的密集型营销策略，打破地方垄断，扩大服务范围，将Z公司的市政园林等主营业务做深做精。同时，Z公司还需要开发新的产品项目，如房地产园林，将市场细化，在某一个细分的市场上做大自身业务。 本文通过对园林产业和Z公司的研究分析，旨在探索园林绿化的发展形势和未来趋势，以便更好地为园林绿化公司的市场发展策略制定提供借鉴和参考。
[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.
【学位授予单位】：中国地质大学（北京）
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.92;F274
本文编号：2381333
[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.
【学位授予单位】：中国地质大学（北京）
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.92;F274
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