中化河南复合肥营销策略优化研究

发布时间：2019-01-22 09:13

【摘要】：近年来,随着农民施肥习惯的不断变化和种植业结构的不断调整,化肥产业结构也向着复合化方向发展,单一元素化肥逐渐被复合肥料所代替。跟据相关资料的统计,我国复合肥行业平均递增速度约为12%。而且,从施肥量上看,目前,世界平均施肥的复合化率为35%,其中发达国家的平均施肥复合化率达40%,而我国仅仅只有25%。所以说,我国复合肥市场需求还有相当大的空间。河南是复合肥消费和生产大省,复合肥市场容量大约在400万吨左右,各企业之间竞争异常激烈。但是,一直以来,农资企业的经营比较粗放,市场运作的难点较多,企业的营销能力和管理水平亟待完善。这导致很多企业陷入了诸如同质化、价格战的恶性竞争,影响了企业的盈利能力,企业的持续发展乏力。中化化肥河南分公司(简称“中化河南”)就处在这样的一个市场环境河竞争环境中。如何在复杂多变的宏观环境下,为企业营销工作带来实质性突破,对中化河南来说,既是一个巨大的挑战,也是一个突破现状的好机会。中化河南复合肥营销目前存在着策略不当的问题,在复合肥产品的产品策略、渠道策略、价格策略、推广策略等方面策略选择有待于考究。在营销环境变化中,面临着技术升级、政策利好等一系列营销外部环境,同时也面临着公司营销战略转型、营销策略不当等等营销内部环境带来的影响。在此背景下,中化河南复合肥营销具有的优势是企业实力雄厚、资源丰富等,劣势是体制落后、效率低下等,还可以把握的机会有诸如政策机会、行业整合机会等,同时也面临着技术变革等因素带来的威胁。为此,中化河南复合肥营销策略应从以下几个方面进一步优化：一是加大县级空白市场开发,二是开辟新的销售渠道,三是用差异化产品满足不同细分市场的需求,四是整合产品品牌组合,五是制定合理的价格政策,六是整合推广和促销手段,七是加强经销商的管理。为保证这些措施的顺利实施,必须调整组织架构和运营模式,优化业务流程,加强对客户的管控,完善业务过程管理。
[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.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.72;F274

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