Study On The Marketing Strategy Of YZ Seed Company

In the contemporary marketing activities plays a very important role in the survival and development of enterprise marketing strategy, has become an indisputable fact.. In the face of fierce market competition and the homogenization of serious, scientific and effective marketing strategy is conducive to better optimize the allocation of resources and meet the needs of society. In order to enhance the competitiveness of enterprises, make enterprises remain invincible in the competition.YZ seed company is a set of hybrid rice seed breeding, propagation, push on the whole, the super hybrid rice as the core, the seed industry of agricultural high-tech companies. Since the establishment of the company, go to all lengths to do rice varieties, location clear and precise, form a good brand image; in foreign countries, YZ industry to strengthen international team construction understand the different countries, demand, market segmentation, the gradual establishment of holding enterprises in many countries. In China, YZ seed play variety and brand advantages, promote the rapid growth of the domestic market. Every aspect of YZ seed technique than competitors relative to standard and strict, scientific and reasonable marketing. Effective marketing so that the seeds of hybrid rice YZ seed industry in China with a high brand awareness and reputation.With the reform and development of "seed law" and the implementation of the national political, economic system, scientific research system, Chinese seed industry has become one of the best industrial agriculture marketization degree. The seed has huge market capacity, development potential. The central government has raised the seed industry development to the strategic height, to support from the financial support, and focus on cultivating the core competitiveness with the national seed industry. But at the present stage, seed leading company China has not grown up, only the size of the seed enterprise, without the strong and the weak difference. The typical features of China’s seed industry is the industry concentration is low, the production and marketing; innovation ability is weak, inadequate investment in R&D; the overall level of breeding and varieties is low, many varieties confused problems; the market healthy and orderly operation of the lower seed, fake problems. Sustainable development of seed industry also exist the problems of management system is not perfect, seed production, processing technology etc.. In view of this, this paper applied marketing strategy theory, the YZ seed company as a successful case of full research, explore the impact of marketing strategy on China’s seed industry. This paper provides new countermeasures for seed industry marketing strategy, to enhance the competitiveness of enterprises at the same time, will also provide new ideas to the study of seed industry marketing strategy marketing strategy, rich content of the field.Firstly, this paper describes the basic theory of marketing strategy, combs and sums up the domestic and international marketing strategy theory and related literature, demonstrates the importance of marketing strategy, and provides theoretical support for the following in-depth research.Secondly, the development status of YZ seed company is described, the YZ seed company in the macro environment analysis, the profession "the Potter five force model" analysis, through SWOT analysis, advantages and disadvantages identified YZ seed company of the internal and external environment and its own YZ. Then, this paper describes the status of YZ seed company marketing strategy, and the company’s current marketing strategy existing problems is introduced in detail.Finally, this paper put forward feasible countermeasures and suggestions on the marketing strategy of YZ seed company, provides a theoretical guidance for the future development of YZ seed companies marketing strategy and optimization of seed industry in china.