Henan XLX Fertiliser Limited Company Marketing Mode Research

Henan XLX Fertiliser Limited Company is a fertilizer enterprises which was established in 1969, in the course of its development, experienced the process of the fertiliser industry from the planned economy period to the fertilizer market opening, from state system to private restructuring, and the overall development process of dual listed in Singapore and Hong Kong, witnessed the whole process of market reform in China’s fertiliser industry. In the more than 40 years of development, with the continuous change of the national policy and the demandsof the consumer groups, through the continuous research and the adjustment of marketing mode, formed a marketing management mode suitable for their own development and cultural characteristics.Based on “the development of XLX marketing model”, combining the basic theories of marketing, analysed the competitive invironment of the fertilizer industry, and did a comprehensive analysis for XLX company internal and external environment through using SWOT analysis, intriduced the process of the company’s marketing model continued to improve through researching the changes of national policy and consumer groups demands in different period of development, at the same time did an in-depth analysis for the establishment, operation, and development of the kind of fertilizer with multicast model which adapt to the national policy, consumer groups demand and products and the cultural characteristics of the company.Today,the fertilizer industry has had a big stride development and market competition is becoming increasingly fierce, continuous innovation and development of marketing model is an only way for enterprise expansion, how to research the guide of national policy guidance and the changes of consumption concept, to explore a set of marketing system suitable for enterprise development and cultural characteristics is an important issue for all fertilizer enterprises, I hope this paper could provide a usrful reference for the study of fertiliser enterprises marketing model.