【作者】 陈大庆；

【导师】 秦远建；

【作者基本信息】 武汉理工大学 ， 工商管理， 2003， 硕士

【摘要】 本案例首先介绍了中国农药产业的现状及农药对环境的影响。在中国，农药行业属于重要的农业产业之一，该行业具有明显的季节性，大部分产品属于季节性生产，季节性使用。目前我国农药耗用量每年达150万吨以上，按此比例计算，2005年需生物农药量45万吨，2015年达75万吨。而目前我国生物农药年产量仅8000吨，在农药总量中不到1％，发展潜力显而易见。我国生物农药在科研、生产和市场方面都将得到迅猛的发展。国家的相关环保政策也有利于生物农药的市场开拓。不过生物农药的好处虽然得到认可，但生物农药不论从产品形态还是使用性能上看都存在很大的缺陷。 本案例介绍了明信生物农药有限公司成立的背景和公司的战略思路。基于政府的支持，基于广阔的市场前景，该公司从成立始就确定了迅速做大，抢占农药龙头地位的战略方向。在公司战略的引导下，该公司在生物农药的研发、生产、销售等方面采取了一系列行动。通过建厂、合资、并购，该公司在短期内扩大了生产规模，使产量达到极限；该公司还在全国范围内建立了营销网络，终端达到镇一级。由于资源有限，管理系统整合的缺陷，三年后公司陷入了困境。大量产品因无法销售出去而被经销商退回；公司资金周转困难，人员流失严重。为应付被动的局面，公司大幅裁员，更换了总经理。更多还原

【Abstract】 This case introduced situation of Chinese pesticide industry and introduced influence of pesticide to environment. In China, pesticide is one of the most important agriculture industries. This industry is typical seasonal, greater part of product is seasonally manufactured and seasonally distributed. Presently, wastage of pesticide in china is over 150 million tons. Estimated in term of this scale, there are 45 million tons of bio-pesticide to be needed in 2005, and 75 million tons in 2015. But now output of bio-pesticide per year is less than 8000 tons. Potential growth of bio-pesticide is evident. In china, bio-pesticide will grow promptly in R&D, manufacturing and marketing. Relevant environmental policy of government also favors the development of bio-pesticide. Though the benefit of bio-pesticide is widely recognized, it remains to be limited not only because of its product form but also because of its performance being used.This case described how is mingxin bio-pesticide limited company came into existence and described the strategic idea of the company. Based on the support of local government and huge marketing trend, the company made strategic decision to expand speedily and to be a leader in industry as soon as it comes into existence. Guided by the corporation strategy, this company took series of action on research, manufacture, marketing etc. Through setting up factories, stock jointing and stock purchasing, the company could produce on a large scale and the yield arrived at utmost in short times. And the company set up marketing network all over the country which terminal reached villages and towns. As a result of limited resource and defect of management congruity, the company faced difficulty after three years. Lots of products were sent back by dealers since they were not able to be trader off. The fund was hardly to be turned over, staff flew away badly. For problems to be solved, the company reduced large numbers of staff trimmer, and replaced general manager.更多还原