农药营销渠道竞争力集成评价和提升研究
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摘要
为了满足农业生产者防治病虫草鼠等有害生物所需要的农药产品和特殊服务,产生了农药市场营销活动。市场经济的快速发展,尤其是中国加入WTO后,国外跨国性的大型企业大规模的涌入中国市场,农药市场营销经历着快速发展与转变升级。与其他营销活动相比,农药营销学的研究内容更偏重渠道的建设和营销服务。如何尽快提升市场竞争能力,如何在残酷的市场竞争中生存并发展壮大,如何获得持续的竞争优势?除了拥有良好的产品和服务、恰当的定价策略之外,建立适合企业自身特点的销售渠道和网络,并对其进行有效的管理和控制,己成为我国农药企业竞争的核心。
在目前我国农药企业低水平、消耗式竞争的状况下,农药市场经营的关键是急需要研究农药企业自身营销渠道的建设与管理,以提高企业的国际竞争力。本文根据我国农药市场竞争环境和营销现状,对我国农药市场营销渠道模式进行了分析,取得了以下研究成果：
提出了现有营销渠道中的突出问题主要表现在：渠道效率和忠诚度不够、渠道服务功能弱、渠道冲突产生内耗；
明确了影响农药企业营销渠道优化的因素：产品特性、企业实力、市场需求、中间商特性等；
指出了营销渠道优化的方向：渠道重心转向零售终端、渠道结构转向多元化模式、渠道关系转向战略合作伙伴型联盟；
得出了营销渠道创新的措施：以农户需求为导向设计和选择营销渠道,指出渠道中冲突和价格管理的建议,建立对经销商、零售商的选择与评估标准,提出零售终端推广活动的开展方法与步骤。
文章以拜耳作物科学为案例,系统分析了营销渠道管理优化的实施与保障措施以及可资借鉴的提升渠道竞争力的经验和方法。
The pesticide marketing activities came with the variety of pesticide products and the special service during the disease, insect pests, weed, rat and others control. As the rapid development of marketing economic, especially after China's accession to WTO, foreign multinational large enterprises large-scale moved in China. The pesticides marketing mode is experiencing rapid development and transformation and upgrading. Compared with other marketing activities, the emphasis of pesticides marketing was focused on marketing channels and marketing service. How to raise its market competitiveness, how to survive harsh competition in the market and to develop and grow up, how to obtain sustainable competitive advantage? In addition to its excellent products and services, appropriate pricing strategy, the establishment of a suitable enterprise's own sales channels and network characteristics, and its effective management and control, has become the core of enterprise competition.
Under the condition of low level productivity and consumption-type competition of pesticide enterprises in China, the key of pesticide marketing business is an urgent need to study on their own construction and management of marketing channels in order to enhance their international competitiveness. Based on the competitive environment of China's pesticide market and the status quo of China's pesticide marketing, and the pesticide marketing channel models are analyzed and presented in the current outstanding problems in marketing channels:channel efficiency and loyalty is not enough, channel service functions is weak, channel conflict resulting friction. The impact of pesticides corporate marketing channel-optimized factors included product characteristics, business strength, market demand, brokers and other characteristics. The marketing channel optimization direction:the shift to the retail channel for the terminal, the channel structure to a pluralistic model of strategic channel relationships shift Partner-type alliance. The marketing channels innovative measures:the selection of marketing channels based on farmers demand-oriented design, pointed out channel conflict and price control proposals, the establishment of distributors, retailers, selection and assessment criteria, proposed by the retail terminal promotional activities to carry out methods and steps. And taken Bayer CropScience as a case, the implementation of optimal marketing channel management and protection measures was analyst in this dissertation.
在目前我国农药企业低水平、消耗式竞争的状况下,农药市场经营的关键是急需要研究农药企业自身营销渠道的建设与管理,以提高企业的国际竞争力。本文根据我国农药市场竞争环境和营销现状,对我国农药市场营销渠道模式进行了分析,取得了以下研究成果：
提出了现有营销渠道中的突出问题主要表现在：渠道效率和忠诚度不够、渠道服务功能弱、渠道冲突产生内耗；
明确了影响农药企业营销渠道优化的因素：产品特性、企业实力、市场需求、中间商特性等；
指出了营销渠道优化的方向：渠道重心转向零售终端、渠道结构转向多元化模式、渠道关系转向战略合作伙伴型联盟；
得出了营销渠道创新的措施：以农户需求为导向设计和选择营销渠道,指出渠道中冲突和价格管理的建议,建立对经销商、零售商的选择与评估标准,提出零售终端推广活动的开展方法与步骤。
文章以拜耳作物科学为案例,系统分析了营销渠道管理优化的实施与保障措施以及可资借鉴的提升渠道竞争力的经验和方法。
The pesticide marketing activities came with the variety of pesticide products and the special service during the disease, insect pests, weed, rat and others control. As the rapid development of marketing economic, especially after China's accession to WTO, foreign multinational large enterprises large-scale moved in China. The pesticides marketing mode is experiencing rapid development and transformation and upgrading. Compared with other marketing activities, the emphasis of pesticides marketing was focused on marketing channels and marketing service. How to raise its market competitiveness, how to survive harsh competition in the market and to develop and grow up, how to obtain sustainable competitive advantage? In addition to its excellent products and services, appropriate pricing strategy, the establishment of a suitable enterprise's own sales channels and network characteristics, and its effective management and control, has become the core of enterprise competition.
Under the condition of low level productivity and consumption-type competition of pesticide enterprises in China, the key of pesticide marketing business is an urgent need to study on their own construction and management of marketing channels in order to enhance their international competitiveness. Based on the competitive environment of China's pesticide market and the status quo of China's pesticide marketing, and the pesticide marketing channel models are analyzed and presented in the current outstanding problems in marketing channels:channel efficiency and loyalty is not enough, channel service functions is weak, channel conflict resulting friction. The impact of pesticides corporate marketing channel-optimized factors included product characteristics, business strength, market demand, brokers and other characteristics. The marketing channel optimization direction:the shift to the retail channel for the terminal, the channel structure to a pluralistic model of strategic channel relationships shift Partner-type alliance. The marketing channels innovative measures:the selection of marketing channels based on farmers demand-oriented design, pointed out channel conflict and price control proposals, the establishment of distributors, retailers, selection and assessment criteria, proposed by the retail terminal promotional activities to carry out methods and steps. And taken Bayer CropScience as a case, the implementation of optimal marketing channel management and protection measures was analyst in this dissertation.
引文
[1]赵善欢.植物化学保护[M].北京：中国农业出版社,2000,12-13.
[2]丁伟.农药营销学[M].北京：中国农业科学技术出版社,2004,9-10.
[3]吴文君.农药学原理[M].北京：中国农业出版社,2000,7-8.
[4]张兴.农药营销与管理[M].北京：中国农业出版社,2008,3-5.
[5]杜青林.2002年中国农业发展报告.中国农业出版社,2002,18-20.
[6]萧桂森.农药产业连锁战略与业态革命.2003中国农药发展年会——农药管理与市场营销战略研讨会专题报告集：2003.
[7]曲如晓,闫庆悦编著.新编国际经济学.经济管理出版社.2004,21—23.
[8]Data envelopment analysis WEI Quanling Institute of Operations Research and Mathematical Economics; Renmin University of China; Beijing 100872; China Chinese Science Bulletin,2001.
[9]营销管理(亚洲版·第三版)菲利普·科特勒等著,梅清豪译. 中国人民大学出版社,2005.
[10]刘晓红主编.市场营销学.化学工业出版社,2008,02.
[11]刘鸿渊.论企业营销渠道管理[J].商业研究,2004,206：152-154
[12]范晓屏.市场营销学.浙江大学出版社,2004,02.
[13]王云峰,郭继鸣.编著现代营销管理.中华工商联合出版社,2002.
[14]中国企业国际化管理课题组著.营销国际化管理方法,中国财政经济出版社,2002.
[15]于丽萍.整合与创新——渠道管理对策探讨[J].通信企业管理,2005：32-34.
[16]David Changnon. Stanley A.Changnon; A Spatial and Temporal Analysis of Damaging Snowstorms in the United States.Natural Hazards.2006.03:373-374.
[17]马军.中国农药市场营销策略研究.对外经济贸易大学.2003.07.
[18]在贯彻《农药管理条例》规范农药市场座谈会上农业部农药检定所查显才所长的讲话,农药科学与管理,2001.06.
[19]庾莉萍.我国农药市场发展综述.吉林农业,2007.04.
[20]菲利普,科特勒.营销管理(第11版),上海人民出版社,2004,69-73.
[21]克里斯托费,巴特利特,跨国管理理论、案例分析与阅读材料(第四版),中国财政经济出版社,2005,9—11.
[22](美)菲利普·科特勒.市场营销原理(第一版).北京： 清华大学出版社2001.9.
[23]朱秀君等.从博弈论看营销渠道的冲突与合作明.商业经济与管理.2002, (4).15.
[24]蒋恩尧等.对营销渠道中间商的绩效评价闭.科技情报开发与经济.2004,(2).17.
[25]洪元其.构建营销渠道新模式闭.企业经济,2002(9).
[26]杨政.营销渠道成员行为的整合模型闭.南开管理评论,2000,(4).
[27]王桂林,庄贵军.中国营销渠道中中国企业的信任概念模型闭,当代经济科学,2004(2).
[28]王尤景.畅通农药渠道[J].农药营销市场,2007(19)：17-18..
[29]付兴建.农药营销发展趋势与对策[J].植物医生,2007(3)：33-34.
[30]吴好.我国农药营销战略问题初探[J].农药市场信息,2007(2)：20.
[31]曹树球.我国农药营销市场的演变[J].农药市场信息,2003(6)：11-13.
[32]韩永奇,韩晨曦.2009年,农药产业仍然朝阳——2009年我国农药产业发展的三点猜想[J].农药市场信息,2009,(04).
[33]沈祥丰.对未来几年农药市场的基本估计[J].农药市场信息,2008,(23).
[34]武丽辉,顾宝根,刘光学,吕常胜,赵月荣,周蔚,陈立萍.政策变革中平稳过渡,挑战竞争中不断前进——2008中国农药行业大事盘点[J].农药科学与管理,2009,(03).
[35]黄筱.做好终端要学会“傍”和“变”[J].现代营销(经营版),2008,(10).
[36]李豫富,张荣华.当前农药市场形势及发展趋势浅析[J].农村经济与科技,2000,(07).
[37]张文举.中国农资连锁经营正当时[J].中国农资,2009,(03).
[38]庄一敏.农资连锁经营业态选择与管理控制[J].中国农资,2006,(08).
[39]赵祖培.中国的作物保护产业[J].世界农药,2002,(01).
[40]杨金龙.拜耳公司生化产品在中国市场的差异化战略研究[D].上海,上海交通大学,2008.
[41]刘效文.拜耳产品——普力克、好力克、艾美乐给封丘农民带来了巨大的经济效益[J]. 农药市场信息,2009,(06)：35-37.
[42]刘喜梅.企业供应链管理系统功能浅析[J].中国商界,2008,12：85-86.
[43]刘显涛.浅析电子商务对企业营销管理所带来的变革.科技信息(科学教研),2007,(27).
[44]夏榕.对我国网络营销策略的分析与探讨[J].现代商业,2009：119-120.
[2]丁伟.农药营销学[M].北京：中国农业科学技术出版社,2004,9-10.
[3]吴文君.农药学原理[M].北京：中国农业出版社,2000,7-8.
[4]张兴.农药营销与管理[M].北京：中国农业出版社,2008,3-5.
[5]杜青林.2002年中国农业发展报告.中国农业出版社,2002,18-20.
[6]萧桂森.农药产业连锁战略与业态革命.2003中国农药发展年会——农药管理与市场营销战略研讨会专题报告集：2003.
[7]曲如晓,闫庆悦编著.新编国际经济学.经济管理出版社.2004,21—23.
[8]Data envelopment analysis WEI Quanling Institute of Operations Research and Mathematical Economics; Renmin University of China; Beijing 100872; China Chinese Science Bulletin,2001.
[9]营销管理(亚洲版·第三版)菲利普·科特勒等著,梅清豪译. 中国人民大学出版社,2005.
[10]刘晓红主编.市场营销学.化学工业出版社,2008,02.
[11]刘鸿渊.论企业营销渠道管理[J].商业研究,2004,206：152-154
[12]范晓屏.市场营销学.浙江大学出版社,2004,02.
[13]王云峰,郭继鸣.编著现代营销管理.中华工商联合出版社,2002.
[14]中国企业国际化管理课题组著.营销国际化管理方法,中国财政经济出版社,2002.
[15]于丽萍.整合与创新——渠道管理对策探讨[J].通信企业管理,2005：32-34.
[16]David Changnon. Stanley A.Changnon; A Spatial and Temporal Analysis of Damaging Snowstorms in the United States.Natural Hazards.2006.03:373-374.
[17]马军.中国农药市场营销策略研究.对外经济贸易大学.2003.07.
[18]在贯彻《农药管理条例》规范农药市场座谈会上农业部农药检定所查显才所长的讲话,农药科学与管理,2001.06.
[19]庾莉萍.我国农药市场发展综述.吉林农业,2007.04.
[20]菲利普,科特勒.营销管理(第11版),上海人民出版社,2004,69-73.
[21]克里斯托费,巴特利特,跨国管理理论、案例分析与阅读材料(第四版),中国财政经济出版社,2005,9—11.
[22](美)菲利普·科特勒.市场营销原理(第一版).北京： 清华大学出版社2001.9.
[23]朱秀君等.从博弈论看营销渠道的冲突与合作明.商业经济与管理.2002, (4).15.
[24]蒋恩尧等.对营销渠道中间商的绩效评价闭.科技情报开发与经济.2004,(2).17.
[25]洪元其.构建营销渠道新模式闭.企业经济,2002(9).
[26]杨政.营销渠道成员行为的整合模型闭.南开管理评论,2000,(4).
[27]王桂林,庄贵军.中国营销渠道中中国企业的信任概念模型闭,当代经济科学,2004(2).
[28]王尤景.畅通农药渠道[J].农药营销市场,2007(19)：17-18..
[29]付兴建.农药营销发展趋势与对策[J].植物医生,2007(3)：33-34.
[30]吴好.我国农药营销战略问题初探[J].农药市场信息,2007(2)：20.
[31]曹树球.我国农药营销市场的演变[J].农药市场信息,2003(6)：11-13.
[32]韩永奇,韩晨曦.2009年,农药产业仍然朝阳——2009年我国农药产业发展的三点猜想[J].农药市场信息,2009,(04).
[33]沈祥丰.对未来几年农药市场的基本估计[J].农药市场信息,2008,(23).
[34]武丽辉,顾宝根,刘光学,吕常胜,赵月荣,周蔚,陈立萍.政策变革中平稳过渡,挑战竞争中不断前进——2008中国农药行业大事盘点[J].农药科学与管理,2009,(03).
[35]黄筱.做好终端要学会“傍”和“变”[J].现代营销(经营版),2008,(10).
[36]李豫富,张荣华.当前农药市场形势及发展趋势浅析[J].农村经济与科技,2000,(07).
[37]张文举.中国农资连锁经营正当时[J].中国农资,2009,(03).
[38]庄一敏.农资连锁经营业态选择与管理控制[J].中国农资,2006,(08).
[39]赵祖培.中国的作物保护产业[J].世界农药,2002,(01).
[40]杨金龙.拜耳公司生化产品在中国市场的差异化战略研究[D].上海,上海交通大学,2008.
[41]刘效文.拜耳产品——普力克、好力克、艾美乐给封丘农民带来了巨大的经济效益[J]. 农药市场信息,2009,(06)：35-37.
[42]刘喜梅.企业供应链管理系统功能浅析[J].中国商界,2008,12：85-86.
[43]刘显涛.浅析电子商务对企业营销管理所带来的变革.科技信息(科学教研),2007,(27).
[44]夏榕.对我国网络营销策略的分析与探讨[J].现代商业,2009：119-120.