Programme Design And Application Of Pesticide Marketing Based On Anhui YanHuaHeXieZhiBao Company

Pesticide is an important production material in agriculture,thus can be used as main measures to develop agriculture and to guarantee food production security.The present agricultural production strategies in our country are mainly based on reducing chemical pesticides,agricultural product security and environmental security.Under this background,the development,production,marketing and application of pesticide is facing significant adjustment and improvement.As an agricultural province,Anhui has encountered great change in species and dominant population abundance of diseases,pests and weeds species in recent years,due to its particularity of climate characteristics and geographical environment as well as changes in planting structure and plating method.Consequently,this trend has increased difficulties in pest prevention and control.At the same time,the pesticide production and usage of Anhui province are among the top in our country.Therefore,to study the demand and strategy of pesticide market plays an active role in pesticide company development and in optimizing pesticide application in agriculture production.Based on current work in Yan Hua He Xie Zhi Bao(YHHXZB),we analyzed the statistical information of crop planting area and occurrence of pests in Anhui.Secondly,we compared the marketing condition of large pesticide enterprises,e.g.Syngenta,Corteva,Bayer,Basf,FMC.Therefore,we used SWOT to analyze the problems existing in the marketing and management of YHHXZB company,designed the optimization measures of pesticide marketing strategy.The main results are as follows:1.The occurrence and infestation regularity of severe pests on main crops(e.g.rice,wheat and maize)are analyzed based on collected information.In Anhui province,the planting area of rice,wheat and maize are 2.5 million hm~2-2.8 million hm~2,2.6 million hm~2-2.836 million hm~2、1.2 million hm~2-1.35 million hm~2separately.The outbreaks of Cnaphalocrocis medialis,Nilaparvata lugens and Sogatella furcifera infestation were relatively severe year after year.The outbreak of Chilo suppressalis infestation is increasing in recent years.The occurrence of three major diseases,Rice blast,Sheath blight and Ustilaginoidea virens,were raltively severe every year.Fusarium graminearum has been endangered by outbreaks year after year.The occurrence of Rhizoctonia cerealis,Schizaphis graminum,Sitobion avenae and Rhopalosiphum padi were relatively severe.There is a growing trend in Puccinia striiformis West.f.sp.tritici infestation.With the continuous expansion of the maize planting area,the diseases and pests are increasing.Puccinia polysora broke out continuously,Pyrausta nubilalis maintained a moderate occurrence,and Spodoptera frugiperda became a new pest.From 2018 to 2020,the occurrence area of rice diseases and insect pests was 4.912 million hm~2,4.833 million hm~2and 4.933 million hm~2respectively,the occurrence areas of major wheat diseases and insect pests were 5.892 million hm~2,6.013 million hm~2,and 5.933 million hm~2,respectively,the occurrence area of maize diseases and insect pests was 2.507 million hm~2,2.273 million hm~2and 2.473 million hm~2respectively.Farmland weeds have become an important limiting factor for food production due to increased herbicide resistance and increasing damage year by year.2.Through comparative analysis of current pesticide market situation and the operation of large pesticide companies in Anhui,we predicted the possible trend of pesticide market in Anhui.Therefore,we can conclude that there is still a strong demand for pesticides in Anhui province,and the pesticide market still has a large capacity for expansion.3.Based on the SWOT theory,we analyzed problems existing in market management and marketing of Anhui YHHXZB company and optimized pesticide marketing strategy.At present,the company’s problems mainly located in lack of pesticide product variety,poor targeting at pests,unreasonable marketing channel structure,weak promotional methods and after-sales service.The marketing strategy and scheme will make a breakthrough in optimizing product structure and product combination targeting at multiple diseases and insects,focusing on shortening the length of channels and expanding the width of channels.Its detailed methods include implementing a price management system with flexible pricing and market segmentation,increasing promotional efforts,diversifying promotion modes and strengthening sales and after-sales service.4.The designed marketing scheme have been applied in YHHXZB company,and have significantly increased the product sales,thus have increased both the enterprise’s efficiency and the farmers’income.These effects demonstrate that our marketing scheme has improved the marketing management level comprehensively,and promoted a healthy development of the enterprise.