摘要
摘要
我国是农业大国，化肥在农业的生产过程中占据着重要位置，是重要的农业
生产资料，化肥行业是稳定农业生产的重要支撑。在过去几十年，化肥的过量施
用，对我国生态环境造成了伤害，也对资金和能源造成了极大浪费。云农科技公
司通过测土与作物研究，为农户提供定制化肥产品，也就是测土配方肥，为农户
提供优质农化服务。通过开展测土配方的施肥技术，可以精准的确定化肥的施用
量以及肥料中各种养分的配比，在很大程度上改善肥料的利用率，对其投入量进
行控制，由此能够减少成本，最终实现增产增收。如何让科学施肥理念深入人心，
如何营销推广测土配方肥，让测土配方肥更好的服务农业，是云农科技公司当下
需要解决的主要问题。
“服务”是一个当前的行业热词，如何做好服务以及让自己的产品更好的服
务于用户需求，怎样去以服务带动营销推广便成为企业必须要思考的问题。我国
农业企业的营销模式从零星推广，到“政企协作”，营销模式也从单纯的卖产品
转变为以服务去带动营销的新模式。这种模式对农户进行相关种植技术培训和科
学用肥指导，不仅能够提升农户收入、降低农户生产成本、改变原有的粗放式田
间管理模式，也能够保障粮食的安全、促进农业发展。从云农科技公司的角度而
言，这种模式还能够提高自身品牌的价值与知名度，让测土配方肥品牌更加的深
入人心。
本文针对云农科技公司测土配方肥在现有的服务营销策略中存在的一些问
题，剖析了云农科技公司在进行运营中的的环境状况、营销状况，同时也分析了
公司现在面临的问题和成因，据此提出相应的营销策略优化措施。文本首先介绍
国内外学者服务营销相关理论以及国内外企业、化肥相关行业服务营销策略相关
理论。其次，对公司情况进行简单介绍，采用 PEST分析法和 SWOT分析法等
对公司测土配方肥的相关行业营销环境进行分析。随后，采用问卷调查法分析云
农科技公司的服务营销策略在实施中的现状以及不足。最后，基于 7P营销理论
提出了针对云农科技公司测土配方肥在服务营销策略方面的优化方案并建立实
施保障机制。
关键词：测土配方肥；服务营销策略；7P营销理论
I

Abstract
Abstract
China is a large agricultural country, and fertilizer occupies an important position in
the production process of agriculture. It is an essential agricultural production material,
and the fertilizer industry is a necessary support to stabilize agricultural production. In
the past decades, the excessive application of chemical fertilizers has caused harm to
our ecological environment and a tremendous waste of money and energy. Through
soil measurement and crop research, Yunnong Technology Company provides farmers
with customized fertilizer products, also known as soil testing formula fertilizer, to
give the farmers quality agrochemical services. By carrying out soil testing and
formula fertilization technology, the amount of fertilizer applied and the ratio of
various nutrients in fertilizer can be accurately determined. This can improve the
utilization rate of fertilizer to a large extent and control its input quantity, thus
reducing costs and ultimately achieving increased production and income. How to
make the concept of scientific fertilization penetrate people's hearts and how to
market and promote soil testing formula fertilizer so that soil testing formula fertilizer
better serves agriculture is the main problem that needs to be solved by Yunnong
Technology Company at present.
"Service" is a current industry buzzword. How to do an excellent job of service and
let their products better serve users' needs, how to service-driven marketing
promotion has become the business must-think-about problem. The marketing model
of China's agricultural enterprises, from sporadic rise to "government-enterprise
collaboration," has also changed from simply selling products to a new service model
to drive marketing. This model provides farmers with relevant planting technology
training and scientific fertilizer guidance, improving farmers' income, reducing their
production costs, changing the original rough field management model, ensuring food
safety, and promoting agricultural development. From the perspective of Yunnong
Technology Company, this model can also improve the value and visibility of its
brand and make the brand of soil testing formula fertilizer more deeply rooted in
people's hearts.
II

Abstract
This paper analyzes the environment and marketing situation of Yunnong Science and
Technology Company in its operation, analyzes the problems and causes faced by the
company now, and proposes corresponding marketing strategy optimization measures
accordingly. The text first introduces the theories related to service marketing by
domestic and foreign scholars and the theories related to service marketing strategies
of domestic and foreign enterprises and fertilizer-related industries. Secondly, the
company's situation is briefly introduced, and the marketing environment of the
industry related to the company's soil testing fertilizer is analyzed using PEST
analysis and SWOT analysis, etc. Subsequently, the questionnaire survey method is
used to analyze the current situation and shortcomings in implementing the service
marketing strategy of Yunnong Technology Company. Finally, based on the 7P
marketing theory, the optimization plan of service marketing strategy for soil testing
fertilizer of Yunnong Technology Company is proposed, and the implementation
guarantee mechanism is established.
Key words: Formula Fertilizer by Soil Testing; Service Marketing Strategy; 7P
Marketing Theory
III
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