Factors Influencing Farmers’purchasing Seed And Study On Seed Marketing Tactics

Crop seed industry is a national strategic, fundamental,core industry,is the foundation to promote long-term and stable development of agriculture,toprotect the national food security. The purpose of this investigation is to resist foreignseed invasion, to develop national seed industry and to meet the needs of differentregions farmers, to promot the role seed should own in agricultural productioneffectively.The study in Beijing ORG’s marketing platform.During2011-2013,800questionnaires were issued in two years,764copies of the actual recovered. Theinvestigation of the market involving three marketing region, six service centers,44townships. Besides, combining two years’ hands-on market research study of practice,focused on the content of the farmers seed purchase structure, seed purchase channels,seed purchase ways, seed purchase habits four aspects. through the analysis of theproblems and propose solutions targeted approaches, methods and recommendations.The main findings are as follows.(1)In Central China, east China, southwest and other regions, now the mainproblems existing in the farmers seed purchase structure are: The disparity betweenregions, and the differences of farmers’ preferences for different seed price, how tomeet the needs of farmers for different market prices of seed; How to operate underthe premise that companies maximize efficiency, considering of the purchase amountand purchase price the two factors. The corresponding strategies are: According to theneeds of farmers, market segments, adjust the marketing focus; The breeds thatenterprise managed should be diversified, multi-level price; Making the focal pointsstand out and developing high-priced seed overall.(2)The main problems existing in seed purchase channels are: How to makeTownship stores play a bigger role; How to increase business sales, throughcoordinate the relationship between the various channels, increase sales: How to getthe trust of farmers, and make farmers choose enterprise product. The correspondingstrategies are: Recognizing the importance of channels; Realizing the strengths of thetownship stores; Through the agent training, establish sales files and other measuresto develop support township stores; Through the agents training, establishing sales archives and other measures to help township stores; Pay attention to the various saleschannels to cooperate with each other; Paying attention to marketing channel’maintenance; Some things that should be paid attention to in the promotion of newvarieties.(3) The main problems existing in seed purchase ways are: How to improveenterprise’ image, and make farmers reserve the products of this enterprise furthest;What kind of marketing measures should be adopted, strive for the farmers that notreserved and bought seeds directly; How to regulate farmers and agents’ behaviors inthe process of booking, to make the reservation work smoothly. The correspondingstrategies are:Valuing products and services coequally; Adhere to the reservedstrategy, random response to market changes; Aim at the cause of farmers’ noreservation to formulate corresponding countermeasures; Analysis of peasants’reserve behavior, put forward reasonable solutions for existing problems.(4) The main problems existing in seed purchase habits are:Preferences to varietyof different regions aredifferent, how to promote the sales. How to operate new andold varieties effectively; How to arrange the booking work, and increase thereservation effectively. How to deal with those who want teste new varieties, butfarmers has resistance to this enterprise products. How to deal with the problems thathappened in observation tour. What time we should choose to make the company’advertising effect best. The corresponding strategies are: expanding the propaganda,to set up the brand and brand maintenance; Related to the new and old varieties makereasonable plan, promote the sales; According to the reserved time of farmers, arrangereserved work reasonably; Establish and utilize the seed sales files effectivly, providecontinuable management sales and follow-up service; Put forward what should bepaid attention to at observation tour. Pay attention to the choice of advertising time.The study also discussed the development trend of China’s seed industry and otherrelated problem should be solved currently.