Study Of The Marketing Strategy Of Jinghuiqu Authority Of Agricultural Water Supply

Jing-hui Dyke irrigation zone is one of the big state-ownedirrigation zones. It's an important base of grain, cotton andvegetables in Shaanxi province. Administration bureau takes chargeof the water resources collocation and maintenance of irrigationworks establishment. Agricultural water supply is the main operationof the Administration bureau. So water rate earning is the main sourceto keep operation and maintain establishments.With the foundation of socialism marker economy, the situationof Jing-hui Dyke irrigation zone has taken a great change.Administration bureau have to concern about water supply market,investigate the target market to increase water rate income. After allit's different from common enterprises for its conmmonweal andnon-benefit character.Furthermore, the aim of the water supply is to insure agriculturalharvest and to pursue society benefit. Especially at present, with theserious water shortage and waste, depraving entironment, the weakirrigation works establish has become an important factor to restrictthe western region to get further development. So it get more and moreimportant for Jing-hui Dyke administration bureau to operate theirrigation works establish smoothly and provide excellent water supplyservice for the farmer.My paper begins with the analysis of inside and outsideenvironment, which Jing-hui Dyke administration bureau confronts.After investigation, I have found out the problems that Jing-huiDyke administration bureau confront and orientated the marketingstratagem, and then I put forward some tactics and tentative planaccording to demonstration analysis and such theories as Marketing,Management, Economics and Irrigation works. According to Marketingenvironment theory, consumer behavior theory I analyzed water supplytarget market and consumer behavior of farmers so as to put forvardcorrect marketing strategy and to enlarge target market, increasewater rate income.On management aspect, I suggest to establish a standardmanagement system to improve the resource collocation efficiency andcut relevant cost. At the end of the paper, I put forward some concretemarketing proposal. I hope that it will be helpful for Jing-hui Dykeadministration bureau to make decision.