卫辉市豫北化工炭基复合肥营销策略研究

发布时间：2018-03-04 14:26

本文选题：肥料　切入点：炭基复合肥　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：传统化学肥料严重的过度使用,造成土壤污染、酸化、板结等严重问题,为我国农业的可持续发展带来了严峻的挑战。随着国家相关产业政策实施和化肥“零增长”行动的推进,传统化学肥料产品面临着供给侧改革和产业升级的压力,传统肥料企业亟须转型升级。在此背景下,豫北化工与北京三聚环保有限公司合作,应用秸秆生物质规模化利用技术开发生产炭基复合肥产品,促进生物质高效循环利用、土壤改良、肥力提升以及农民收入的增加,这也为企业转型升级战略迈出了关键的一步。但是,对一个市场尚未成熟的炭基复合肥新产品如何进行有效的营销策略制定与实施,将关系到产品市场推广以及企业转型升级的成败。本文针对豫北化工炭基复合肥新产品的营销问题,根据营销理论和实践经验,展开系统研究。首先,对产品营销的宏微观环境进行了认真梳理,并采用SWOT分析方法对企业营销的优劣势以及市场机会与威胁进行了综合分析,研究表明,豫北化工有着较好的自身优势,并且外部环境良好,市场机会大于环境威胁,应把握住市场机会并在激烈的市场竞争中脱颖而出。其次,对豫北化工炭基复合肥产品的目标市场选择与定位进行了分析,依据消费者或客户需求和购买行为的差异性,对炭基复合肥产品市场进行细分,结合企业资源和发展方向、竞争状况等因素,认为豫北化工炭基复合肥的初期目标市场主要为河南区域的中大型用户,后期随着企业的发展逐渐向山西、山东等用户进行拓展,产品应以“农作物绿色营养专家”为定位。再次,根据目标市场特征和市场定位,对豫北化工炭基复合肥营销策略,着重从差异化产品策略、灵活定价策略、扁平化与多渠道分销策略、多样化促销策略以及深度服务策略进行了详细探讨。最后,结合企业实际,讨论了豫北化工炭基复合肥营销策略实施的保障问题。本文的特色之处主要体现在:结合市场营销理论和前人研究成果,从理论层面对炭基复合肥这一新型肥料的营销问题展开研究,对促进我国肥料行业升级转型具有一定的借鉴作用;从实践层面,对豫北化工炭基复合肥的营销环境进行系统分析,并在此基础上有针对性地探讨了产品的STP战略和具体的营销策略制定,为豫北化工新产品上市提供营销决策参考。
[Abstract]:The serious overuse of traditional chemical fertilizers has caused serious problems such as soil pollution, acidification, agglomeration, and so on. With the implementation of national industrial policy and the promotion of "zero growth" of chemical fertilizer, traditional chemical fertilizer products are facing the pressure of supply-side reform and industrial upgrading. Traditional fertilizer enterprises need to be transformed and upgraded urgently. Under this background, the chemical industry of North Henan and Beijing Sanjuan Environmental Protection Co., Ltd. cooperate to develop and produce carbon-based compound fertilizer products by using the technology of large-scale utilization of straw biomass, so as to promote the efficient recycling of biomass. The improvement of soil, the increase of fertility and the increase of farmers' income have also taken a key step in the strategy of enterprise transformation and upgrading. However, how to make and implement effective marketing strategies for a new product of carbon-based compound fertilizer, which is not yet mature in the market, It will be related to the success or failure of product market promotion and enterprise transformation and upgrading. This paper aims at the marketing problem of the new products of chemical carbon-based compound fertilizer of chemical industry in North Henan Province, and carries out a systematic study according to the marketing theory and practical experience. First of all, The macro and micro environment of product marketing is carefully combed, and the advantages and disadvantages of enterprise marketing, market opportunities and threats are comprehensively analyzed by using SWOT analysis method. The research shows that chemical industry in North Henan has its own advantages. And the external environment is good, the market opportunity is greater than the environmental threat, we should grasp the market opportunity and stand out in the fierce market competition. Secondly, the target market selection and positioning of chemical carbon-based compound fertilizer products in North Henan Province are analyzed. According to the difference of consumer or customer demand and purchase behavior, the market of carbon-based compound fertilizer products is subdivided, combined with factors such as enterprise resources and development direction, competition condition, etc. It is considered that the initial target market of chemical carbon-based compound fertilizer in North Henan is mainly medium and large scale users in Henan region, and gradually expanding to Shanxi, Shandong and so on with the development of enterprises. Thirdly, according to the target market characteristics and market orientation, the marketing strategy of chemical carbon-based compound fertilizer in North Henan Province should be focused on the differentiated product strategy and flexible pricing strategy. The flattening and multi-channel distribution strategy, diversification promotion strategy and deep service strategy are discussed in detail. This paper discusses the protection of marketing strategy of chemical carbon-based compound fertilizer in North Henan Province. The main features of this paper are as follows: combining with marketing theory and previous research results, The research on the marketing of carbon-based compound fertilizer, which is a new type of fertilizer, can be used for reference to promote the upgrading and transformation of fertilizer industry in China. Based on the systematic analysis of the marketing environment of chemical carbon-based compound fertilizer in North Henan Province, the STP strategy and specific marketing strategy formulation of the product are discussed, which provides a marketing decision reference for the new chemical products in North Henan Province.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.72

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