摘要
近年来，农业信息化发展迅速，在促进农业增产增收、改善农村生活条件
和农民生活水平方面发挥了重要作用。B农业科技公司成立于2015年，是从事
智能施肥机研发与生产、环境控制设备开发与销售、承接水肥一体化工程为主
的农业高新技术企业，致力于为客户提供合理、科学、高效的灌溉与水肥一体
化方案。随着市场竞争的愈发激烈，B农业科技公司的产品定位不清晰、产品定
价不合理、营销渠道不健全、营销团队专业性不足等问题制约着该公司的发展。
因而，如何对该公司的营销体系进行优化，形成科学合理的营销体系是B农业
科技公司亟待解决的问题。
本文在收集整理大量文献资料的基础上，以营销理论为依据，系统地研究
了B农业科技公司营销体系的优化策略。首先，在行业发展背景的基础上，介
绍了B农业科技公司的发展状况，对该公司的营销体系现状进行分析；其次，
通过对产品、价格、渠道和促销体系以及营销团队问题分析，分析了B农业科
技公司在产品定位、品牌推广、价格制定、营销渠道、促销方式和营销团队等
问题的成因；进而，借助7P、关系营销和STP等理论，通过对产品、价格、渠
道与促销的分析以及营销团队的建设，提出了B农业科技公司营销体系的优化
方案；最后，为保障上述优化方案的落实，从公司制度、人力资源和信息建设
等方面，提供了B农业科技公司营销体系的实施策略。
本文的研究特色与结论如下：①通过对B农业科技公司营销体系现状分析，
剖析了产品、价格、渠道和促销体系以及营销团队的问题，揭示了该公司营销
体系问题的成因；②依据7P等营销理论，提出了B农业科技公司产品与价格、
渠道与促销的优化方案以及营销团队建设方案；③针对营销体系的优化方案，
提供了B农业科技公司营销体系的实施策略。
本文的研究不仅为B农业科技公司营销体系提供了一套可操作的优化策略，
而且为其他从事相关领域的农业科技企业的营销体系优化提供了理论依据和实
施方法，具有一定的借鉴意义。
关键词：农业科技公司；营销体系；水肥一体化；7P营销理论
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Abstract
In recent years, agricultural informatization has developed rapidly and played an
important role in promoting agricultural production, income increase, improving rural
living conditions and farmers' living standards. Founded in 2015, B Agricultural
Technology Company is a high-tech agricultural enterprise mainly engaged in
research, development and manufacture of intelligent fertilizer applicator,
development and sales of environmental control equipment, and undertaking water
and fertilizer integration projects. It is committed to providing customers with
reasonable, scientific and efficient irrigation and water and fertilizer integration
solutions. With the increasingly fierce market competition environment, the
development of B Agricultural Technology Company is restricted by unclear product
positioning, unreasonable product pricing, imperfect marketing channels and
insufficient professional marketing team. Therefore, how to optimize marketing
system to form a scientific and reasonable marketing system is an urgent issue for B
Agricultural Technology Company.
Based on marketing theory, this paper systematically studies the optimization
strategy of marketing system for B Agricultural Technology Company through
relevant literature data. First of all, based on the industry development background,
this paper introduces the development status of B Agricultural Technology Company,
and analyzes current situation of the company's marketing system. Secondly, through
the analysis of products, prices, channels and promotion strategies as well as
marketing problems, it revealed root causes of B Agricultural Technology Company’s
current issues in product positioning, brand promotion, price setting, marketing
channel, promotion method and marketing team. Thirdly, with the help of theories as
7P, relationship marketing and STP, through the optimization of products and prices,
the optimization of promotion, and the construction of marketing team, an
optimization plan for marketing system of B Agricultural Technology Company was
proposed. Finally, in order to ensure the implementation of above optimization plan
channel and implementation strategy of marketing system of B Agricultural
Technology Company, this paper provides detailed implementation strategy from the
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