A Research On Market Positioning Of Small And Medium-sized Enterprises In US Seed Industry

Although there are a number of seed SMEs in China, the problem of blind market position have been highly exposed in their competition with multinational companies and domestic large seed groups. In order to guide domestic seed SMEs to find effective and accurate market positioning, this paper studies the market positioning of the U.S. seed SMEsOn the basis of the description of the SMEs status of the U.S. seed industry, this paper respectively studies the market positioning of U.S. seed SMEs from perspectives of industry chain, niche market, product differentiation and the economies of speed.In the research based on the perspective of industry chain, this paper firstly concludes the integrative industry chain positioning mode that generally adopt by the U.S. seed SMEs through inspection of the literature and foreign websites. Then utilizes smile curve and five forces model to analyze its reasons, and points out that the implementation path is to keep close cooperation with the upstream and downstream. Finally, this paper uses a business case for analysis.In the research based on the niche market theory, this paper points out that U.S. seed SMEs can choose a niche market according to the factors of geographical conditions, customer buying behavior and seed categories, and points out that professional orientation will help SMEs obtain economies of scale so it is the key to success. Finally, this paper uses a business case for analysis.In product differentiation market positioning research, this paper proposes a differentiation positioning model based on four elements, that is. concept, attributes, services and brand, and then explains this four elements and verified it through a case analysis.In the era of knowledge economy, economies of speed has become more and more important, thus this paper studies the market positioning from the perspective of it. Firstly, from U.S. seed SMEs’ practice, this paper introduces an information marketing model with the information as its core, and then points out that this model will increase the speed of information collection, information management and information dissemination so that can help the U.S. seed SMEs to achieve further economies of speed further. Furthermore, in view of this model, this paper constructs an application system based on the third-party digital marketing cloud platform.In the end of this paper, it summarizes the main research results and provides several suggestions for domestic seed SMEs.