4C Marketing Theory from the Perspective of Horticultural Industry Marketing Strategy Analysis
Authors: Wu Wanling , Zhan Xuegang 
Published: September 2023

The purpose of this paper is to analyze the market strategy of landscape industry in China. On this basis, by using the methods of literature, case analysis and questionnaire survey, this paper discusses the market strategy that should be adopted by the landscape industry in China, in order to provide some reference for the development of the landscape industry in China. In recent years, with the continuous development of the global economy, the level of science and technology is also constantly improving. People are increasingly pursuing a high quality of life. However, with the rapid development of The Times, human beings' requirements for ecological environment are increasing day by day. Therefore, the whole world is exploring how to improve the level of ecological security in our country. Landscape industry is the basis of human survival and development, but also the basis of human survival and development. Due to historical, cultural, economic and other factors, today's market conditions around the world are not the same, but they have their own unique advantages. Through literature research on the origin and development history of the horticulture industry, this paper finds that the horticulture industry is closely related to the development of human society and is closely related to the world's economy, culture, history, art and customs. Today, when the global ecological environment urgently needs to be improved, the landscape industry has been paid more and more attention worldwide. At present, the world has begun to pay attention to the benefits of landscaping on the human body, and carried out a variety of research on landscaping treatment, after the epidemic was raging around the world in 2020, people's yearning for natural life has become stronger. With the development of scientific research, people have attached importance to the beautification and healing effect of horticulture, The attention to ecological environment is the inevitable trend of the development of human society. In the garden, he also became more sophisticated. It is no longer just a natural exploration, but a government-led national architecture strategy, as well as an industry dominated by the elite, its emergence and popularity, so that more home garden fans can enjoy the beauty of nature to bring them. In this context, with the wide spread of the concept of "home garden", the development of Chinese landscape architecture has entered a new stage. Therefore, for the development prospects of the landscape industry, how to use market strategies to promote the development of the landscape industry and improve the influence of the industry, especially for the development of the landscape industry, has positive significance for the development of the landscape industry. By means of questionnaire survey, this paper studies the influencing factors of consumers' purchasing behavior of garden commodities, and integrates with the 4C market theory. Taking Hongyue Garden as an example, this paper conducts an empirical study on the company's market strategy, finds out the advantages and disadvantages of the company in the market, and hopes to bring some references to other garden companies. So as to better promote the development of the landscape industry.