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随着经济的持续快速发展,我国的城镇化速度也随之高速发展。工业和房地产项目的发展,往往会占用大量的耕地,从而带来了一系列的生态环境问题。屋顶绿化作为一种形式特殊的绿化模式,它不占用地面土地资源,又可以提高城市的绿化率,能够有效地平衡土地资源与城市建设、经济发展与生态环境之间的矛盾。结合屋顶绿化的产业特征和漳州市区的市场环境特征,运用市场营销的专业知识,分析漳州屋顶绿化市场定位和营销策略,产品设计应结合漳州实际,定价尽量采用成本定价法,促销应综合运用人员推销、广告和公共关系等手段,渠道应采取直销模式。
With the sustained and rapid economic development, the speed of urbanization in our country will also develop at a rapid pace. The development of industrial and real estate projects often occupy a large amount of arable land, resulting in a series of ecological and environmental problems. As a special greening mode, roof greening does not occupy land resources on the ground and can improve the greening rate of the city. It can effectively balance the contradiction between land resources and urban construction, economic development and ecological environment. Combining the characteristics of the roof greening industry and the market environment in Zhangzhou urban area, using the marketing professional knowledge to analyze the market positioning and marketing strategy of Zhangzhou roof greening, the product design should be combined with the actual situation in Zhangzhou, pricing as much as possible cost pricing, promotion should be integrated Staffing, advertising and public relations and other means, channels should take the direct sales model.