SDSW公司微量元素肥料市场营销模式研究
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摘要
长期以来,农民偏施氮、磷、钾,却忽视了钙、镁、硫、硼、锌、锰、铁、铜、钼、氯等微量元素肥料的施用,而作物要想产量更高,就必须平衡使用这16种肥料元素。目前我国的微肥市场机遇与挑战并存:一方面我国缺素作物的种类、种植面积呈扩大趋势,微肥的市场规模巨大;另一方面,我国微肥市场运作模式并不成熟,市场无序竞争严重,全国化品牌公司尚未形成,而外资企业纷纷涌入中国,利用其成熟的技术和营销策略,抢占了大量的市场份额。
本文运用市场营销的相关理论,通过对微肥产品需求特性,以及目前产品市场和竞争状况的介绍,旨在根据微肥市场的特征和实际情况制定一套适合国内微肥企业的市场营销策略,以便更好的提高微肥企业的竞争力、发挥本土企业的优势抢占更大的市场份额;同时规范微肥市场的运作,促进微肥市场的高效运行。
为确保所制定营销策略的可操作性和有效性;本文选取中国微肥行业中的领军企业SDSW公司的真实案例为背景,SDSW公司在短短4年之内实现了从扎根华中市场到进军全国市场的高速成长,其高效、可移植的市场策略对同行企业有重大参考价值。本文首先分析了微肥行业的市场环境和营销现状;然后以SDSW公司现有的市场地位和优势资源为基础,运用STP营销分析法,明确公司的目标市场选择及其品牌形象定位;接着重点分析公司的4Ps营销组合策略,对SDSW公司以渠道为载体的促销策略——会议营销策略做了详细介绍。希望本文能为我国正处于起步和发展阶段的微肥企业提供一套比较成熟的营销推广策略,帮助其提升竞争能力,取得良好的业绩。
For a long time,many farmers prefer to fertilizing nitrogen,phosphorus,potassium,while ignore calcium,magnesium,sulfur,boron,zinc,manganese and iron,copper,molybdenum,chlorine and other trace elements fertilizer application.In order to make crops yield more,we must balance the use of 16 kinds of fertilizer elements.
At present the microelements fertilizer market is full of opportunities and challenges: on one hand,the amount of species and planting area of the crop which lack the microelements is on the increase,the market potential is tremendous ;on the other hand,now the market operation pattern of microelements fertilizer is rather immature,almost the whole market involved in the disorderly competition .What’s worse,not yet formed a national brand companies,foreign companies pouring into China,using its sophisticated technology and marketing strategy,to seize a significant market share.
Based on the related theoretical guidance , this thesis analysis the demand characteristics of microelements fertilizer,the current product market and market competition situation. Aim to develop a set of marketing strategy which suitable for domestic microelements fertilizer enterprise according to the characteristics of microelements fertilizer market , in order to improve the competitiveness of the enterprises,help local enterprises exploit their advantage to occupy larger market share,simultaneously making the operation of market more standard and efficient.
To ensure the maneuverability and validity of the marketing strategy,we formulated this article selects the real case of SDSW Company as background. SDSW Company has being experienced rapid growth since it has established.From rooting in the market of central China to entering the national market,it realized its goals in shot four years,its efficiency,portable market strategies have great reference value to peer enterprises.
This paper firstly analyzes the market environment of industry and marketing situation,Then based on SDSW company's existing market position and the advantage resources,using STP analysis methods,clear and definite the company marketing target market and brand image position; Then focuses on the analysis of the company marketing mix strategy 4Ps,and make a detail introduction of SDSW company’s specific meeting marketing strategy,which is promotion strategy with channel as a carrier. We hope that this paper can provide a set of relatively mature marketing strategy to help the local microelements fertilizer enterprise,which is in the beginning stages of development,to forge them the core competitiveness and get a good performance.
本文运用市场营销的相关理论,通过对微肥产品需求特性,以及目前产品市场和竞争状况的介绍,旨在根据微肥市场的特征和实际情况制定一套适合国内微肥企业的市场营销策略,以便更好的提高微肥企业的竞争力、发挥本土企业的优势抢占更大的市场份额;同时规范微肥市场的运作,促进微肥市场的高效运行。
为确保所制定营销策略的可操作性和有效性;本文选取中国微肥行业中的领军企业SDSW公司的真实案例为背景,SDSW公司在短短4年之内实现了从扎根华中市场到进军全国市场的高速成长,其高效、可移植的市场策略对同行企业有重大参考价值。本文首先分析了微肥行业的市场环境和营销现状;然后以SDSW公司现有的市场地位和优势资源为基础,运用STP营销分析法,明确公司的目标市场选择及其品牌形象定位;接着重点分析公司的4Ps营销组合策略,对SDSW公司以渠道为载体的促销策略——会议营销策略做了详细介绍。希望本文能为我国正处于起步和发展阶段的微肥企业提供一套比较成熟的营销推广策略,帮助其提升竞争能力,取得良好的业绩。
For a long time,many farmers prefer to fertilizing nitrogen,phosphorus,potassium,while ignore calcium,magnesium,sulfur,boron,zinc,manganese and iron,copper,molybdenum,chlorine and other trace elements fertilizer application.In order to make crops yield more,we must balance the use of 16 kinds of fertilizer elements.
At present the microelements fertilizer market is full of opportunities and challenges: on one hand,the amount of species and planting area of the crop which lack the microelements is on the increase,the market potential is tremendous ;on the other hand,now the market operation pattern of microelements fertilizer is rather immature,almost the whole market involved in the disorderly competition .What’s worse,not yet formed a national brand companies,foreign companies pouring into China,using its sophisticated technology and marketing strategy,to seize a significant market share.
Based on the related theoretical guidance , this thesis analysis the demand characteristics of microelements fertilizer,the current product market and market competition situation. Aim to develop a set of marketing strategy which suitable for domestic microelements fertilizer enterprise according to the characteristics of microelements fertilizer market , in order to improve the competitiveness of the enterprises,help local enterprises exploit their advantage to occupy larger market share,simultaneously making the operation of market more standard and efficient.
To ensure the maneuverability and validity of the marketing strategy,we formulated this article selects the real case of SDSW Company as background. SDSW Company has being experienced rapid growth since it has established.From rooting in the market of central China to entering the national market,it realized its goals in shot four years,its efficiency,portable market strategies have great reference value to peer enterprises.
This paper firstly analyzes the market environment of industry and marketing situation,Then based on SDSW company's existing market position and the advantage resources,using STP analysis methods,clear and definite the company marketing target market and brand image position; Then focuses on the analysis of the company marketing mix strategy 4Ps,and make a detail introduction of SDSW company’s specific meeting marketing strategy,which is promotion strategy with channel as a carrier. We hope that this paper can provide a set of relatively mature marketing strategy to help the local microelements fertilizer enterprise,which is in the beginning stages of development,to forge them the core competitiveness and get a good performance.
引文
[1]刘铮.微量元素的农业化学.北京:农业出版社, 1991: 37-38
[2]刘铮.微量元素在农业中的应用和展望.微量元素学术交流会汇刊, 1980: 21-23
[3]高俊文.国外微量元素肥料发展动态.化肥工业, 1991, 14(2): 11-15
[4]马扶林,宋理明,王建民.土壤微量元素的研究概述.青海科技, 2009, 15(3): 32-33
[5]金其兵.农技推广和农资营销存在的问题及相应的对策.安徽农学通报, 2009, 15(20): 97-98
[6]菲利普·科特勒著.梅清豪译.营销管理(第十二版).上海:上海人民出版社, 1999: 108-110
[7]迈克尔·波特著.陈小悦译.竞争战略.北京:华夏出版社, 2003: 37-39
[8]吴冠之.渠道网络的竞争与合作.经济管理, 2001, 20(8). 42-46
[9]吴建安.市场营销.北京:高等教育出版社, 1997: 11-13
[10]熊银解,查尔斯·M·富特雷尔.销售管理(第二版).北京:高等教育出版社, 2005: 21-24
[11]赵一安.赢在终端.北京:中国纺织出版社, 2005: 66-68
[12]庄宇,赵燕,胡启.不同促销方式对消费者购买行为的影响.西安工业学院学报, 2002, 5(2): 181-185
[13]金一铭.会议营销的三大议题.企业改革与管理, 2005, 15(3): 80-81
[14]卢长宝消费.者学习对销售促进效用影响研究.福州大学学报(哲学社会科学版), 2005, 72(4): 41-45
[15]黄丽薇,陈克明.营销渠道的逆向模式.经济管理, 2001, 37(13). 49-51
[16]康国光,李艳军.种子营销渠道影响因素及构建策略.农业经济, 2003, 8(2). 40-43
[17]孙大鹏,汪波.动态市场营销组合策略探讨,西安电子科技大学学报(社会科学版), 2007, 17(3): 56-57
[18]李先国.促销管理.北京:清华大学出版社, 1998: 46-112
[19]刘铮,唐丽华,朱其清等.我国主要土壤中微量元素的含量与分布初步总结.土壤学报, 1978, 15(2): 138-150
[20]卢泰宏,黄胜兵,罗纪宁.论品牌资产的定义.中山大学学报(社会科学版), 2000, 40(4): 17-22
[21]罗云平.广告投入对品牌资产影响的实证研究.长春:吉林大学, 2006: 34-41
[22]张海旺,席念霞.农民收入稳定的增长主要制约因素.四川省情, 2005, 34(10): 16-17
[23]迈克尔·波特著.陈小悦译.竞争战略.北京:华夏出版社, 2003: 112-114
[24]孙长宜.论我国农产品营销如何应对入世.辽宁经济, 2002, 15(3): 9-11
[25]谈留雄.国内外微肥生产和应用.腐植酸, 1993, 26(2): 6-15
[26]陈凤龙.基于农民视角的种子营销策略创新.中国种业, 2008, 43(7): 32-34
[27]徐荣华.传统营销转型会议营销.中国种业, 2006, 13(1): 77-79
[28]薛云建,刘爱兰.国际营销的整体渠道概念与决策.国际商务, 1997, 16(4): 12-15
[29]杨再春.种子行业分销渠道冲突探析.安徽农业科学, 2007, 27(3): 899-903
[30]余存祖,刘耀宏,戴鸣钧等.黄土区土壤微量元素含量分布与微肥效应.土壤学报, 1991, 28(3): 17-18
[31] Anne Coughlan, Erin Anderson, Louis W., et al. Marketing Channels. Journal of Marketing, 2001, 18(6): 44-47
[32] Bagozzi, Richard P. Performance and Satisfaction in an Industrial Salesforce: An Examination of Their Antecedents and Simultaneity. Journal of Marketing, 1980, 44(8): 87-89
[33] Bowersox D. J, Cooper M. B. Strategic marketing channel management. New York: McGraw-Hall, 1992: 111-113
[34] Brown J. R. Lusch Muehling. Conflict and power-dependence relations in retailer-supplier channels. Journal of Retailing, 1983, 59(4): 263-274
[35] Chipello Christopher J. More Copetitors Turn To Corperation. The Wall Street Journal, 1989, 23(11): 65-67
[36] Dockener E., S. Jorgensen. Optimal PricingStrategies for New Products in Dynamic Oligopolies. Marketing Science, 1988, 19(7): 315-344
[37] Dongshui Su, Zhiyi He. Management revolution in the age of the new economy international. Journal of Asian Management, 2001, 37(l): 15-29
[38] Gaski John F., Nevin John R. The Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel. Journal of Marketing Research, 1985, 22(2): 130-142
[39] Lee HauL, V. Padmanabhan, Seung Jinang. Information Distortion in a supply Chain: The Bull whip Effect. Managements science, 1997, 43(4): 546-558
[40] Mallen Bruce. Marketing channels and economic development: A literature overview. International Journal of Physical Distribution & Logistics Management, 1996, 26 (5): 42-48
[41] Michael F. Smith.汪恭彬编译.商家应研究:采用哪一种促销方式效果最佳.知识与质量, 2000, 18(6): 37-42
[42] Munger Grewal. The effeets of alternative Price Promotional methods of consumers Produet evaluations and Purchas eintentions. The Journal of Produet and Brand Management, 2001, 10(3): 185-197
[43] Novich N. S. Getting the most from distribution. National Productivity Review, 1991, 22(4): 215-225
[44] Pegram R. M. Selecting and evaluating distributors. Business Policy Study, 1965, 116(8): 21-91
[45] Wa1ters R. G., Rinne H. J. An Empirical Investigation into the Impaet of Price Promotionson Retail Performance, 1987, 126(6): 31-90
[2]刘铮.微量元素在农业中的应用和展望.微量元素学术交流会汇刊, 1980: 21-23
[3]高俊文.国外微量元素肥料发展动态.化肥工业, 1991, 14(2): 11-15
[4]马扶林,宋理明,王建民.土壤微量元素的研究概述.青海科技, 2009, 15(3): 32-33
[5]金其兵.农技推广和农资营销存在的问题及相应的对策.安徽农学通报, 2009, 15(20): 97-98
[6]菲利普·科特勒著.梅清豪译.营销管理(第十二版).上海:上海人民出版社, 1999: 108-110
[7]迈克尔·波特著.陈小悦译.竞争战略.北京:华夏出版社, 2003: 37-39
[8]吴冠之.渠道网络的竞争与合作.经济管理, 2001, 20(8). 42-46
[9]吴建安.市场营销.北京:高等教育出版社, 1997: 11-13
[10]熊银解,查尔斯·M·富特雷尔.销售管理(第二版).北京:高等教育出版社, 2005: 21-24
[11]赵一安.赢在终端.北京:中国纺织出版社, 2005: 66-68
[12]庄宇,赵燕,胡启.不同促销方式对消费者购买行为的影响.西安工业学院学报, 2002, 5(2): 181-185
[13]金一铭.会议营销的三大议题.企业改革与管理, 2005, 15(3): 80-81
[14]卢长宝消费.者学习对销售促进效用影响研究.福州大学学报(哲学社会科学版), 2005, 72(4): 41-45
[15]黄丽薇,陈克明.营销渠道的逆向模式.经济管理, 2001, 37(13). 49-51
[16]康国光,李艳军.种子营销渠道影响因素及构建策略.农业经济, 2003, 8(2). 40-43
[17]孙大鹏,汪波.动态市场营销组合策略探讨,西安电子科技大学学报(社会科学版), 2007, 17(3): 56-57
[18]李先国.促销管理.北京:清华大学出版社, 1998: 46-112
[19]刘铮,唐丽华,朱其清等.我国主要土壤中微量元素的含量与分布初步总结.土壤学报, 1978, 15(2): 138-150
[20]卢泰宏,黄胜兵,罗纪宁.论品牌资产的定义.中山大学学报(社会科学版), 2000, 40(4): 17-22
[21]罗云平.广告投入对品牌资产影响的实证研究.长春:吉林大学, 2006: 34-41
[22]张海旺,席念霞.农民收入稳定的增长主要制约因素.四川省情, 2005, 34(10): 16-17
[23]迈克尔·波特著.陈小悦译.竞争战略.北京:华夏出版社, 2003: 112-114
[24]孙长宜.论我国农产品营销如何应对入世.辽宁经济, 2002, 15(3): 9-11
[25]谈留雄.国内外微肥生产和应用.腐植酸, 1993, 26(2): 6-15
[26]陈凤龙.基于农民视角的种子营销策略创新.中国种业, 2008, 43(7): 32-34
[27]徐荣华.传统营销转型会议营销.中国种业, 2006, 13(1): 77-79
[28]薛云建,刘爱兰.国际营销的整体渠道概念与决策.国际商务, 1997, 16(4): 12-15
[29]杨再春.种子行业分销渠道冲突探析.安徽农业科学, 2007, 27(3): 899-903
[30]余存祖,刘耀宏,戴鸣钧等.黄土区土壤微量元素含量分布与微肥效应.土壤学报, 1991, 28(3): 17-18
[31] Anne Coughlan, Erin Anderson, Louis W., et al. Marketing Channels. Journal of Marketing, 2001, 18(6): 44-47
[32] Bagozzi, Richard P. Performance and Satisfaction in an Industrial Salesforce: An Examination of Their Antecedents and Simultaneity. Journal of Marketing, 1980, 44(8): 87-89
[33] Bowersox D. J, Cooper M. B. Strategic marketing channel management. New York: McGraw-Hall, 1992: 111-113
[34] Brown J. R. Lusch Muehling. Conflict and power-dependence relations in retailer-supplier channels. Journal of Retailing, 1983, 59(4): 263-274
[35] Chipello Christopher J. More Copetitors Turn To Corperation. The Wall Street Journal, 1989, 23(11): 65-67
[36] Dockener E., S. Jorgensen. Optimal PricingStrategies for New Products in Dynamic Oligopolies. Marketing Science, 1988, 19(7): 315-344
[37] Dongshui Su, Zhiyi He. Management revolution in the age of the new economy international. Journal of Asian Management, 2001, 37(l): 15-29
[38] Gaski John F., Nevin John R. The Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel. Journal of Marketing Research, 1985, 22(2): 130-142
[39] Lee HauL, V. Padmanabhan, Seung Jinang. Information Distortion in a supply Chain: The Bull whip Effect. Managements science, 1997, 43(4): 546-558
[40] Mallen Bruce. Marketing channels and economic development: A literature overview. International Journal of Physical Distribution & Logistics Management, 1996, 26 (5): 42-48
[41] Michael F. Smith.汪恭彬编译.商家应研究:采用哪一种促销方式效果最佳.知识与质量, 2000, 18(6): 37-42
[42] Munger Grewal. The effeets of alternative Price Promotional methods of consumers Produet evaluations and Purchas eintentions. The Journal of Produet and Brand Management, 2001, 10(3): 185-197
[43] Novich N. S. Getting the most from distribution. National Productivity Review, 1991, 22(4): 215-225
[44] Pegram R. M. Selecting and evaluating distributors. Business Policy Study, 1965, 116(8): 21-91
[45] Wa1ters R. G., Rinne H. J. An Empirical Investigation into the Impaet of Price Promotionson Retail Performance, 1987, 126(6): 31-90