摘要
- I-
摘要
我国化肥行业经过近 40 年左右的发展，目前产能整体供大于求，市场竞争极其
残酷，国家对化肥行业的政策也发生了巨大的变化，供给侧改革压力日趋加大，企
业如何能在激烈的市场竞争中存活下来，是化肥企业制定战略的关键点，企业要进
行市场细分，找准目标市场，做好自身定位，发挥企业优势，克服企业劣势，合理
配置资源，让公司可持续发展

本文首先对秦皇岛天鼎化工有限公司(以下简称天鼎公司)宏观环境、国内外化肥
产业环境、复合肥行业竞争环境、目前所面临的机会和威胁、企业优势与劣势进行
了分析，指出天鼎公司化肥营销现状及存在的问题

其次利用 STP 模型对天鼎公司所在的复合肥行业进行了市场细分，找准天鼎公
司的目标市场，做好天鼎公司的企业定位和产品定位，制定了天鼎公司营销组合策
略，并分别从产品策略、价格策略、渠道策略、促销策略和服务策略进行了深入细
致的阐述

最后是针对天鼎公司 STP 战略和营销策略，从管理方面，人才方面，资源方面
和资金方面提出了战略保障措施，并引入天鼎公司奖惩机制和天鼎公司防假货和防
串货机制，保障天鼎公司战略切实可行

关键词：天鼎公司；复合肥；营销战略；品牌燕山大学工商管理硕士学位论文
- II-
Abstract
After nearly 40 years of development, the fertilizer industry in China is facing the
actuality of overall supply capacity and extremely cruel market competition, and the state
policy for fertilizer industry also have great changes. At the background of increasing
pressure for reform of supply side pressure, how can survive in the fierce market
competition, is the key developing strategy of fertilizer enterprises. Enterprises must carry
on the market segmentation, pinpoint the target market, find their own locations, using
their own advantages and overcome the disadvantage, distribute the resources reasonably,
and realize the sustainable development of the company.
Firstly, this article focus on Qinhuangdao Tianding Chemical Co., LTD. (hereinafter
referred to as the Tianding company), analyze the macro environment of compound
fertilizer, domestic chemical fertilizer industry and abroad environment, industry
competition environment, currently opportunities and threats, the advantages and
disadvantages, and pointed out the existing problems of fertilizers marketing for Tianding
company.
Secondly, STP model is used to segment the compound fertilizer market where
Tianding company is located for, and to capture the target market of Tianding company,
complete the Tianding company &39;s positioning and its product positioning, formulated the
composite marketing strategy of Tianding company, and which are in-depth described
from the product strategy, price strategy, channel strategy, promotion strategy and service
strategy, respectively.
Finally,as for the STP strategy and marketing strategy of Tianding company, strategic
safeguard measures are put forward from the aspects of management, talent, resources and
capital, and introduce the mechanism of rewards and punishments, the mechansim against
fakes and the mechanism of preventing commodities fleeing, to guarantee the Tianding
company strategy could be carried out.
Keywords: Tianding company; compound fertilizer; marketing strategy; brand目 录
-I II-
目 录
摘要........I
ABSTRACT..........II
第 1 章 绪 论.....1
1.1 研究背景与意义.....1
1.1.1 研究背景..........1
1.1.2 研究意义..........2
1.2 国内外研究现状.....2
1.2.1 国外研究现状..2
1.2.2 国内研究现状..3
1.3 研究目标及内容.....4
1.3.1 研究目标..........4
1.3.2 研究内容..........4
1.4 研究方法.....5
1.5 研究路线.....6
第 2 章 天鼎公司外部环境分析.7
2.1 天鼎公司宏观环境分析.....7
2.1.1 政治环境分析..7
2.1.2 社会环境分析..7
2.1.3 经济环境分析..8
2.1.4 技术环境分析..9
2.2 天鼎公司产业环境分析.....9
2.2.1 化肥行业国外发展趋势分析..9
2.2.2 化肥行业国内发展趋势分析10
2.3 天鼎公司行业竞争环境分析.......14
2.3.1 潜在进入者分析........14
2.3.2 替代品压力分析........14
2.3.3 供应商议价能力分析15
2.3.4 买方议价能力分析....15
2.3.5 行业内的竞争分析....16
2.4 天鼎公司机会分析...........17
2.4.1 行业政策带来机会....17
2.4.2 行业规划带来机会....17燕山大学工商管理硕士学位论文
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2.5 天鼎公司面临的威胁分析...........18
2.5.1 行业产能过剩带来的威胁....18
2.5.2 市场环境带来的威胁18
2.5.3 产品创新带来的威胁18
2.5.4 国家政策带来的威胁19
2.6 本章小结...19
第 3 章 天鼎公司内部环境分析...........20
3.1 天鼎公司背景介绍........
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