色彩园林建设有限公司的市场营销策略

XCLW54366  色彩园林建设有限公司的市场营销策略  (字数：6834)

摘  要

南京色彩园林有限公司（以下简称色彩园林）成立2009年，目前主要经营城市园林绿化建设，市政、小区及学校的绿化，同时拥有一个小型的苗圃基地进行苗木的种植。公司目前主要采用公共关系策略而进行市政绿化服务的现有营销策略，现在正在朝着能够拥有一个属于自己的品牌的方向努力。但是在营销过程中还存在着缺少产品独立品牌，销售渠道狭窄，促销手段单一，服务缺乏个性化，网络营销的开展滞后的问题，为此提出需要创立专属品牌，调整公司定价，创新销售渠道，实施多样化促销方案，加强个性化服务以及打造有效的电子商务平台的对策和建议。

关键词  色彩园林；园林建设；城市绿化；营销策略

Summary

Nanjing Color Garden Co., Ltd.(hereinafter referred to as Color Garden) was established in 2009. At present, it mainly operates urban landscape greening construction, municipal, community and school greening, and has a small nursery base for seedling planting. The company is currently using the public relations strategy to carry out the existing marketing strategy of municipal greening services and is now working towards being able to own a brand of its own. However, in the process of marketing, there is still the problem of lack of independent brand products, narrow sales channels, single promotion methods, lack of personalization of services, and lagging behind in the development of online marketing. Therefore, it is necessary to create exclusive brands, adjust company pricing, and innovate sales channels. Implement diversified promotion programs, enhance personalized services and create effective e-commerce platform countermeasures and suggestions.

Key words color garden; Landscape construction; Urban greening; Marketing strategy

目  录

绪论5

前言6

一、 研究内容和公司简介7

二、市场分析

（一） 市场环境分析8

（二）目标市场分析9

（三）竞争分析10

三、色彩营销策略的分析11

（一）产品策略11

（二）价格策略11

（三）渠道策略13

（四）服务策略13

（五）网络营销策略13

结  论14

参 考 文 献15