Research On Market Development Strategy Of Z Company

Z was founded in1997, the waterfront landscape municipal engineering industry.This paper takes Z company as the research object, study the process of the marketingstrategies for the landscaping company in, used the literature reading method, surveymethod, quantitative analysis and other research methods, and the market localizationanalysis of STP theory, SWOT analysis, five forces model of competition, the marketingcombination of4P theory and other related management marketing research tools. In thepart of literature review, this paper with its own characteristics and market developmentstatus of landscaping industry, first of all the ecological environment research in thetheory of foreign countries are reviewed, and then from the garden construction,industry, industrial policy, marketing strategies and other aspects of the domesticliterature theory research are reviewed.In the analysis of the domestic and foreign related industry theory and marketingtheory, this paper presents the development of the landscape industry, the competitionsituation of garden industry and market development trend is analyzed in detail.Through the analysis of external factors and internal factors of Z company, describes thedevelopment status and existing problems of Z company. In this paper, by means of STPmethod, the Z company has put forward the corresponding marketing strategy.According to the resource situation of Z company’s external environment and owned byZ company, Z company should adopt the focus strategy, expand the existing businessarea, using the company’s core resources and to develop industry edge. In the specificimplementation should take intensive marketing development strategy and marketpenetration and market development, break local monopoly, expand the scope of service,the company Z municipal garden project, the main business to do deep do fine. At thesame time, Z also need to develop new product project, such as real estate landscape,the market refinement, and in a certain segments of the market on their own business.In this paper, through the analysis of the landscape industry and Z company, aimsto explore the development situation of landscape and the future trend, so as to betterserve the development strategy of the market of landscaping company to provide basisand reference.