全球经济一体化进程的步伐逐步加快,为我国农药企业参与国际农化市场的

竞争提供了更加广阔的发展空间;同时,也给我们提出了日益严峻的挑战。FD公

司是一家经过了几十年的发展与沉淀,在中国农药百强企业中占有一席之地、在

行业内享有良好的声誉的企业,尤其是“三唑类”系列杀菌剂产品在市场上拥有

较高的知名度和相当规模的销售渠道。但随着国内农药企业的蜂拥而入,国外跨

国公司的不断渗透,市场竞争也愈演愈烈。另一方面,国家“十二五”规划中对

农药行业进行了新的调整,促使农药行业不断整合,实现我国农药企业从规模小、

数量多、核心竞争力弱到规模大、数量精、核心竞争力强的转变。在这样的大环

境下,ro公司可以以此为契机,凭借自身及外部的资源力量,进行新的战略布局,

调整市场营销策略,在稳固原有市场的前提下,不断开拓新兴市场,以适应现代

农化市场及行业发展的需求。

本文针对FD公司这些年来在市场营销过程中存在的一些问题,在分析公司内

外部环境和公司自身优劣势,并对其市场进行细分最终确立目标市场的基础上,

对公司制剂市场的营销策略提出相应的解决措施。论文在研究FD公司原有产品及

新市场需求的基础上,建议开发符合新时代要求的低毒、高效、低残留及环境友

好型产品,同时通过差异化的定价策略,强化人员促销策略,完善营销渠道策略,

提高售后服务水平,最终实现公司现有营销策略新的突破。

关键词:FD公司,农化市场,SWOT分析,营销策略

Abstract

The process of global economic integration gradually accelerates the pace for

China's enterprises to participate in international agricultural pesticide market

competition to provide a broader space for development; also gives us a growing

challenge. FD is a company after several years of development and precipitation,

pesticides hundred enterprises in China a place in the industry enjoyed a good

reputation in the business, and especially the triazole series of fungicide products on

the market has a more high visibility and sizable sales channels. But with the domestic

pesticide companies flocking, foreign multinationals continue to penetrate the market

competition has intensified. On the other hand, the national five plan for the pesticide

industry for a new adjustment, pesticide industry continues to promote integration,

realization of China's pesticide industry from small quantity, the core competitiveness is

weak to a large scale, the number of sperm, and the core competitive changes. In this

environment, FD can also be used as an opportunity, by virtue of its own resources and

external forces, the new strategic layout,adjust the marketing strategy, under the

premise of a solid existing market, and constantly open up new markets, to adapt

modern agrochemical market and the needs of the development of the industry.

In this paper, the problem of the FD in the marketing process, on the basis of

analysis of the internal and external environment and the target market, research

preparations marketing strategy of the company. FD company's original thesis research

products and new market demands, based on the proposed development to meet the new

requirements of the times of low toxicity, high efficiency,low residue and

environmental friendly products, through differentiated pricing strategies, strengthen

personnel marketing strategies, improve marketing channel strategy, improve service

levels,and ultimately the company's existing marketing strategy a new breakthrough.

Key words: FD, agrochemical market, SWOT analysis,marketing strategy

II

目录

第一章绪论
1

1.1研究背景

1

1. 2 FD公司简介
■
2

1.2.1公司概况….
;….2

1.2.2公司股权结构
2

1.3问题提出
3

.1.4研究方法

4

1.5研究内容及框架

4

第二章基本概念和相关理论
6

2.1基本概念
6

2. 1.1市场营销环境
6

2, 1.2关系营销

6

2.1.3 SWOT 分析
7

2.2市场营销理论
8

2.2.1 STP营销理论
8

2.2.2. 4 Ps 理论

10

第三章FD公司内外部环境分析
11

3.1农药行业的发展状况
11

3. 1.1全球农药行业状况
11

3. 1.2我国农药行业状况
12

3.2 FD公司的外部环境分析
14

3.2.1政治环境分析
14

3.2.2经济环境分析

15

3. 2. 3.技术环境分析
16

3.2.4竞争环境分析
17

3. 2. 5市场机会和威胁
20

3.3 FD公司的内部环境分析
21

3.3.1 FD公司的发展状况
21

3.3.2 FD公司的优势
21

3.3. 3 FD公司的劣势
22

3. 4 FD公司SWOT分析
24

第四章FD公司市场分析
26

4. 1 FD公司市场细分
26

4. 1. 1根据客户需求细分
26

4. 1. 2根据购买用途细分
27

4. 1. 3根据客户重要程度细分
28

4. 2 FD公司目标市场选择
28

4. 3 FD公司市场状况分析
29

4. 3. 1 FD公司制剂市场销售情况分析
29

4.3.2 FD公司财务数据分析
32

第五章FD公司制剂市场营销策略
36

5.1产品策略
36

5.2价格策略
37

5. 3渠道策略
37

5.4促销策略
39

5. 5服务策略
40

第六章结论 41

##^;献 42

致谢 44