Research On Competitiveness And Marketing Strategy Of Pesticide Enterprises

Ever since the reform and opening-up policy, China sees a profound progress made in pesticide industry that a great leap was achieved in the numbers of pesticide enterprises as well as their productions, which lent a firm hand to the sustainable and rapid development of agriculture in China. Considering the weaknesses, such as small enterprises in a vast market, less competitive comprehensive abilities, weak independent research and development capacities, lacking of awareness of intellectual property protections and so on, exist in China’s pesticide industry, our companies are not as competitive as those in foreigner countries. With a relatively low level of marketing and competition, pesticide industry is being severely constrained to make any progress. Thus, it’s the trend and need for China’s pesticide industry to grow a number of enterprises with sound competitiveness plus close down those companies with bad performances, which is the optimal way to use resources and optimize the competitive market. In accordance with the rules in Darwin’s evolution theory, the enterprises can survive but with better performance in the race of competition, which is greatly influenced by their competitiveness shaped by the choices of marketing strategies and the processes of marketing management.Through theoretical and empirical researches, we made a comprehensive study in the related concepts on marketing management, strategic choices and marketing strategy of pesticide companies. First of all, we analyzed and summarized existing marketing theories, the theories of enterprise competitiveness, related researches of marketing management of pesticide enterprises, which helped us to form a general definition of pesticide enterprise marketing based on what we made a comprehensive analyze of pesticide industry as well as its peripheral markets. Then, we took JN company as an example, using the analyzing method of SWOT, we studied the company from macro, intermediate and micro scope respectively. At the very end of this paper, we offered the company our suggestions on marketing strategies and tactics.Specifically, the literature review sorts out and summarizes the literature about the competitiveness of enterprises, marketing strategy as well as competitiveness of pesticide enterprise. The part of Chinese pesticide industry and market analysis mainly analyzes the characteristics of pesticide and pesticide products, discusses the competitive environment of pesticide industry, summarizes the situation of pesticide industry and market as well. Based on operating condition of JN company and average operating condition of the whole industry, the personalized marketing strategy is put forward in part of marketing strategy analysis of JN to provide orientation and guidance for choosing marketing strategy, so as to make full use of its own advantage, overcome the defect like unreasonable product structure, maximize its value. The chapter 6 is choosing marketing strategy and implementing organizational guarantee of the company. Started with product strategy, price strategy, channel strategy and service strategy, the author analyzes marketing strategy of JN. Meanwhile, several ensuring factors in organization such as system, staff and enterprises culture are discussed to make sure of an effective implementation of marketing strategy. The seventh chapter is conclusion and prospect. The main contribution of this paper is, combining with actual situation of pesticide companies, I use marketing theory to deeply discuss the selection of marketing strategies, in order to fill the deficiency of marketing research among existing pesticide companies. The main shortage of this paper is that the case of JN only represents a single enterprise, so it may not contain the actual development of all companies in the pesticide industry.