【摘要】：近年來,隨著農(nóng)民施肥習慣的不斷變化和種植業(yè)結(jié)構(gòu)的不斷調(diào)整,化肥產(chǎn)業(yè)結(jié)構(gòu)也向著復合化方向發(fā)展,單一元素化肥逐漸被復合肥料所代替。跟據(jù)相關(guān)資料的統(tǒng)計,我國復合肥行業(yè)平均遞增速度約為12%。而且,從施肥量上看,目前,世界平均施肥的復合化率為35%,其中發(fā)達國家的平均施肥復合化率達40%,而我國僅僅只有25%。所以說,我國復合肥市場需求還有相當大的空間。 河南是復合肥消費和生產(chǎn)大省,復合肥市場容量大約在400萬噸左右,各企業(yè)之間競爭異常激烈。但是,一直以來,農(nóng)資企業(yè)的經(jīng)營比較粗放,市場運作的難點較多,企業(yè)的營銷能力和管理水平亟待完善。這導致很多企業(yè)陷入了諸如同質(zhì)化、價格戰(zhàn)的惡性競爭,影響了企業(yè)的盈利能力,企業(yè)的持續(xù)發(fā)展乏力。 中化化肥河南分公司(簡稱“中化河南”)就處在這樣的一個市場環(huán)境河競爭環(huán)境中。如何在復雜多變的宏觀環(huán)境下,為企業(yè)營銷工作帶來實質(zhì)性突破,對中化河南來說,既是一個巨大的挑戰(zhàn),也是一個突破現(xiàn)狀的好機會。 中化河南復合肥營銷目前存在著策略不當?shù)膯栴},在復合肥產(chǎn)品的產(chǎn)品策略、渠道策略、價格策略、推廣策略等方面策略選擇有待于考究。在營銷環(huán)境變化中,面臨著技術(shù)升級、政策利好等一系列營銷外部環(huán)境,同時也面臨著公司營銷戰(zhàn)略轉(zhuǎn)型、營銷策略不當?shù)鹊葼I銷內(nèi)部環(huán)境帶來的影響。在此背景下,中化河南復合肥營銷具有的優(yōu)勢是企業(yè)實力雄厚、資源豐富等,劣勢是體制落后、效率低下等,還可以把握的機會有諸如政策機會、行業(yè)整合機會等,同時也面臨著技術(shù)變革等因素帶來的威脅。 為此,中化河南復合肥營銷策略應從以下幾個方面進一步優(yōu)化：一是加大縣級空白市場開發(fā),二是開辟新的銷售渠道,三是用差異化產(chǎn)品滿足不同細分市場的需求,四是整合產(chǎn)品品牌組合,五是制定合理的價格政策,六是整合推廣和促銷手段,七是加強經(jīng)銷商的管理。為保證這些措施的順利實施,必須調(diào)整組織架構(gòu)和運營模式,優(yōu)化業(yè)務流程,加強對客戶的管控,完善業(yè)務過程管理。
[Abstract]:In recent years, with the continuous changes of farmers' fertilizing habits and the continuous adjustment of planting structure, the structure of chemical fertilizer industry is also developing towards the direction of compounding, and the single element chemical fertilizer is gradually replaced by compound fertilizer. According to the statistics, the average increase rate of compound fertilizer industry is about 12%. At present, the average rate of fertilization in the world is 35. The average rate of fertilization is 40 in developed countries, but only 25 in China. So, our country compound fertilizer market demand still has quite big space. Henan is a big province of compound fertilizer consumption and production. The market capacity of compound fertilizer is about 4 million tons. However, the management of agricultural enterprises is extensive, the difficulties of market operation are many, and the marketing ability and management level of agricultural enterprises need to be improved. This causes many enterprises to fall into the vicious competition such as homogenization, price war, which affects the profitability of enterprises, and the sustained development of enterprises is weak. Henan Branch of Sinochem Chemical Fertilizer is in such a competitive market environment. How to bring a substantial breakthrough to the enterprise marketing work under the complicated and changeable macro environment is not only a great challenge but also a good opportunity to break through the present situation for Sinochem Henan. The marketing strategy of Henan compound fertilizer of Sinochem has some problems, such as product strategy, channel strategy, price strategy, promotion strategy and so on. In the change of marketing environment, we are faced with a series of external marketing environments, such as technological upgrading, favorable policies, and so on. At the same time, we are also faced with the influence of the internal environment of marketing, such as the transformation of marketing strategy, improper marketing strategy and so on. In this context, Sinochem Henan compound fertilizer marketing has the advantages of strong enterprise strength, abundant resources, disadvantages such as backward system, low efficiency, and so on. The opportunities can also be grasped, such as policy opportunities, industry integration opportunities, etc. At the same time, it also faces the threat of technological change and other factors. Therefore, the marketing strategy of Sinochem Henan compound fertilizer should be further optimized from the following aspects: first, to increase the development of the county level blank market; second, to open up new sales channels; third, to use differentiated products to meet the needs of different segments of the market. The fourth is to integrate the product brand combination, the fifth is to formulate reasonable price policy, the sixth is to integrate the means of promotion and promotion, and the seventh is to strengthen the management of dealers. In order to ensure the smooth implementation of these measures, we must adjust the organizational structure and operation mode, optimize business processes, strengthen customer control, and improve business process management.
【學位授予單位】：鄭州大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.72;F274

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