Research On Marketing Strategy Of Carbon-based Compound Fertilizer Of Yubei Chemical Company In Weihui City

The excessive use of traditional chemical fertilizers has resulted in serious problems such as soil pollution,acidification,hardening and so on,which has brought severe challenges to the sustainable development of agriculture in china.With the implementation of f the relevant national industrial policy and fertilizer "zero growth" action,the traditional chemical fertilizer products are facing the pressure of supply side reform and industrial upgrading,the traditional fertilizer companies need to upgrade.In this context,Yubei Chemical company cooperates with Beijing Sanju Environmental Protection Co.,Ltd.to develop and produce the carbon-based compound fertilizer products by using straw biomass large-scale utilization technology to promote the efficient recycling of biomass,soil improvement,fertility enhancement and increase of farmers’ income,Which also for the company transformation and upgrading strategy has taken a key step.However,how to develop and implement an effective marketing strategy for a new product,which is not mature in the market,will be related to the success of product marketing and enterprise transformation and upgrading.Based on the marketing theory and practical experience,this research systematically studies the marketing of new products of carbon-based compound fertilizer of Yubei Chemical company.First of all,the macro and micro environment of product marketing has been carefully sorted out,and SWOT analysis method has been used to analyze the advantages and disadvantages of marketing and the market opportunity and threat.The research shows that Yubei Chemical has its own advantages,good environment,and the market opportunity is greater than environmental threats,so it should seize the market opportunities.Secondly,the target market selection and positioning of the carbon-based compound fertilizer products of Yubei Chemical has been analyzed,and the market of carbon-based compound fertilizer products has been subdivided according to the difference of customer demand and purchase behavior.Combined with enterprise resources and development direction,competitive situation and other factors,the Yubei Chemical carbon-based compound fertilizer early target market is mainly in Henan region,later with the development of enterprise gradually to Shanxi,Shandong and other users to expand.The market positioning should be "green nutrition expert of crop ".Thirdly,according to the target market characteristics and market orientation,this study has detailed discussion onthe marketing strategy of Yubei Chemical carbon-based compound fertilizer,focusing on the differentiation of product strategy,flexible pricing strategy,flat and multi-channel distribution strategy,diversified promotion strategy and deep service strategy.Finally,combining the actual situation of enterprises,the problem of Yubei Chemical carbon based fertilizer marketing strategy to implement has been discussed.The characteristics of this research are mainly reflected in the following aspects: combining with the marketing theories and previous research results,we have researched on the marketing of carbon-based compound fertilizer from the theoretical level for promoting the upgrading and transformation of fertilizer industry in our country;from the practical level,the marketing environment of Yubei Chemical Company Carbon-based Compound Fertilizer has been systematically analyzed,and on this basis,the STP strategy and specific marketing strategy of product have been discussed,the results of the study can provide marketing decisions for Yubei Chemical Company’s new products.