Research On Chemical Fertilizer Marketing Strategy Of Yongji Supply And Marketing Agricultural Means Of Production Company

China is the country with a large population and agriculture in the world. It has the largest demand of grain. In our country we have to depand on ourselves for feeding 21%people by 7% arable land of the world. Therefore we always attach importance to the development of agriculture and put agriculture in the first place of economic development.Chemical fertilizer can increase the soil fertility and increase the grain production of unit area observably. According to statistics, 55% of grain production is from the role of chemical fertilizer. It follows that in order to ensure the grain production, chemical fertilizer is an essential element. Thus chemical fertilizer companies have a large market development space and development prospect. However as the opening of chemical fertilizer market and the limiting of environmental policy, the competition of chemical fertilizer market is becoming fierce increasingly. To take the preemptive opportunities in the competition, it is especially important to make an effective marketing strategy and supporting measure for chemical fertilizer companies.The object of the study is Yongji Supply and Marketing Agricultural Means of Production Company, it will research on the work of chemical fertilizer marketing of the company. The first chapter introduces the background and significance, main contents and the way of research of the paper. The second chapter introduces the relevant basic theory.The third chapter is mainly about the current situation of the company from the aspects such as market distribution, products, brand, channel and sales promotion, and finds the scarcities of marketing strategy. The forth chapter analyzes the marketing environmental influencing factors by the relevant basic theory. The macro environmental influencing factors is analyzed by PEST analysis from political environment, economic environment, social environment, and technological environment. The micro environmental influencing factors is analyzed by Michael Porter's five forces model from rival, substitution, supplier, buyer and potential rival. The fifth chapter is about the study of marketing strategy, it mainly researches on products strategy, price strategy, channel strategy, promotion strategy and public relationship strategy. The sixth chapter is about the supporting measures for the marketing strategy, they are the promotion of marketing concepts, the construction oforganization and human resources, the construction and implementation of network marketing platform, the collection and use of marketing budget. The seventh chapter is for the conclusions and perspective, hope that the research can help Yongji Supply and Marketing Agricultural Means of Production Company for the chemical fertilizer marketing in some way.