Research On Compound Fertilizer Marking Strategy In Henan

In recent years, with the continuous adjustment of farmer fertilization changing habits and the structure of planting industry, chemical fertilizer industry structure to composite development direction, single element fertilizer is gradually replaced by composite fertilizer. With the statistics according to the relevant data, compound fertilizer industry in China the average increase rate of about12%. Moreover, from the fertilization amount, at present, the ratio of compound fertilizer of the world average is35%, the developed countries the average fertilization compound rate of40%, while China’s only25%. Therefore, the demand of China’s fertilizer market there is considerable room.Henan is a compound fertilizer consumption and production big province, compound fertilizer market capacity is about4,000,000tons, the competition between the enterprises is fierce. However, since the agricultural enterprises, more extensive, more difficulties in the operation of the market, enterprise’s marketing ability and the management level needs to be improved. This leads to a lot of enterprises into a vicious competition, such as homogenization price war, affecting the profitability of enterprises, lack of enterprise sustainable development.Sinochem fertilizer Henan branch (referred to as "Henan") in such a market environment of river in a competitive environment. How in the macro environment complex, bring about substantive breakthrough for the enterprise marketing work, in Henan, is a huge challenge, but also a good opportunity to break the status quo.Sinochem Henan compound fertilizer marketing there is improper, the mismanagement of the compound fertilizer products, product strategy, channel strategy, price strategy, promotion strategy, strategy choice to be made. In the marketing environment, facing the technology upgrade, the favorable policies and a series of the external environment, while also facing the company marketing strategy, marketing strategy and marketing transformation of improper internal environmental impact. In this context, Sinochem Henan compound fertilizer marketing advantages is the enterprise strength, rich resources, the disadvantages are system lags behind, the efficiency is low, can also grasp the opportunities such as policy opportunities, industry consolidation opportunities, while also facing the threat of technological change and other factors brought.Therefore, in terms of Henan compound fertilizer marketing strategy from the following further optimization:one is to intensify the development of gaps in the market at the county level, the two is to open up new sales channels, three is a differentiated product to meet the needs of different market segments, the four is the integration of product brand portfolio, the five is to develop a reasonable price policy, the six is to promote the integration of and means of promotion, the seven is to strengthen the management of dealers. In order to ensure the smooth implementation of these measures, must adjust the organization structure and operation mode, business process optimization, strengthen customer management, improve business process management.