内蒙古农牧业生产资料股份有限公司市场营销策略研究

【作者】 照日格图；

【导师】 黄小葵；

【作者基本信息】 内蒙古大学 ， 高级管理人员工商管理（专业学位）， 2017， 硕士

【摘要】 随着我国社会经济的高速发展,市场竞争日益激烈,近年来化肥产能严重过剩,内蒙古农资公司目前经销的农资产品其市场占有率和利润点都持续下降,这使得内蒙古农资公司面临着巨大的压力和挑战。如何顺应市场变化,在市场竞争中保持原有优势地位,使公司可持续发展壮大,已成为内蒙古农资公司急需解决的现实问题。对内蒙古农资公司营销策略的研究,有助于公司在当前的经济环境条件下,综合、客观、全面地分析研究公司的发展策略与前进方向。为公司探索顺应经济发展形势的改革方向及思路,不断完善服务功能;切实地为内蒙古农资公司的发展探寻可持续道路,为公司的发展壮大指引方向、奠定基础。本文以内蒙古农资公司市场营销策略研究为目的,利用相关市场营销的分析方法,通过对农业生产资料市场发展现状分析、公司内部环境以及外部环境的现状分析,对公司所处营销环境进行客观、全面的综合分析,从而提出相应的市场营销策略及保障措施,主要结论有:1.在政治、经济、社会等宏观环境利好的形势下,持续深化企业改革,全面进行转型升级,注重“服务为首、技术支撑、人才强企、制度保障、不断创新”的发展策略,不断提升企业品牌形象和市场竞争力。2.在新时代市场竞争环境下,充分利用公司经营网络、品牌效应、服务能力及货源渠道等优势,以巴彦淖尔、乌兰察布、赤峰、通辽为主阵地,以磷酸二铵、尿素等大众化肥的销售为基础,以众多的经销商为资源,以连锁经营为主要手段,以种植大户和专业合作社为重点对象,大力推广高端产品的宣传和销售,创新产品包装和产品组合;同时,结合土地托管、农技服务和植保服务等农化服务项目的逐步推进,积极开展整体种植服务,实行“整体营销”策略。3.进一步强化农业社会化服务能力,积极开展土地流转与托管、农业技术服务、测土配肥、科学施肥、无人机飞防植保等农化项目,不断提升农化团队的技术和服务能力,以农化服务能力的提升来带动农资产品的推广和销售。4.继续加强促销力度,通过新媒体网络传播、农田试验示范、实地展销会、农民农技培训等多种形式对公司的产品进行宣传和推广,不断提升公司的知名度,优化品牌形象。更多还原

【Abstract】 With the high-speed development of our social economy,theincreasingly competitive market,fertilizer severe overcapacity in recent years,Inner Mongolia Agricultural Materials Company currently sells the inputs of the declining market share and profit point,which makes Inner Mongolia Agricultural Materials Company faces enormous pressure and challenges.How to adapt to the market changes,maintain the original superiority in the market competition,make the company develop sustainably development,and has become the real problem that Inner Mongolia Agricultural Materials Company urgently needs to solve.The research on the marketing strategy of Inner Mongolia Agricultural MaterialsCompany will help the company to analyze and research the development strategy and direction of the company in the current economic environment.To explore the reform direction and innovative ideas for the company to adapt to the new economic development situation,and constantly improve the service function,it is a practical way to explore the sustainable path for the development of Inner MongoliaAgricultural MaterialsCompany,and lay a foundation for the development and growth of the company.Based on Inner Mongolia Agricultural Materials Company marketing strategy research,for the purpose of using relevant marketing analysis method,through analyzing the current situation of the development of agricultural production materials market,the company’s internal environment and external environment,the current situation of the marketing environment of the company objectively,comprehensively and the present study puts forward the corresponding marketing strategy and safeguard measures,the main conclusions are:1.In the political,economic,social and other macro environment under the good situation,deepening enterprise reform,comprehensively carries on the transformation and upgrading,pay attention to the "service,technical support,talent thriving enterprise,headed by institutional guarantee,continuous innovation"development strategy,enhance corporate brand image and market competitiveness.2.1n the new era of competition in the market environment,make full use of network distribution company,brand,service capabilities and advantages of the supply channel,based on Bayannur,Wulanqab,Chifeng and Tongliao,it is based on the sales of mass fertilizer,such as ammonium phosphate and urea,and has many dealers as resources object,with the main means of chain operation,we mainly focus on the big farmers and specialized cooperatives,vigorously promote the promotion and sales of high-end products,and innovate product packaging and product mix.At the same time,combining the land trust,agricultural technology services and plant protection services and other agricultural services projects,we will actively carry out the overall planting service and implement the "overall marketing" strategy.3.Further strengthening agricultural socialization service capability,actively carry out land circulation and hosting,agricultural technology services,soil testing and fertilizer,scientific fertilization,unmanned aerial vehicle continuously improve the technical and service capacity of agrochemical team and promote the promotion and sale of agricultural products through the improvement of agronomization service capacity.4.Continue to strengthen the promotion strength,through new media network transmission,farmland,field trials and demonstrations in fairs,farmers,agricultural technology training,and other forms to promote the company’s products and the promotion,improve the company’s profile,optimization of the brand image.更多还原