| With the rapid development of economy and society, the improvement of ecological environment, the acceleration of urbanization, and the growing demand of living environment, the demand of green seedlings is increasing, and garden nursery industry has become a potential sunrise industry in China. In the face of the new situation and the new changes in the development of the company, this paper could found the problems in the seedling marketing strategy of the Fenghua agricultural company from its existing strengths and threats, and put forward the optimization scheme and the security measures of the seedling marketing strategy, and help the company to grasp opportunities for development, improve competition ability continuously.For the discovery of the existing problems in the company’s seedling marketing strategy, and making feasible and forward-looking optimization scheme and the security measures, this paper uses PEST analysis method to analyze the external macro environment, and analyzes the nursery industry competitive situation of the company from the national and provincial nursery industry competition environment by Michael Porter’s Five Forces Model firstly. Then, this paper analyzes the internal conditions of the company, including organizational structure, financial situation, human resources and other aspects. On this basis it summarizes the external opportunities and threats, internal strengths and weaknesses of the Fenghua agricultural company’s nursery business, clears the policy that the nursery business should highlight their own advantages, seize the external opportunities, through the SWOT analysis. This paper analyzes the existing problems in the Fenghua agricultural company’s marketing strategy, then according to the company’s own advantage develops the optimization scheme and the security measures. The research provides marketing theory support and policy guidance for the agriculture companies like Fenghua who are developing nursery business. |
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