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我国农药行业迫切需要成长一批核心龙头企业，淘汰一批劣质企业，提高资源
利用率，优化市场竞争环境，这是大势所趋。在这种优胜劣汰的市场竞争中，
企业能否优先发展并胜出，竞争力的形成尤为关键，而其中农药企业的营销战
略选择、营销管理过程的重要地位越发凸显
本文通过理论和实证研究方法对农药企业市场营销相关的概念、农药企业
营销战略选择和营销策略问题进行全面研究。首先总结并归纳了现有的营销理
论、企业竞争力理论、农药企业营销管理等相关研究成果，概括农药企业营销
的内涵定义，并在此基础上对整个农药行业和相关市场做了详尽分析。接着，
以 JN 公司为实例，分别从宏观、中观和微观层面全面研究了该公司的优势和劣
势、所面临的机会以及挑战，从而给出了相应的营销战略、营销策略建议
从具体研究内容来看，文献综述分别对企业竞争力、营销策略和农药企业
竞争力等问题的相关文献进行了梳理和总结。中国农药行业与市场分析主要从
农药及农药产品的特征进行分析，并对农药行业的竞争环境展开讨论，最后对
农药行业状况及市场状况进行了总结。JN 公司的营销战略研究基于 JN 公司自身
的经营状况以及同行业平均水平，提出其个性化营销战略，以为营销策略的具
体选择提供方向和指导，从而把握自身优势，克服产品结构不合理等缺陷，最
大化自身价值。第六章是 JN 公司的营销策略选择及实施组织保障。从产品策略、
价格策略、渠道策略和服务策略等四个方面着手，分析 JN 公司的具体营销策略
选择。同时，为保证营销策略的有效落实，从制度、人员、企业文化几个方面
入手分析组织对于策略实施的保障。第七章为全文的结论和展望
本文的主要贡献在于：运用市场营销学的相关理论，结合农药企业实际对
农药企业的市场营销战略、策略的选择进行了深入探讨，填补了现有农药企业摘 要
II
市场营销问题研究的不足。本文的主要不足在于，JN 公司的案例只属于单个企
业个例，可能还无法代表农药行业所有企业的实际发展情况
关键词：农药企业;营销策略;案例研究;JN 公司ABSTRACT
III
ABSTRACT
Ever since the reform and opening-up policy, China sees a profound progress
made in pesticide industry that a great leap was achieved in the numbers of pesticide
enterprises as well as their productions, which lent a firm hand to the sustainable and
rapid development of agriculture in China. Considering the weaknesses, such as small
enterprises in a vast market, less competitive comprehensive abilities, weak
independent research and development capacities, lacking of awareness of intellectual
property protections and so on, exist in China’s pesticide industry, our companies are
not as competitive as those in foreigner countries. With a relatively low level of
marketing and competition, pesticide industry is being severely constrained to make
any progress. Thus, it’s the trend and need for China’s pesticide industry to grow a
number of enterprises with sound competitiveness plus close down those companies
with bad performances, which is the optimal way to use resources and optimize the
competitive market. In accordance with the rules in Darwin’s evolution theory, the
enterprises can survive but with better performance in the race of competition, which
is greatly influenced by their competitiveness shaped by the choices of marketing
strategies and the processes of marketing management.
Through theoretical and empirical researches, we made a comprehensive study
in the related concepts on marketing management, strategic choices and marketing
strategy of pesticide companies. First of all, we analyzed and summarized existing
marketing theories, the theories of enterprise competitiveness, related researches of
marketing management of pesticide enterprises, which helped us to form a general
definition of pesticide enterprise marketing based on what we made a comprehensive
analyze of pesticide industry as well as its peripheral markets. Then, we took JN
company as an example, using the analyzing method of SWOT, we studied the
company from macro, intermediate and micro scope respectively. At the very end of
this paper, we offered the company our suggestions on marketing strategies and
tactics.ABSTRACT
IV
Specifically, the literature review sorts out and summarizes the literature about
the competitiveness of enterprises, marketing strategy as well as competitiveness of
pesticide enterprise. The part of Chinese pesticide industry and market analysis
mainly analyzes the characteristics of pesticide and pesticide products, discusses the
competitive environment of pesticide industry, summarizes the situation of pesticide
industry and market as well. Based on operating condition of JN company and
average operating condition of the whole industry, the personalized marketing
strategy is put forward in part of marketing strategy analysis of JN to provide
orientation and guidance for choosing marketing strategy, so as to make full use of its
own advantage, overcome the defect like unreasonable product structure, maximize
its value. The chapter 6 is choosing marketing strategy and implementing
organizational guarantee of the company. Started with product strategy, price strategy,
channel strategy and service strategy, the author analyzes marketing strategy of JN.
Meanwhile, several ensuring factors in organization such as system, staff and
enterprises culture are discussed to make sure of an effective implementation of
marketing strategy. The seventh chapter is conclusion and prospect. The main
contribution of this paper is, combining with actual situation of pesticide companies, I
use marketing theory to deeply discuss the selection of marketing strategies, in order
to fill the deficiency of marketing research among existing pesticide companies. The
main shortage of this paper is that the case of JN only represents a single enterprise,
so it may not contain the actual development of all companies in the pesticide
industry.
Key words: pesticide industry ; marketing strategies ;case study; JN company目 录
V
目 录
第 1 章 绪论..1
1.1 研究背景和意义.....1
1.2 研究思路.....2
1.3 研究内容和研究方法.........3
第 2 章 文献综述......5
2.1 企业竞争力研究综述.........5
2.2 营销策略理论研究综述.....6
2.2.1 国外市场营销策略理论综述 ..6
2.2.2 国内市场营销策略理论综述 ..8
2.2.3 营销策略研究述评 ......9
2.3 农药企业竞争力及营销策略相关研究综述.........9
2.3.1 农药企业竞争力相关研究 ....10
2.3.2 农药企业营销策略相关研究 10
第 3 章 中国农药市场 PEST 分析与行业竞争特性 ........12
3.1 农药与农药产品...12
3.2 PEST 分析 .13
3.2.1 政策因素分析 13
3.2.2 经济因素分析 16
3.2.3 社会文化因素分析 ....17
3.2.4 技术因素分析 17
3.3 中国农药行业分析...........18
3.4 中国农药市场分析...........22
3.5 本章小结...23
第 4 章 JN 公司营销战略选择......24
4.1 JN 公司概况 ..........24
4.2 JN 公司的经营状况分析 ..25
4.2.1 偿债能力分析 25
4.2.2 营运能力分析 26
4.2.3 盈利水平分析 26目 录
VI
4.2.4 JN 公司经营状况综合分析.27
4.3 JN 公司的 SWOT 分析.....28
4.3.1 优势分析 ........28
4.3.2 劣势分析 ........29
4.3.3 机会分析 ........30
4.3.4 威胁分析 ........30
4.4 JN 公司营销战略规划 ......31
4.4.1 确定目标市场和市场定位 ....32
4.4.2 设计市场营销组合 ....32
4.5 本章小结...33
第 5 章 JN 公司营销策略选择及实施组织保障..34
5.1 产品策略...34
5.1.1 农药产品的市场生命周期 ....34
5.1.2 农药新产品开发 ........35
5.1.3 农药产品包装策略 .....36
5.2 价格策略...36
5.2.1 影响农药定价的主要因素 ....36
5.2.2 农药定价策略 37
5.2.3 JN 公司的价格管理....38
5.3 渠道策略....38
5.3.1 影响农药营销渠道因素分析 38
5.3.2 农药营销渠道的构建和管理 39
5.4 服务策略...40
5.5 营销策略实施的组织保障...........41
图 4 JN 公司营销营销实施的组织保障.....42
5.5.1 农药企业营销组织构建的一般原则 42
5.5.2 人员保障 ........43
5.5.3 文化保障 ........43
第 6 章 结论与展望.......45
6.1 研究结论...45
6.2 研究的不足与展望...........45
致谢.........47
参考文献.48第 1 章 绪论
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