先正达公司基于农村终端市场营销模式研究
摘要
农药在农业生产中起着举足轻重的作用,是农业生产的基本生产资料,在农业生产上得到大量使用,安徽农药使用总量连续5年增加。我国已提倡绿色农业,倡导食品安全,促使农业走上可持续健康发展道路,因此推广高效、低毒、低残留的农药,保护农作物免受病虫害侵扰,促进产量稳步提高,具有十分重要的战略意义。
农药的购买主体和使用者是农民,农民散居于广大农村,实行的一家一户的小规模经营,在农村市场开展营销活动面临很大的挑战,一方面是优秀产品很难在农村市场立足,另一方面是农民迫切需要优秀的产品。本文以公司的真实案例为背景,从市场营销的角度,分析了安徽农药市场状况及公司在安徽面临的环境:本文运用SWOT分析法分析了公司的机会、威胁、优势和劣势,并着重分析了公司在安徽的市场营销策略,重点介绍了公司在安徽基于农村终端市场的促销模式——“一柜两会”基层推广法,初步解决了公司在广大的农村市场如何采取更快、更准、更有效的营销方法来开拓市场的问题,为公司业务进一步发展提供了一个成功的模式。
Pesticide,taking a pivotal place in agricultural producing,has been the basic agricultural producing material and widely used.The total quantity of pesticide used in Anhui Province has been continually increasing in the recent 5 years. Today, in china, green agriculture and safety of food are advocated, which accelarate the agriculture to develop continually and healthly. So, it's significant to promote high effective,low poisonous and low rudimental pesticide to prevent the crops from disease and inscets and enhance the output of crops.
Farmers is the principal part to buy and use pesticide. They live dispersively in broad rural area, working in a small scale and individual form. It's a great challenge to take marketing action in the country, On the hand, advanced product is difficult to be sold to the farmers, on the other hand, farmers need advanced products earnestly. This paper basing on real cases of my company, from the angle of marketing, analyses the status of the pesticide marked and the environment the company has to faced in Anhui Province .SWOT analysis method are used in the paper to analyze the opportunity、strength、threat and weakness of the company. The strategy of marketing of the company is analyzed in details. The marketing style of the company based on the terminal market in rural area in Anhui Province is emphasized to be instroduced as well. Basically speaking, it solves the problem of how to develop the markets by adopting the sales strategy which is faster, more accurate and more effective in the rural area, and it also provides a successful style to improve the company's business.
农药的购买主体和使用者是农民,农民散居于广大农村,实行的一家一户的小规模经营,在农村市场开展营销活动面临很大的挑战,一方面是优秀产品很难在农村市场立足,另一方面是农民迫切需要优秀的产品。本文以公司的真实案例为背景,从市场营销的角度,分析了安徽农药市场状况及公司在安徽面临的环境:本文运用SWOT分析法分析了公司的机会、威胁、优势和劣势,并着重分析了公司在安徽的市场营销策略,重点介绍了公司在安徽基于农村终端市场的促销模式——“一柜两会”基层推广法,初步解决了公司在广大的农村市场如何采取更快、更准、更有效的营销方法来开拓市场的问题,为公司业务进一步发展提供了一个成功的模式。
Pesticide,taking a pivotal place in agricultural producing,has been the basic agricultural producing material and widely used.The total quantity of pesticide used in Anhui Province has been continually increasing in the recent 5 years. Today, in china, green agriculture and safety of food are advocated, which accelarate the agriculture to develop continually and healthly. So, it's significant to promote high effective,low poisonous and low rudimental pesticide to prevent the crops from disease and inscets and enhance the output of crops.
Farmers is the principal part to buy and use pesticide. They live dispersively in broad rural area, working in a small scale and individual form. It's a great challenge to take marketing action in the country, On the hand, advanced product is difficult to be sold to the farmers, on the other hand, farmers need advanced products earnestly. This paper basing on real cases of my company, from the angle of marketing, analyses the status of the pesticide marked and the environment the company has to faced in Anhui Province .SWOT analysis method are used in the paper to analyze the opportunity、strength、threat and weakness of the company. The strategy of marketing of the company is analyzed in details. The marketing style of the company based on the terminal market in rural area in Anhui Province is emphasized to be instroduced as well. Basically speaking, it solves the problem of how to develop the markets by adopting the sales strategy which is faster, more accurate and more effective in the rural area, and it also provides a successful style to improve the company's business.
引文
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[22]徐江涛.简述农药营销的推拉平衡.农药市场信息.2006.14
[23]傅金平.探讨营销方略 提高企业农村营销能力.现代企业,2007.10
[24]张援.新形势下的农产品绿色营销策略探析.企业技术开发.2007.10
[25]刘伟民.市场营销中的产品决策.企业改革与管理,2006.11
[26]李政权.新的销售增长点在哪里.经理人.2006.5
[27]吴德庆.管理经济学.第四版.中国人民大学出版社.2006
[28]左前锋.阿尔.里斯:用公关手法打造品牌.经理人.2006.7
[29]徐国伟.销售终端的精耕细作之道.经济师,2007.1
[30]张保银.新形势下农药营销的新战略.农药市场十日讯,2007.15
[2][美]菲利普·科特勒.梅清豪译.营销管理.第11版.上海,上海人民出版社,2003.
[3]安祥林.谈市场营销理论的发展过程.中国科技信息,2007.1
[4]Peter Drncker,Management:Tasks,Responsibicities,Practices(New York:Haper And Row,1973.99.64-65)
[5]吕芳.当代企业营销策略创新.北京理工大学学报.2003.4
[6]梁帝允.水稻病虫防治新药剂示范推广项目总结报告.农技植保函[2007]3号,2007.
[7]扬锡怀.企业战略管理.第2版.高等教育出版社,2004.
[8]中华人民共和国农药管理条例.1997.
[9]关于修订<农药管理条例实施办法>的决议.2008.1
[10]中国农业分析报告.2007年4季度.中经网统计数据库.
[11]耿继光.高毒有机磷农药替代品种安全使用问答.安徽科学技术出版,2007.
[12]王述明.农药经营市场存在的问题及治理对策.安徽农学通报,2006.12
[13]阎文清.市场营销中的竞争力分析.企业改革与管理.2007.1
[14]吴重言.树立为农服务新标杆的思考.农化市场十日讯.2007.32
[15]仇向洋.营销管理.北京,石油工业出版社,2006.
[16]王杰.心理学原理与应用.北京.机械工业出版社.2006
[17]安徽2003年统计年鉴.国家统计局
[18]王磊.安徽邮政农资连锁.业界观察.www.chinapostnews.com.cn
[19]周占文.人力资源管理.北京,电子工业出版社,2002.
[20]赵有生.企业管理.北京,电子工业出版社,2007.
[21]庄贵军.企业营销策划.北京,清华大学出版社,2005.
[22]徐江涛.简述农药营销的推拉平衡.农药市场信息.2006.14
[23]傅金平.探讨营销方略 提高企业农村营销能力.现代企业,2007.10
[24]张援.新形势下的农产品绿色营销策略探析.企业技术开发.2007.10
[25]刘伟民.市场营销中的产品决策.企业改革与管理,2006.11
[26]李政权.新的销售增长点在哪里.经理人.2006.5
[27]吴德庆.管理经济学.第四版.中国人民大学出版社.2006
[28]左前锋.阿尔.里斯:用公关手法打造品牌.经理人.2006.7
[29]徐国伟.销售终端的精耕细作之道.经济师,2007.1
[30]张保银.新形势下农药营销的新战略.农药市场十日讯,2007.15