从封建社会的“民以食为天”,到新中国成立以来现在已经成为中共中央重

视农村问题的专有名词“中央一号文件”,无不体现出农业在政治层面的重要

性。不过政策再怎么重视,归根结底是要落在实地的,要想实现农业的现代化,

实现粮食的稳产增收,化学肥料是必不可少的农业生产资料。有的人曾经把化

学肥料比喻为“粮食的粮食”,其重要性不言而喻,其中氮肥又在化学肥料中占

半壁江山,而且在我们的记忆中曾几何时购买尿素还要批条子跑路子,现如今

随着国家经济建设的飞速发展,氮肥行业也成为了产能严重过剩的行业之一,

产品销售俨然已经成为各个尿素企业面临的头等大事。

本文就是以鄂尔多斯集团新建设的尿素工厂即内蒙古鄂尔多斯化学工业有

限公司为样本,首先介绍现有农资销售领域涉及的销售术语概念、销售流程、

结构等内容,进而剖析整个尿素行业现有的营销模式。通过对现有尿素厂家和

流通企业的困境及应对策略分析,通过对营销环境分析,运用SWOT方法分析

利弊,从中选择最适合该厂的营销策略模式及制定发展规划。

关键词:氮肥行业,营销模式,分析,规划

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Abstract

Politically the importance of agriculture is pretty vitalwhich can be seen from

the old saying “ Food is the paramount necessity for the common people” during

the Feudal Society to the Central No.l File since the new China established.

In order to carry out the importance and realize the modernization of agriculture

and dependable crop and income rise,we have to take the chemical fertilizer as the

essential agricultural means of production. Some say chemical fertilizers are the food

of food and the importance goes without saying. Among fertilizers, nitrogent

fertilizer accounts for a half. According to our memory, during some time of the

past,there’ s the phenomenon of begging a instruction slip from the higher social

connection or accompanying bribe if we would get fertilizer.

With the fast development of the whole society,excess capacity can be found

in all fields, among which nitrogent fertilizers glut heavily,so sales becomes a top

priority job for all the factories.

This article will take Erdos; newly built urea plant “Inner Mongolia Erdos

Chemical Co.Ltd.,,as a sample to introduce sales and marketing terms, sales

process, and constructions in the agricultural means field and to analyze the sales

model of the urea industry.

The article will analyze the dilemma of the existing urea plants and circulation

enterprises and find some counter policies, and to analyze the marketing

environment. Pros and cons will be obvious by using SWOT analysis method, so

best fit and feasible marketing measurements model and strategical development

planning will be chosen for this plant.

Keywords: Nitrogen fertilizer industry, Marketing model,Analysis,Planning;

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