| 致谢 | 第4-5页 |
| ACKNOWLEDGEMENT | 第5-6页 |
| ABSTRACT | 第6页 |
| 摘要 | 第7-19页 |
| Chapter I Introduction | 第19-24页 |
| 1. Background and significance | 第19-20页 |
| 1.1 Research background | 第19页 |
| 1.2 Purposes and meanings of the research | 第19-20页 |
| 2. Contents and methods of the research | 第20-21页 |
| 2.1 Content of the research | 第20-21页 |
| 2.2 Methods of the research | 第21页 |
| 3. The main problems to be researched | 第21-22页 |
| 4. Thoughts and technical route of the research | 第22-24页 |
| Chapter II Literature Review | 第24-38页 |
| 1. Marketing Strategy theory | 第24-32页 |
| 1.1 Market segmentation | 第24-25页 |
| 1.2 Target market selection | 第25页 |
| 1.3 Market positioning | 第25-31页 |
| 1.4 Marketing mix strategy | 第31-32页 |
| 2.Value chain theory | 第32-36页 |
| 2.1 Basic content of value chain theory | 第32-33页 |
| 2.2 The research of the value chain about the real estate industry | 第33-34页 |
| 2.3 The research of the value chain about the landscaping industry | 第34-36页 |
| 3. SAVE theory | 第36-38页 |
| Chapter III Case Description | 第38-50页 |
| 1.Background information | 第38-47页 |
| 1.1 Basic information | 第38-39页 |
| 1.2 The organizational structure | 第39-40页 |
| 1.3 The main business | 第40-45页 |
| 1.4 The situation of human resources | 第45-47页 |
| 2. The pattern of business management | 第47-49页 |
| 3. The development strategy | 第49-50页 |
| Chapter IV Case Analysis | 第50-88页 |
| 1.Analysis of the General Environment | 第50-63页 |
| 1.1 Analysis of the Policy and Legislation Environment | 第50-55页 |
| 1.2 Analysis of Economic Environment | 第55-61页 |
| 1.3 Analysis of the Social Environment | 第61-62页 |
| 1.4 Analysis of Technological Innovation Environment | 第62-63页 |
| 2. Analysis of the Main Competitors in Zhuhai | 第63-71页 |
| 2.1 The Palm Garden (Stock Code: 002431) | 第64-65页 |
| 2.2 Techand Ecology(stock code: 300197) | 第65-66页 |
| 2.3 Yuehua Garden | 第66-67页 |
| 2.4 Zhuhai Landscape Engineering Co., LTD | 第67页 |
| 2.5 Zhuhai Yuanjing Landscape Engineering co., LTD | 第67-68页 |
| 2.6 Comparison between two benchmark companies | 第68-71页 |
| 3. Analysis of Value Chain | 第71-76页 |
| 3.1 Analysis of landscape industrial value chain | 第71-73页 |
| 3.2 Analysis of enterprise value chain | 第73-76页 |
| 4.Analysis of competitive strategy | 第76-81页 |
| 4.1 Strength | 第76-77页 |
| 4.2 Weakness | 第77-78页 |
| 4.3 Opportunity | 第78-79页 |
| 4.4 Threat | 第79页 |
| 4.5 SWOT matrix analysis | 第79-81页 |
| 5. Analysis of Target Customers Demand | 第81-83页 |
| 5.1 Municipal public landscape projects | 第81-82页 |
| 5.2Real estate landscape projects | 第82-83页 |
| 6.Analysis of Target Market Selection and Market Positioning | 第83-85页 |
| 6.1 Analysis of target market selection | 第83-85页 |
| 6.2 Analysis of market positioning | 第85页 |
| 7. Analysis of Marketing Mix Strategy | 第85-88页 |
| 7.1 Product strategy | 第86-87页 |
| 7.2 Price strategy | 第87页 |
| 7.3 Place strategy | 第87页 |
| 7.4 Promotion strategy | 第87-88页 |
| Chapter V Suggestions | 第88-98页 |
| 1. Select centralized market competition strategy | 第88-91页 |
| 1.1 Merged with H joint-stock garden company to build competitiveadvantage | 第88-89页 |
| 1.2 Try to participate into group projects, actively looking for breakthroughpoint | 第89-90页 |
| 1.3 Nurture distinctive seedlings varieties suitable with the brand | 第90-91页 |
| 2. Attach Great Importance to the New Market and New Development | 第91-92页 |
| 2.1 Focus on the development of new markets | 第91-92页 |
| 2.2 Development new categories | 第92页 |
| 3. Re-positioning regional project value | 第92-93页 |
| 4. Strengthen Enterprise Policy Guarantee | 第93-97页 |
| 4.1 Implement a new organizational chart | 第93-95页 |
| 4.2 Enhance HR management and training | 第95页 |
| 4.3 Improve the consciousness of cost management | 第95-97页 |
| 5. The deficiencies of the paper | 第97-98页 |
| Chapter VI Conclusion | 第98-100页 |
| REFERENCE | 第100-103页 |
