Heaven Fertilizer Product Positioning Strategy Research

China is main agricultural power with 900 million agricultural people, cerealproduction is very important to national planning and people's lives. Fertilizers areregarded as the food of food, fertilizer industry shown a prompt development in recentyears. Under such circumstances, the compound fertilizers representing the direction offertilizer industry experienced from none to today's surplus. How to find a way to surviveand further develop facing the increasingly intense national competition, it is a problemencountered by all of the enterprises. In order to be more practical, this dissertationsummarizes and analyzes theories and observations in relation to positioning from aspects,such as concept of positioning, positioning strategy, implementation of positioning andperceptual mapping, providing a theoretical basis for study.The research deals with characteristics of the Chinese market from demographic, economic,technological and cultural aspects, and analyze the competitive environment confronted bynational compound fertilizer enterprises. Taking the case of Tianren Group, the first andlargest compound fertilizer enterprise, this dissertation expatiates on its corporatebackground, market behavior and positioning advantages, develops a perceptual mappingon the basis of questionnaires, and analyzes consumer perception and evaluation of TianrenGroup and its two major competitors. After analyzing above data, conclusion andsuggestions on market positioning are set forth for Tianren Group and on the developmentof the Chinese compound fertilizer industry, based on the competitive advantages ofTianren Group and results of consumer evaluation. At the end of this dissertation notes thestudy limitations and also gives opinions on further studies.