Research On Marketing Strategy Of Carbon-based Compound Fertilizer Of S Company

The chemical fertilizer industry is continuously developed through the initial program production and monopolization model,the liquidity area of chemical fertilizer contains various enterprises,rural communities and private companies,the production capacity of fertilizer is significantly enhanced by the incremental operators.As the operating model of these fertilizer companies is clearly extensive in accordance with the production capacity is incompatible,the competition is becoming very fierce.In year 2014,coming with abandon of the Chinese chemical industry policy of VAT exemption and preferential electricity price,the producing cost of chemical fertilizer is continuously increasing in the past years,which leading that the profit of fertilizer companies is obviously compressed;For the year 2015,the ministry of agriculture mentioned the zero percentage growth plan during period up to 2020 in central government No.1 paper,which absolutely limited the total usage of fertilizer,the fertilizer industry entered a situation of oversupply and severe challenges.Since the competition of this market is going up nowadays,at the same time,fertilizer production homogenization is particularly fierce,meaning that cannot meet the differentiated demands of consumers,because the operation models of most fertilizer companies is still focus on the producing rather than marketing.The indispensable factor for Chinese companies' survival and bright future development is to select,formula and implement effective marketing strategy.S is an advanced company which provides compound fertilizer producing,developing and agriculture services,initially progressed from the subsidiary of Linyi City Supply-Sale-Cooperation-Union.This essay did the research of the marketing strategy of company S combining of real practice and paper theory: the macro,internal and competitors environment analysis of S company through PEST analyzing model,precisely located the fertilizer market by STP strategy,proposed the specific marketing strategy by the analyzing outcomes of S company with subject to production,price,marketing channel and sale,demonstrated the supporting measures refer to the aspects of organization structure,company policy and marketing team of S company.Based on the real case S company in this paper,illustrated the marketing strategy research methodology of chemical fertilizer,perfect the fertilizer marketing theory and strategy at a certain degree;formulated the achievable and effective marketing strategy,promoted the competitiveness of S company in this fertilizer market,meanwhile,stated some advices for the other chemical fertilizer companies;Simultaneously,develop the organic and green carbon compound fertilizer,which is meaningful to the development of whole fertilizer industry.