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论文编号：	7057
作者编号：	2220120404
上传时间：	2014/12/11 9:57:58
中文题目：	云天化国际化工公司水溶性肥料营销组合策略研究
英文题目：	The Study of YTH International Ltd’s Marketing Mix Strategy of Water Soluble Fertilizer
指导老师：	张永强
中文关键字：	云天化国际化工公司；水溶性肥料；营销组合策略
英文关键字：	Yuntianhua international Ltd.; water soluble fertilizer; marketing mix strategy
中文摘要：	当前我国农业面临着非常严重的缺水状况，这极大地制约了我国农业的健康发展。与此同时，近几年全球化肥产业产能过剩也让不少化肥公司利润下降、经营困难。作为亚洲最大、全球第二的磷肥生产企业——云南云天化国际化工股份有限公司在面对全行业产能过剩带来的危机时，决定抓住我国农业用水短缺背后的契机来调整产业结构、实现转型升级，力求以水溶性肥料和节水灌溉设备的开发与营销为助力而顺利度过产能过剩的危机并实现健康发展。 本文首先考虑了我国农业用水紧缺的现状，紧接着提出节水灌溉设备和水溶性肥料的市场潜力。在讲述了水溶性肥料的基本信息和发展历程之后，本文从市场营销的角度对云天化国际化工公司的水溶性肥料和节水灌溉设备项目的开发与营销作具体分析。通过市场分析得出水溶肥行业吸引力较强，同时公司具备进入水溶肥行业必备的能力和条件；我国的喷、滴灌设备等农业节水设备市场竞争激烈，市场空白虽大，但发展起来会很吃力，还需谨慎选择，未来云天化还可以把水溶性肥料和节水灌溉设备发展到国外市场。在细分市场后，本文确定云天化的国内目标市场和国外目标市场。国内目标市场包括：一级目标市场主要集中在西北、东北和山东区域，二级目标市场主要集中在华北、东北（华中）、华南区域；国外的目标市场包括：传统化肥进口市场，如印度、巴基斯坦、巴西、澳大利亚等国，经济作物种植市场，如东南亚各国及日韩。在对水溶性肥料产品规划中，确定产品定位为高含量、高品质、全水溶，并确定了主要生产的产品类型及其价格。在喷、滴灌设施方面，产品划分主要视OEM厂家及合作厂商而定，并制定了预计价格。水溶肥销售渠道策略的差异化在于尽可能缩短流通渠道和寻找农业相关农资渠道的加盟商。在水溶肥和节水灌溉设备两方面都要对种植大户和散户分别开展营销。接着，本文分析了水溶肥和节水灌溉设备的资金投入与盈利水平。最后，本文针对云天化的水溶性肥料和灌溉设施规划了一系列营销组合促销手段。
英文摘要：	Nowadays, Chinese agriculture is facing with a very serious situation of water shortage, which extremely limits the healthy development of Chinese agriculture. At the same time, in recent years, the global fertilizer industry overcapacity also leads many fertilizer companies to profit decline and difficultly manage. As Asia's largest and the world's second largest phosphate fertilizer production enterprises, when Yunnan Yuntianhua international chemical Limited by Share Ltd is facing with the crisis brought by overcapacity, it decides to grasp the opportunity hiding beside Chinese agriculture water shortage to adjust the industrial structure and realize its transformation and upgrading, and strive to use the development and marketing of water soluble fertilizer and water saving irrigation equipment to survive in the crisis of overcapacity and realize the healthy development. At first, this paper analyzes the current situation of Chinese agriculture water shortage, then puts forward water soluble fertilizer and water saving irrigation equipment has huge market. After introducing the basic information and development history of water soluble fertilizer, this paper begins to analyze the development and marketing of the project of water soluble fertilizer and water saving irrigation equipment of Yuntianhua from the perspective of marketing. This paper finds that water soluble fertilizer has strong industry attractiveness and Yuntianhua has the ability and conditions to enter water soluble fertilizer industry through market analysis. In China, though the market blank of spray and drip irrigation equipment and other agricultural water-saving equipments is big, the competition is very fierce, and it is difficult to develop, so Yuntianhua must be careful when selecting. In the future, Yuntianhua can expand water soluble fertilizer and water saving irrigation equipment to foreign market. This paper determines the domestic and foreign target market. Domestic target market includes primary target market which is concentrated in the northwest, northeast and Shandong area and secondary target market which is concentrated in north China, northeast and south China (central China) area. Foreign target market includes traditional chemical fertilizer import market such as India, Pakistan, Brazil, Australia and so on and Economic crops market, such as Southeast Asia and Japan and South Korea. In the plan of water soluble fertilizer products, this paper determines products positioning is “high content”, “high quality” and “whole water soluble”, main products types and their price. In the plan of spray and drip irrigation equipment, this paper thinks that products division must depend on OEM factories and manufacturers, and formulates the expected price. The differentiation of water soluble fertilizer place strategy lies in as far as possible to shorten the circulation channel and looking for agriculture related agricultural channel franchisee. Besides, in both aspects of water soluble fertilizer and water saving irrigation equipment, Yuntianhua must do respectively marketing on large plantation farmers and small plantation farmers. Next this paper analyzes the financial investment and profitability level of water soluble fertilizer and water saving irrigation equipment. At last, This paper plans a series of promotions for Yuntianhua’s water soluble fertilizer and water saving irrigation equipment.
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