Research On Pesticide Product Marketing Strategy Of SYJN Company Based On Customer Perspective

As the pesticide industry transformation and upgrading of the accelerating speed,agricultural management main body reform continued to deepen,facing the marketing environment of small and medium-sized pesticide enterprises facing increasingly complex,escalating customer demand,SYJN company as a member of the pesticide,small and medium enterprises,while SYJN companies on product,price,channel and promotion strategy all have done,but the strategy from the enterprise itself,more to ignore the needs of customers,How to optimize and improve marketing strategies and how to find new marketing growth points are the most important issues in the development of SYJN.This research is based on the current development status of the pesticide industry and the status of pesticide companies,explore the development trend of pesticide industry,optimize the pesticide enterprises is discussed in this paper the necessity of the marketing strategy,This research take the market marketing "4 p" and "4 c"marketing theory as the instruction,analyzes the "4 p" and "4 c marketing theory,namely product strategy and the customer demand and customer cost,channel strategy,pricing strategy and purchasing convenience degree is directly related to customer communication,promotion strategy,determine the theoretical framework of this study,using questionnaire survey method,interview method,literature synthesis and enterprises based on the theory of" 4 c ",from the customer perspective,through the customer cognition,purchase cost,convenience and customer communication from four aspects of survey results,on the basis of the theory of "4 p",from the perspective of enterprise marketing strategy optimization,In terms of customer demand,the survey shows that customers have the highest frequency of use and demand for fungicide products.The corresponding product strategy is that enterprises should strengthen the introduction of high-quality fungicide products and provide customers with a product combination strategy with fungicide as the core.In purchase cost,the customer is generally accepted that SYJN products reasonable price,delivery speed quickly,the price of the corresponding strategies for through good shopping experience,excellent after-sales service,for the increasing value-added products,guide the customer value products,instead of focusing on the price,at the same time through price discount,appropriate to meet customer expectations.In purchase of convenience,customer purchase plan at the beginning of is to purchase more,because the scale of production is different,different purchase way and purchases,the corresponding channel strategy for customers according to purchase quantity indicators such as classification,respectively directly from manufacturers,distributors,maintenance maintenance,forming perfect channel system;In terms of customer communication,on the degree of professional SYJN service and customer satisfaction evaluation is very high,sales promotion strategy is also a way of customer communication,suggest SYJN through advertising,sales promotion activities,such as ways to promote sales return and farmers to increase the opportunity to communicate with customers,and for the SYJN pesticide products in the market marketing strategy put forward rational Suggestions for improvement.