摘要
中国是世界上人口最多的国家,也是世界粮食需求量最大的国家。中国利用占全球
7%的耕地,养活了占全球21%的人口。据联合国粮农组织(FAO)的统计资料,发展中国
家通过施肥可提高粮食单产55%57%,可见肥料是我国粮食增产和粮食安全的基本物质
保障。中国是个农业大国,化肥市场需求潜力巨大,中国农村市场成为了众多国内外化
肥企业的必争之地。长期以来,中国化肥企业重生产、轻营销的经营观念导致很多企业
出现化肥产品同质化严重、化肥产品大量滞销的后果;新胜利农资公司作为广西乃至西
南地区的化肥龙头生产企业,站在激烈市场竞争的风口浪尖,制定一套适应市场竞争要
求的化肥营销策略变得尤为重要。

本论文第一章介绍了论文的选题背景、意义、研究方法及国内外相关理论研究成果;
第二章主要介绍新胜利农资公司营销环境,从外部环境分析、内部环境分析与SWOT分
析三个方面展开论述;第三章主从新胜利农资公司现行的产品策略、价格策略、渠道策
略和促销策略四个角度进行阐述并指出其不足之处;第四章从4PS营销组合策略全方位
地提出新胜利农资公司应对化肥市场竞争的各种营销策略;最后,第五章提出组织保障
措施,确保新胜利农资公司营销对策能得以有效开展。通过本文的论述与分析,希望能
为新胜利农资公司的化肥营销带来一定的借鉴意义。

关键词:新胜利 化肥 市场营销 营销策略
ABSTRACT
China is the largest population country in the world, so it also needs enormous and
continuous food supplies. Chinese feeds about world 21% population from just 7% world's
plow land. Depend on Statistic data of the FAO,it could improve unilateral 55%57% from
fertilizers from developing countries. So you could see that the fertilizers help the basic of
improving and security of the food products significantly. China is a agricultural country, it
has enormous potential for fertilizer market, so many fertilizer companies in the world
compete for China's agricultural market. Currently, the fertilizer companies in china still
majorly involved in concept of re-produce rather import and marketing more effective
fertilizers from abroad, its causing many Chinese companies to produce similar fertilizer, then
due to less effective fertilizer it hard to sell. The Xin Shengli agricultural company is the
leading company in Guang Xi,even in the Southwest region, then making a suitable
marketing strategy for the fierce competition in the market become more and more important.
The first chapter is mainly introduced the background, significance, the way of research
and the result theory of the investigation. The second chapter is mainly about the Xin Shengli
agricultural company distribution environment, Omni directional to analyses and SWOT
analyses,these three direction to debate. The third chapter is from four of current products,
channel, price and sell way strategies to expand and find some scarcities. The fourth chapter is
from 4PS combination sell strategy find out every ways for the best strategies. The fifth
chapter is for the security of organized measure to make sure company selling strategies
sustainable. From this argument and analyses, hopefully could help the Xin Shengli
agricultural company for the fertilizer marketing in some way.
KEY WORDS: Xin Shengli,Chemical Fertilizer, Marketing,Marketing strategy