| The present paper through duplicate matches the agricultural chemical the Chinese agricultural chemicals market in to subdivide the market to make the brief analysis, east pointed out the crude drugs industry locate the market environment and own faces the opportunity,the threat, has superiority and existence inferiority. Then carries on the analysis to the east crude drugs industry marketing present situation, and how to changes present the marketing difficult positionto propose some about the market marketing management strategy aspect suggestion, for an east crude drugs industry formulation set of complete marketing combinations plan, argue vigorously for enterprise's marketing strategy formulation and the implementation has the instruction, has the contribution for enterprise's development.The paper introduction partially introduced the paper selected topic back and the research company market marketing with the signifcance,the goal and the duty which plans, was clear about the article structure arrangement compoundly to leave the related support theory,made us to understand the marketing with the importance which planned.The market marketing with planned has occupied the extremely vital role in the entire company's development, planned the plan the quality directly to affect company's economic efficiency. The good market marketing plans the plan is the enterprise enhances the product competitive ability, the maintenance enterprise continues the important measure which develops.Second chapter has carried on the research analysis to the do mestic agricultural chemicals market marketing pattern, and has pointed out the future China agricultural chemicals market development direction:The agricultural chemicals and all consumables are same, must consider consumer's expense custom. The enterprise faced is the farmer, profit already extends from the product sale to the trained faithful consumer was the time development request. The agricultural chemicals are use for ' to solve the problem immediately which the farmer faces ' one kind of product, therefore,"solves the problem" is the agricultural chemicals sale essence, but solves the problem simultaneously to involve to the price position question solution degree and so on, research "consumer" the question,"solves the problem" whether promptly arrives, and knows from A to Z to the specialized knowledge, whether the consumer concent ratede flection question and so on the prompt feedback factory, then carries on to in the consumer all contact points information the analysis, the excavation, the forecast next step of demand, will be the agricultural chemicals profession enterprise maintenance and the increase "turns head the guest" the mainstream competition way.Third chapter has carried on the analysis to the east crude drugs industry limited company's marketing present situation, mainly from enterprise's marketing strategy localization aspect, the marketing management and the production management contrast aspect has carried on the quite detailed analysis, analyzed to "determines the final outcome the terminal" the misunderstanding, and proposed the marketing is an entire system process, wins is not decided by some stage, as pot, but is the entire process, the omni-directional association cooperation process viewpoint. And pointed out solution marketing many questions the methods, first are seek all questions the core, namely the bottleneck question, then proposed in the solution enter prise marketing bottleneck question several steps: 1st, sets up the goal, must clear own goal is any2nd, establishment "flow" idea3rd, discovers a weakest link4th, the bottleneck is an outline, other are item5th, tries to find solution to solve the bottleneck problemFourth chapter has carried on the analysis to the east crude drugs industry classification product disinfectant and the pesticide in the marketing environment aspect, and has made the SWOT analysis to enterprise's marketing environment, will analyze the future disinfectant enterprise to have to approach "fine" "specially" the direction diligently. But the pesticide enterprise must make "the big product" conclusion.Front the fifth east chapter union to the east crude drugs industry omni-directional analysis, how as well as through and the quick superior spirit separately obtains to the enterprise two typical products powder in the customer psychological status with the competing comparative analysis should locate the fresh disinfectant and the pesticide conclusion, east fresh pesticide market localization the goal customer group is: Middle-grade expense farmer, and east pointed out the fresh pesticide must to make the improvement in the fixed price strategy, the product formula appropriate read just men t reduces the product cost, strives for the certain superiority in the price. East the fresh disinfectant market localization goal customer groupis: Middle-grade expense farmer. Also east pointed out the fresh disinfectant must to be is specially obvious for the pursue effect and the time lasting two aspects customer quantity body making to order product. Simultaneously pointed out the disinfectant must in the product difference, the width series packing as well as the service difference aspect makes the adjustment.Sixth chapter the content is must limit the whole marketing to the east crude drugs industry which the company makes to plan the plan.Separately did in the product strategy aspect to the east fresh pesticide and the disinfectant has planned:The disinfectant mainly is aims at the combination strategy which the powdery mildew and north fruit tree's wheel grain gets sick, the pesticide is jumps the armor class product with to kill the medicinal preparation combination strategy, and has made the discussion to the overall product quality, east pointed out the crude drugs industry product quality promotion is urgent, fully under stood the consumer demand is improves the product with a clear goal the premise, must in enhance the product quality stability immediately and strengthen in the drug efficacy durability to make the improvement.Through compared in the price strategy to own price with the competing price, has been clear about the fixed price goal, refixed a price to the east production, simultaneously increased the certain new product and formulation corresponding price. Upscale product price suit able enhancement. Center low-grade product because competes intensely, for the maintenance original market share, simultaneously initiates the new counter-attack to the similar product, declines the price increase competitive ability.Lived east the channel management aspect for the east designs has suited lives own characteristic channel pattern: The retail shop for sells the host channel and monopolizes the pattern in the vegetables choice brand. Simultaneously has consummated company's service system.In the promotion strategy east pointed out the crude drugs industry next step should adopt the motion includes:First, to the market transmission localization information is must clear, be consistentSecond, the disinfectant product increases the market propaganda dynamics, adopts the nimble diverse promotion method to at tract the general consumersThird, must discretely choose the advertisement business and the management marketing efficiency, and proposes the promoted plan through the perfect standard choice advertisement business.Fourth, also needs the full use and the special market introduction moves strengthens the brand construction.East the crude drugs industry market marketing management plans the plan is takes the marketing center a sales workshop. Designs a sales assembly line the sales center, the seller only is responsible for 12working procedures, the workshop each post personnel mutually coordinates. The marketing center delivers decides to the assembly line speed of flow. Thus in the change tradition marketing clerk's singles alone fight and avoid therefore but brings to the enterprise all sorts of adverse effects.Finally obtains this article the research conclusion, emphasized the marketing plans the plan the importance, pointed out through each aspect improvement, may cause us to be more effective completes the enterprise the marketing with to plan.Hoped this paper can bring the good function to company's marketing management. |
PDF Full Text Request