区域性园林绿化公司目标市场营销策略分析摘要园林绿化行业竞争日益激烈，正确选择和定位自己的目标市场，是重要的竞争策略。本文以一家区域性园林绿化公司为例，对区域性园林绿化公司的目标市场营销策略进行研究。文章首先描述论文的研究背景与研究意义以及园林绿化行业的国内外发展现状，并阐述此次论文撰写应该解决的问题；其次简要介绍了A绿化公司的基本情况，并对A绿化公司进行内外部环境影响因素的分析，借助五力分析模型加以解释说明；随后主要阐述了A绿化公司目前的目标市场定位分析同时描述该绿化公司营销策略的制定；最后对全文进行了概括性总结。关键词：区域性园林绿化公司；目标市场营销策略RegionallandscapingcompanytargetmarketmarketingstrategyanalysisAbstractThelandscapingindustryincreasinglyfiercecompetition,thecorrectchoiceandpositioningtheirtargetmarket,isanimportantcompetitionstrategy.Inthispaperaregionallandscapingcompanyasanexample,theregionallandscapingcompanytargetmarketmarketingstrategyforresearch.Thisarticlefirstdescribedtheresearchbackgroundpapersandresearchsignificanceandlandscapingindustryinthedomesticandinternationaldevelopmentpresentsituation,thisthesiswriting,andtheproblemswhichshouldbesolved;SecondbrieflyintroducedthebasicsituationoftheAlandscapingcompany,andtheinternalandexternalenvironmentforAlandscapingcompanytheanalysisoftheaffectingfactors,withtheaidoffivecompetitiveforcesmodelanalysistoexplain;ThenmainlyexpoundsthecurrenttargetlandscapingcompanyAmarketpositioninganalysis,atthesametime,alsodescribethelandscapingcompanymarketingstrategyformulation;Atlastthefulltextofthispapersummarizespreliminary.Keywords:Regionallandscapingcompany;Targetmarketmarketingstrategy目录一、前言......................................................................................................................1（一）研究背景与研究意义..............................................................................11.研究背景..................................................................................................12.研究意义..................................................................................................1（二）区域性园林绿化公司案例背景介绍......................................................2（三）拟解决的问题.........................................................................................4二、国内外园林绿化发展现状..................................................................................5（一）国外园林绿化发展现状..........................................................................5（二）国内园林绿化发展现状..........................................................................6三、公司营销环境分析..............................................................................................7（一）波特五力行业竞争分析..........................................................................71.行业内竞争者的竞争能力........................................................................72.顾客购买产品的讨价还价的能力............................................................83.供应者讨价还价的能力...........................................................................94.替代品的替代能力.................................................................................105.潜在竞争者的进入能力.........................................................................10（二）内外部环境SWOT综合分析.................................................................10...
