随着国家对环境保护的不断重视和人们环保意识的不断提高，中央和各级 地方政府相继出台并完善了一系列有关环境保护的法律法规。在国家出台的环 保政策的影响下，国内出现了一些专门从事生态环境治理运营的企业，改变了 过去环境管理以行政审批为抓手、环境建设由政府主导的局面，转向以市场和 法律手段为主导，进一步加强法治、经济、科技手段的综合运用，提高环境污 染防治精细化管理水平，提升污染治理效率。A生态环境公司是一家从事主要 从事水环境综合治理和园林景观业务的设计及工程建设公司，在面临市场发展 机遇同时也面临着重大挑战，特别是近年来随着大量国有企业的不断涌入给公 司带来了巨大竞争压力，对A生态环境公司市场拓展策略提出了更高的工作要 求。 论文运用服务营销、销售漏斗、营销组合7Ps等市场营销理论和PENST 分析SWOT分析、PARTS战略等管理学的分析工具与方法，在获取A生态环 境治理公司资料的情况下，运用PENST分析深度分析生态环境行业的政治、 经济、自然、社会、技术等宏观外部环境之后，对生态环境治理市场发展、A 生态环境治理公司的竞争对手、A生态环境治理公司优势、劣势、威胁、机会 进行分析的基础上，总结目前公司在市场拓展方面存在的问题及原因。论文在 对A生态环境公司市场拓展环境分析基础上，采用SWOT分析法制定了A生 态环境公司市场发展战略；基于该战略论文从投标渠道拓展策略、合竞拓展策 略、有形展示拓展策略、服务过程拓展策略提出了具体策略；并制定了确保市 场拓展策略有效实施的具体保障措施。 本文的研究角度以及研究理论方面有一定创新，加之国内外对于市场生态 环境治理行业市场拓展策略研究不足，因此，本文的研究成果对A生态环境治 理公司具有重要的指导与实践意义，同时对于前人的研究进行了一定程度的提 炼，为拓展生态环境治理行业市场解释了一定的发展规律，能够为行业内提供 借鉴。 关键词：市场拓展，生态环境，市场营销，项目建设，客户关系，A公司 III ABSTRACT With the continuous attention of the state to environmental protection and the continuous improvement of people's awareness of environmental protection, the central government and local governments at various levels have successively introduced and improved a series of laws and regulations concerning environmental protection. Under the influence of the national environmental protection policy, some enterprises specializing in ecological environment management and operation have emerged in China, which has changed the past environmental management with administrative approval as the starting point, environmental construction by the government, and the market and legal means. Leading, further strengthening the comprehensive application of the rule of law, economy, and scientific and technological means, improving the level of refined management of environmental pollution prevention and control, and improving the efficiency of pollution control. A Eco-Environment Company is a design and engineering construction company engaged in the comprehensive management of water environment and landscape business. It faces major challenges in the face of market development opportunities, especially in recent years, with the continuous influx of a large number of state-owned enterprises. The company has brought tremendous competitive pressure and put forward higher working requirements for the market development strategy of A eco-environment company. Using marketing marketing, sales funnel, marketing combination 7Ps and other marketing theories and PENST analysis SWOT analysis, PARTS strategy and other management analysis tools and methods, in the case of obtaining A eco-environment management company data, using PENST analysis to analyze the ecological environment After the macro-external environment of the industry's politics, economy, nature, society, technology, etc., based on the analysis of the eco-environment governance market development, the competitors of A eco-environmental governance company, and the advantages, disadvantages, threats and opportunities of A eco-environmental governance companies Summarize the current problems and reasons for the company's market expansion. Based on the analysis of the market environment of A eco-environment company, the paper uses IV IV SWOT analysis method to formulate the market development strategy of A eco-environment company; based on the strategy paper, the bidding channel expansion strategy, the co-exposure strategy, the tangible display expansion strategy, the service process The expansion strategy proposes specific strategies; and specific safeguard measures to ensure the effective implementation of market expansion strategies are formulated. There are some innovations in the research perspective and research theory of this paper. In addition, the research on the market expansion strategy of the market eco-environment governance industry is insufficient. Therefore, the research results of this paper have important guiding and practical significance for A eco-environmental governance company. Human research has been refined to a certain extent, explaining a certain development law for the development of the eco-environmental governance industry market, and can provide reference for the industry. KEY WORDS: Market Developmen, Ecological Environment, Marketing, Project Construction, Customer Relationship, A Company V 目 录 摘要 ............................................................................................................................... I ABSTRACT ............................................................................................................... III 第1章 绪论 .............................................................................................................. 1 1.1 研究背景 ....................................................................................................... 1 1.2 研究意义 ....................................................................................................... 2 1.3 国内外研究现状 ........................................................................................... 3 1.3.1国外研究 ............................................................................................. 3 1.3.2国内研究 ............................................................................................. 4 1.4 研究内容与方法 ........................................................................................... 4 1.4.1研究内容 ............................................................................................. 4 1.4.2研究方法 ............................................................................................. 5 1.4.3本文的主要研究贡献 ......................................................................... 6 第2章 相关理论概述 .............................................................................................. 7 2.1 市场拓展 ....................................................................................................... 7 2.1.1市场拓展的含义 ................................................................................. 7 2.1.2市场拓展的流程 ................................................................................. 7 2.2 服务营销 ....................................................................................................... 8 2.2.1 服务营销的概念 ................................................................................ 8 2.2.2 服务营销的特征 ................................................................................ 9 2.2.3 服务营销组合7Ps ............................................................................. 9 2.3 相关理论方法和工具 ................................................................................. 11 2.3.1 PENST分析 ..................................................................................... 11 2.3.2 SWOT分析法 .................................................................................. 11 第3章 A生态环境公司市场拓展现状分析 ........................................................ 13 3.1 A生态环境公司概况 .................................................................................. 13 3.2 A生态环境公司市场拓展现状 .................................................................. 13 3.3 A生态环境公司市场拓展问题分析 ...........................................