Research On The Optimization Of Fertilizer Marketing Strategy Of Kingenta Company

With the rapid development of China's economy,drastic changes are taking place in agriculture: one is the continuous improvement of people's living standards on the quality of agricultural products have become increasingly demanding;two is the urbanization of rural labor force is greatly reduced,land circulation scale planting,the State encourages farmers professionalization,increase land support,agricultural production there will be profound changes;three is the country in recent years,more and more attention to the effect of chemical fertilizers on agricultural products and the environment;four is our country has put agriculture in the development of the national economy in the first place,to solve the "three rural issues" raised to the national strategic level.As an important chemical fertilizer production has changed turn the world upside down in recent years,the international fertilizer market competitive,overcapacity in the domestic market of low-end products,high-end quality products under development,industry concentration is low,the traditional marketing concept can not adapt to the current market development needs,how to keep the development of chemical fertilizer enterprises in the future competition.How to produce the market demand for agricultural products,develop the market marketing strategy under the new situation,is a major task that every enterprise faces.This paper takes Kingenta as the research object,the application of marketing theory to the marketing environment facing the company to conduct a comprehensive analysis,and the company's marketing strategy in the new situation optimization.Firstly,this paper elaborates the domestic and foreign related marketing theory,provide a theoretical basis for this study;secondly,analysis Kingenta marketing situation and facing marketing problems from many aspects;third,analysis from the macro environment and micro environment,the main use of PEST analysis and SWOT analysis method to analyze the market the environment,their advantages and disadvantages,opportunities and threats,with a full understanding of the marketing environment of the company;fourth,the marketing strategy of Kingenta,from the four aspects of product,price,channel and promotion of marketing optimization,and puts forward the safeguard measures from the four aspects of organization,personnel system,technology and services,and to ensure the effective implementation of marketing strategy.Through this study,hope Kingenta in the future development,put forward some innovative and workable marketing strategy,increase market share,continue to maintain a competitive advantage in the industry.