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
关键词.内蒙古农资公司,营销策略,品牌形象,服务能力
II 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^ 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
III 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 cany 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&39;s products and the
promotion, improve the company&39;s profile, optimization of the brand image.
Key words:Inner Mongolia Agriculturai MaterialsCompany,marketing strategy,the
brand image, service capability
IV 目录
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1.1研究背景1.2研究目的与意义1.3研宄内容与方法1.4研究思路1.5国内外研究现状第二章相关理论概述2.1市场营销2.2 PEST 分析2.3波特五力模型2.4 SWOT 分析第三章农业生产资料市场发展现状分析3.1中国农业生产资料市场发展现状分析3.2内蒙古自治区农资市场发展现状分析3.2.1内蒙古自治区种植结构分布3.2.2内蒙古自治区肥料市场情况3.2.3内蒙古自治区农资行业现存问题第四章内蒙古农资公司营销环境分析4.1内蒙古农资公司概况及营销现状4.1.1公司的基本情况4.1.2内蒙古农资公司营销现状4.2内蒙古农资公司内部环境分析4.2.1公司组织结构4.2.2公司经营业务4.2.3资源分析4.2.4能力分析V 4.3内蒙古农资公司宏观环境分析.......
21
4.3.1政治环境分析
21
4.3_2经济环境分析
21
4.3.3技术环境分析
23
4_3.4地域环境分析
23
4.4竞争环境分析
:
24
4.4.1供应商议价能力
25
4.4.2购买者议价能力
25
4.4.3新进入者威胁
25
4.4.4替代品的威胁
27
4.4.5行业竞争者的竞争
28
4.5用户分析
:
.29
第五章内蒙古农资公司SWOT分析
:.......30
5.1賴
30
5.2挑战
30
5.3优势
31
5.4劣势
32
5.5 SWOT矩阵分析
32
第六章内蒙古农资公司营销策略的制定
35
6.1 STP战略选择
35
6.1.1市场细分
35
6.1.2目标市场选择
36
6.1.3市场定位
37
6.2市场营销策略
38
6.2.1产品策略
38
6.2.2价格策略
39
6.2.3渠道策略
40
6.2.4促销策略
43
第七章内蒙古农资公司营销策略实施的保障
46
7.1强化人才队伍
46
VI 7.1.1引进专业人才
46
7.1.2强化员工培训与管理
46
7.1.3重视员工考核和激励
47
7.2企业文化保障
48
7.3健全服务体系
48
7.4完善物流保障体系
49
第八章结论
51
8.1主要结论
51
8.2论文展望
52
参考文献53
m. m 54
VII
.
第一章绪论
第一章绪论
u研究背景
内蒙古农牧业生产资料股份有限公司(简称:内蒙古农资公司)是内蒙古
供销合作社直属企业,始建于1953年,至今己走过60多年的光辉历程,始终
坚持为“三农三牧”服务,是农村牧区重要的商品流通渠道,是农村牧区经济
发展和社会进步的重要推动力量。农资公司经历了由计划经济到市场经济的历
史变迁,目前,随着我国社会经济的高速发展以及市场经济体制的深入改革,
市场竞争日益激烈,在这样的经济环境下,内蒙古农资公司面
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