Market Positioning Study Of H Landscape Engineering Company

Based on the characteristics and development of the landscape industry, this thesis illustrates detailed and in-depth research on its overall strategy and marketing position combined with actual practices of H landscape engineering company.First of all, this thesis mainly deals with marketing activities located in Zhuhai on the basis of research theories and conducts analyses the landscape industry combined with the characteristics of landscaping industry and its current development status through field investigation and secondary information. Secondly, from macroscopic and microcosmic point of view, this thesis carries on a comprehensive analysis of H landscape engineering company by using modern marketing theory. It points out the complexity of the internal and external environment, the certainty of a complete coverage of industry value chain, the diversity of target customers requirements, the importance of understanding its own advantages, disadvantages, threats and opportunities, the necessity of target marketing segmentation and the feasibility of implementing marketing mix strategy. Finally, the thesis points out that H landscape engineering company should choose centralized market competition strategy, focus on internal construction projects and become professional landscape provider in the industry.It is suggested to adjust market positioning, develop unique positioning strategy,speed up the development of new markets and new product categories, actively develop new business markets. The conclusion of this paper is that with the combination of concentration strategy and rich resources can the enterprise accurately choose its proper market segmentation and strengthen its internal management so as to occupy the leading position in the future dynamic competition.