Research On Marketing Strategy Of Voto Biotech Company Microbial Fertilizer

In recent years,China has issued a series of policies: "Action Plan for Zero Growth in Fertilizer Use by 2020","Implementation Opinions on Fighting the Non-Point Source Pollution Control in Agriculture" and "National Agricultural Sustainable Development Plan(2015-2030 Years)" etc.At the same time,the national "13th Five-Year Plan" development plan for biological fertilizers also pointed out the next research and development direction of microbial fertilizers,that is,intensify efforts to innovate a batch of new microbial fertilizers that are efficient,pollution-free,and have the ability to repair heavy metal pollution in the soil.Fertilizers control soil pollutants,improve and repair the soil.At present,the development prospects of China's microbial fertilizer market are promising.Founded in 2001,Wotutiandi Company is located in Zhongguancun Science and Technology Park.It has strong R & D strength and obtained 26 invention patents and 1 utility model patent.It has established extensive technical cooperation and scientific and technological research with well-known research institutes at home and abroad.It enjoys a very high reputation and reputation in the same industry in China.Beijing Fertile Laboratory is also the testing laboratory of the Beijing Bio-fertilizer Industry Alliance.However,the company pays too much attention to research and development,and its marketing model is too old to adapt to market competition in the new environment.There are many problems in the sales and promotion of its products.This research is based on the data released by national authoritative institutions and various journals and papers,and is summarized and analyzed.The market prospects were analyzed,and the external environment of fertile soil microbial fertilizer marketing was summarized and summed up;the sales department of the fertile land company 's marketing department,the organization of the marketing department,the company 's marketing strategy and other materials were obtained to study it After analysis,we got the internal environment of Weiwotutiandi Company.Then,according to the company's internal personnel readme and my personal analysis,I summarized the problems in his marketing strategy.Using the SWOT situation analysis method,the market segmentation of the enterprise's microbial fertilizers is carried out based on the three elements of STP,and the market positioning is defined based on the market segmentation.Then based on the conclusions of the above steps and the current actual situation of the enterprise,it is decided to use the classic 4P theory of marketing management to analyze products,pricing,channels,and promotions,and formulate the most suitable marketing strategy for the enterprise.This study draws the following conclusions:(1)Wotutiandi Microbial Fertilizer should adopt a differentiated marketing strategy.According to the conclusion of this article on the STP market segment of the company,the product composition category should be expanded accordingly to better adapt to various types of customers.Various demands increase the attractiveness of products,thereby increasing the overall sales of the enterprise.According to the demand of products,differentiated pricing is adopted;according to the characteristics of different regions,multi-channel strategies such as network agents,dealer agents,and direct sales of major customers are used.While vigorously carrying out a variety of promotion models,it should be emphasized that customers are farmers,and there are certain technical requirements in the process of microbial fertilizer release.The company 's technical services must be followed up in time;(2)The company should strengthen the marketing team Training,formulate effective incentive mechanisms,and maintain the relationship between the agents in the channel to ensure that the marketing strategy can achieve the desired goals;(3)At this stage in the microbial fertilizer industry,most companies are too short-term pursuit of policy projects,neglect This has led to chaotic market competition and severely affected industry development.With the continuous development of China's marketization process and the implementation of the rural revitalization strategy,only enterprises that pay attention to marketing management in the future will have more development prospects.This article,while providing a reference strategy for Fertile World companies,expects other companies in the industry to provide a meaningful reference.