Zhongsheng Horticuture Marketing Strategy Research

In Against the backdrop of an increase in its people's income, the speed-gathered build-up of a moderately well-off society in an all-round way, particularly in large and medium cities a fast expansion of the middle-income classes and their income growing, broader room for horticulture consumption places itself on an unprecedented high-speed growing stage-making a true sense of "small horticulture, huge market". Speaking of current home market for horticulture, the private enterprises have an overwhelming advantage. Local enterprises are enormously challenged when confronting questions on how to gear themselves to the market trend and cater to the need of consumers, in the fight for being bigger and stronger in the accelerating competitive horticultural product market.The thesis, by means of empirical research methodology, applied theory of competitive strategy, market segmentation and positioning theory, delivers a comprehensive and detailed analysis on internal environment Zhongsheng Horticulture is placed in, the competitive environment and trends of the industry. It touches on an in-depth study of the market opportunities and challenges facing Zhongsheng Horticulture at this stage and a correct market positioning. It points out that Zhongsheng Horticulture must choose the differentiated marketing strategy to make its way in the fierce market competition. Guided by such strategic thinking, further deep analysis and research is conducted in aspects of product concept, brand traits, packaging to be adopted by Zhongsheng Horticultulre. In addition, the thesis also presents on a strategic level the countermeasures available to Zhongsheng Horticulture to win the competition in the market, and argues that through strengthening the organizational processes, the marketing team building the strategy will facilitate an effective implementation.The thesis, through marketing strategy research on the Zhonsheng Horticuture, provides a scientific basis for decision making, and an inspiration on how Chinese enterprises to acquire bigger development in the horticulture market.