【作者】 赵华；

【导师】 云虹；

【作者基本信息】 华中科技大学 ， 工商管理， 2010， 硕士

【摘要】 长期以来,农民偏施氮、磷、钾,却忽视了钙、镁、硫、硼、锌、锰、铁、铜、钼、氯等微量元素肥料的施用,而作物要想产量更高,就必须平衡使用这16种肥料元素。目前我国的微肥市场机遇与挑战并存:一方面我国缺素作物的种类、种植面积呈扩大趋势,微肥的市场规模巨大;另一方面,我国微肥市场运作模式并不成熟,市场无序竞争严重,全国化品牌公司尚未形成,而外资企业纷纷涌入中国,利用其成熟的技术和营销策略,抢占了大量的市场份额。本文运用市场营销的相关理论,通过对微肥产品需求特性,以及目前产品市场和竞争状况的介绍,旨在根据微肥市场的特征和实际情况制定一套适合国内微肥企业的市场营销策略,以便更好的提高微肥企业的竞争力、发挥本土企业的优势抢占更大的市场份额;同时规范微肥市场的运作,促进微肥市场的高效运行。为确保所制定营销策略的可操作性和有效性;本文选取中国微肥行业中的领军企业SDSW公司的真实案例为背景,SDSW公司在短短4年之内实现了从扎根华中市场到进军全国市场的高速成长,其高效、可移植的市场策略对同行企业有重大参考价值。本文首先分析了微肥行业的市场环境和营销现状;然后以SDSW公司现有的市场地位和优势资源为基础,运用STP营销分析法,明确公司的目标市场选择及其品牌形象定位;接着重点分析公司的4Ps营销组合策略,对SDSW公司以渠道为载体的促销策略——会议营销策略做了详细介绍。希望本文能为我国正处于起步和发展阶段的微肥企业提供一套比较成熟的营销推广策略,帮助其提升竞争能力,取得良好的业绩。更多还原

【Abstract】 For a long time,many farmers prefer to fertilizing nitrogen,phosphorus,potassium,while ignore calcium,magnesium,sulfur,boron,zinc,manganese and iron,copper,molybdenum,chlorine and other trace elements fertilizer application.In order to make crops yield more,we must balance the use of 16 kinds of fertilizer elements.At present the microelements fertilizer market is full of opportunities and challenges: on one hand,the amount of species and planting area of the crop which lack the microelements is on the increase,the market potential is tremendous ;on the other hand,now the market operation pattern of microelements fertilizer is rather immature,almost the whole market involved in the disorderly competition .What’s worse,not yet formed a national brand companies,foreign companies pouring into China,using its sophisticated technology and marketing strategy,to seize a significant market share.Based on the related theoretical guidance , this thesis analysis the demand characteristics of microelements fertilizer,the current product market and market competition situation. Aim to develop a set of marketing strategy which suitable for domestic microelements fertilizer enterprise according to the characteristics of microelements fertilizer market , in order to improve the competitiveness of the enterprises,help local enterprises exploit their advantage to occupy larger market share,simultaneously making the operation of market more standard and efficient.To ensure the maneuverability and validity of the marketing strategy,we formulated this article selects the real case of SDSW Company as background. SDSW Company has being experienced rapid growth since it has established.From rooting in the market of central China to entering the national market,it realized its goals in shot four years,its efficiency,portable market strategies have great reference value to peer enterprises.This paper firstly analyzes the market environment of industry and marketing situation,Then based on SDSW company’s existing market position and the advantage resources,using STP analysis methods,clear and definite the company marketing target market and brand image position; Then focuses on the analysis of the company marketing mix strategy 4Ps,and make a detail introduction of SDSW company’s specific meeting marketing strategy,which is promotion strategy with channel as a carrier. We hope that this paper can provide a set of relatively mature marketing strategy to help the local microelements fertilizer enterprise,which is in the beginning stages of development,to forge them the core competitiveness and get a good performance.更多还原