基于STP理论的生态园林市场营销战略选择——以华宇园林有限公司为例  

Construction of Marketing Strategy of Ecological Garden Based on STP Theory——Taking HUAYU Landscape & Architecture Co. as an Example

作　　者：赖馨 张曦之 LAI Xin1 , ZHANG Xi-zhi2(（ 1. New York University, School of Professional Studies , New York 100036, America ; 2. Department of Architectural Art, Siehuan Fine Art Institute,Chongqing 401331 ,Chin)

机构地区：[1]纽约大学专业教育学院,纽约100036 [2]四川美术学院建筑艺术系,重庆401331

出　　处：《重庆工商大学学报（自然科学版）》2018年第2期100-105,共6页Journal of Chongqing Technology and Business University:Natural Science Edition

摘　　要：以市场营销STP理论为基础,对华宇园林有限公司营销策略进行了全面的分析,分析了公司自身的优劣势、面临的威胁和发展机遇,并立足行业内外部环境的复杂性,从目标市场、目标客户出发,探讨了多样化的市场需求、目标市场细分的类型及营销组合战略执行的可操作性;提出华宇园林有限公司未来应充分整合上市公司的优势资源,选择集中化市场竞争战略,将园林绿化设计、施工和生态修复两大主营业务做大做深,重视新市场和新品类的开发,运用市场策略,积极开拓新的环保、生态金融等业务市场,使企业成为重庆市生态园林的领跑者。Based on STP marketing theory,this article conducts a comprehensive analysis on HUAYU Landscape Architecture Co. and points out the importance of the company＇s own strengths,weaknesses,threats and opportunities. Besides,the article explains the complexity of external and internal environment within the industry,the diversity of target markets and target customers as well as their multifarious needs and the necessity of the target market segmentation and the feasibility of the implementation of the marketing mix strategy. The article also proposes that HUAYU Landscape Architecture Co. should make full use of the advantages of listed company＇s resources and select the centralized marketing strategy,making the landscape design,construction and ecological restoration business bigger and stronger. The company should pay attention to the development of new markets and new categories,make use of marketing strategy and actively explore new environmental protection,eco-finance and other business markets to become the leader of landscape industry in Chongqing.

关 键 词：生态园林市场 市场定位 市场战略选择 

分 类 号：O221.2[理学—运筹学与控制论]