SDSW公司微量元素肥料市场营销模式研究

华中科技大学硕士学位论文SDSW公司微量元素肥料市场营销模式研究姓名：赵华申请学位级别：硕士专业：工商管理指导教师：云虹2010-10-27I16SDSWSDSW4SDSWSTP4PsSDSW——IIAbstractForalongtimemanyfarmersprefertofertilizingnitrogenphosphoruspotassiumwhileignorecalciummagnesiumsulfurboronzincmanganeseandironcoppermolybdenumchlorineandothertraceelementsfertilizerapplication.Inordertomakecropsyieldmorewemustbalancetheuseof16kindsoffertilizerelements.Atpresentthemicroelementsfertilizermarketisfullofopportunitiesandchallenges:ononehandtheamountofspeciesandplantingareaofthecropwhichlackthemicroelementsisontheincreasethemarketpotentialistremendous;ontheotherhandnowthemarketoperationpatternofmicroelementsfertilizerisratherimmaturealmostthewholemarketinvolvedinthedisorderlycompetition.What’sworsenotyetformedanationalbrandcompaniesforeigncompaniespouringintoChinausingitssophisticatedtechnologyandmarketingstrategytoseizeasignificantmarketshare.Basedontherelatedtheoreticalguidancethisthesisanalysisthedemandcharacteristicsofmicroelementsfertilizer,thecurrentproductmarketandmarketcompetitionsituation.Aimtodevelopasetofmarketingstrategywhichsuitablefordomesticmicroelementsfertilizerenterpriseaccordingtothecharacteristicsofmicroelementsfertilizermarketinordertoimprovethecompetitivenessoftheenterpriseshelplocalenterprisesexploittheiradvantagetooccupylargermarketsharesimultaneouslymakingtheoperationofmarketmorestandardandefficient.ToensurethemaneuverabilityandvalidityofthemarketingstrategyweformulatedthisarticleselectstherealcaseofSDSWCompanyasbackground.SDSWCompanyhasbeingexperiencedrapidgrowthsinceithasestablished.FromrootinginthemarketofcentralChinatoenteringthenationalmarketitrealizeditsgoalsinshotfouryearsitsefficiencyportablemarketstrategieshavegreatreferencevaluetopeerenterprises.ThispaperfirstlyanalyzesthemarketenvironmentofindustryandmarketingsituationThenbasedonSDSWcompany'sexistingmarketpositionandtheadvantageresourcesusingSTPanalysismethodsclearanddefinitethecompanymarketingtargetIIImarketandbrandimageposition;Thenfocusesontheanalysisofthecompanymarketingmixstrategy4PsandmakeadetailintroductionofSDSWcompany’sspecificmeetingmarketingstrategywhichispromotionstrategywithchannelasacarrier.Wehopethatthispapercanprovideasetofrelativelymaturemarketingstrategytohelpthelocalmicroelementsfertilizerenterprisewhichisinthebeginningstagesofdevelopmenttoforgethemthecorecompetitivenessandgetagoodperformance.Keywords:Microelementsfertilizer4PsmarketingstrategyMeetingmarketingPromotionbasedonchannel111.11.1.10.2200mg/kg[1]12EDTA-ZnEDTA-FeEDTA-CuEDTA-Mn3[2]10022010-20155.0%6.9%21.3%46.8%34.5%51.5%[3]1.1.230001.1.331.1.441.21.2.154Ps1.2.261.31.3.14Ps1——2734SDSW4Ps1.3.2SDSWSDSWSTP4PsPPlace&PromotionSDSWSDSW4Ps61-184Ps1-1SDSWSTP92SDSWSDSWSTP2.1SDSW2.1.110102.1.220002008600010000200612112.22.2.111180%[5]232.2.2112232.2.32.313143SDSWSDSWSTP3.1SDSWSDSWSDSW3.1.1SDSW2007SDSWHH2008HSDSW3.1.2SDSWSDSW151650800350005001000150020002500300035004000200720082009SDSWABCDEF6A//BCDEFAAA65SDSW3.1.3SDSW2007SDSW104.48103.8920131.450003-13-1SDSW2007-200916170010003350050010001500200025003000350040002007200820093-2SDSW2007-20093-22009SDSW35003000SDSW2350125070%SDSWSDSWSDSWSDSW3.2SDSWSTPSTP[7]STP3.2.1117212343[6]183.2.2SDSWSDSWSDSWSDSWSDSW3.2.3SDSW19SDSW204SDSWSDSW4.1[6]4.1.1SDSWSDSWSDSW1SDSWE2SDSWSDSWD213A4.1.21SDSW1SDSW2SDSW3SDSW2SDSW2234.1.31SDSW2SDSWBDCCBA4.2——234.2.1SDSW4.2.2AA2/A3/ASDSW4.3SDSW1242++3255SDSW5.1SDSW5.2[9]26SDSWSDSW2SDSW5.3SDSW5.3.1SDSW5-1SDSW5-1275.3.2SDSWSDSW1SDSWSDSWSDSW2FAAB30%SDSWFFFA3SDSW28AESDSWAAEAAEAE4SDSWSDSW296SDSW6.16.1.16-16-1301/26.1.2316.1.3SDSW1SDSWSDSWSDSW6-2SDSW2SDSW6-2SDSW32SDSWSDSW6-36-3SDSWSDSW6.2SDSWABX336.2.1SDSWSDSWSDSW6.2.2/5SDSW3SDSWSDSWSDSWSDSWSDSWSDSWSDSW34SDSWSDSW6.2.3SDSW12SDSW36.36.3.1135SDSW2SDSW6.3.2SDSWSDSW366.3.3SDSW10%6.3.4[9]37()12345[11]SDSWSDSWSDSW38SDSWSDSW397[5]7-17.1SDSWSDSW7.1.1SDSW7-1&7-1407-1SDSWSDSWSDSWSDSWSDSWSDSWSDSW41SDSW7.1.242SDSW1SDSWSDSWSDSW27.2SDSW437.2.1——SDSW12SDSWSDSW37-2107-210650/300700—800200200—250100—1501500—1700120003000447.2.2SDSWSDSW1SDSW2——SDSW20072009SDSW20007.2.3SDSW45SDSWSDSW7.37.3.11234467.3.2SDSWSDSW7.4SDSWSDSW6547SDSW48SDSWSDSWSDSW:;;49STP4Ps5051[1]..:,1991:37-38[2]..,1980:21-23[3]..,1991,14(2):11-15[4],,..,2009,15(3):32-33[5]..,2009,15(20):97-98[6]·..().:,1999:108-110[7]·...:,2003:37-39[8]..,2001,20(8).42-46[9]..:,1997:11-13[10],·M·.().:,2005:21-24[11]..:,2005:66-68[12],,..,2002,5(2):181-185[13]..,2005,15(3):80-81[14]..(),2005,72(4):41-45[15],..,2001,37(13).49-51[16],..,2003,8(2).40-43[17],.,(),2007,17(3):56-5752[18]..:,1998:46-112[19],,..,1978,15(2):138-150[20],,..(),2000,40(4):17-22[21]..:,2006:34-41[22],..,2005,34(10):16-17[23]·...:,2003:112-114[24]..,2002,15(3):9-11[25]..,1993,26(2):6-15[26]..,2008,43(7):32-34[27]..,2006,13(1):77-79[28],..,1997,16(4):12-15[29]..,2007,27(3):899-903[30],,..,1991,28(3):17-18[31]AnneCoughlan,ErinAnderson,LouisW.,etal.MarketingChannels.JournalofMarketing,2001,18(6):44-47[32]Bagozzi,RichardP.PerformanceandSatisfactioninanIndustrialSalesforce:AnExaminationofTheirAntecedentsandSimultaneity.JournalofMarketin