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Zhongsheng Horticuture Marketing Strategy Research

Author: LanHua
Tutor: LiuZhuoLin
School: Nanjing University of Technology and Engineering
Course: Business Administration
Keywords: Marketing Strategy Industry competition analysis model SWOT analysis
CLC: F326.13
Type: Master's thesis
Year: 2010
Downloads: 105
Quote: 0
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Abstract


With the level of national income , the construction harmonious society accelerated pace , especially the rapid growth in the city the number of middle - income groups and income levels , a huge space to the consumption of horticultural products in an unprecedented period of rapid development , the real small gardening big market . The absolute advantage currently the domestic gardening products on the market , private enterprises still dominate the market ; local enterprises how to keep up with the pace of market development , to adapt to the needs of consumers , to strive for bigger and stronger competition in the increasingly fierce market competition horticultural products face enormous challenge. The paper uses empirical research methods , the application of competitive strategy theory and market segmentation theory and positioning theory , made ??a comprehensive and detailed analysis of the of Sheng gardening company 's internal environment , the industry competitive environment and trends , in-depth research Sheng gardening now stage facing the market opportunities and challenges , and Sheng gardening accurate market positioning , pointed out the Sheng gardening to stand out in the fierce competition in the market , you must select the \Sheng gardening differentiation strategy under the guidance of the strategic thinking , and thus from the level of the product concept , brand personality and packaging in-depth analysis and research . The same time, from a strategic level and proposed countermeasures of the Sheng gardening to win in the market competition . By strengthening the organizational processes , strengthen the marketing team to ensure that the strategy can be effective implementation . The paper aims to Sheng gardening through research marketing strategy Sheng gardening , to provide a scientific basis for decision making in the development of the horticultural market and how China 's local enterprises gain greater was the development of the horticultural industry market has a certain role in enlightening .

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CLC: > Economic > Agricultural economy > China 's agricultural economy > Agricultural sector economy > Farming > Horticultural crops
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