Abstract
Countless facts show that the prevalence of the thinking mode of terminal
services is the trend of the times, winning terminal, terminal is king, terminal
services from the sinking terminal, terminal services, to control the end all the way
up to the highest levels of the enterprise, the terminal is king. In today's market is
similar to the product, the competition is intense, it is better to say that the consumer
is to enjoy the service instead of the consumer purchases of goods. To put the
terminal service enterprise marketing services to the corporate image of the height to
look at, strengthen the enterprise's terminal services, so that the quality of terminal
services as the main guiding ideology and a good image of the most important part,
and then promote the smooth marketing work, establish a good brand image of
consumers.
Henan xinlianxin fertilizer Co., Ltd. as the only one listed in Singapore and
Hong Kong in the chemical fertilizer enterprises, the enormous changes in the
internal and external environment of the enterprise production scale expanding, the
market competition is becoming increasingly fierce, the management pattern and the
upgrading of the, the company has entered a rapid development in the fast lane. So
strengthen terminal services project has become an important part of enterprise
development.
In this paper, the concept of terminal services is based on the reality of the
environment and the market conditions of the urea industry, in order to compete with
the terminal services as a case. Chemical fertilizer industry serious excess capacity,
product homogeneity is serious, the competition from product competition to service
competition. With the scale of agriculture and modernization development, rapid
upgrade in industrial structure, the State encourages development of new fertilizers,
new agricultural operators gradually tilted to large farming, focus on customer needs,
terminal services is imperative. Then it introduces the heart to heart the
strengthening of terminal services marketing transformation and this as a project to
promote the situation, to summarize and analyze the future development trend of the
IV
urea industry. It is concluded that the fertilizer industry the importance and necessity
of the terminal service marketing strategy. Following the in-depth analysis of the
hearts of terminal service marketing strategy, mainly from the three set into fertilizer
and marketing plan, electronic mall, CRM and logistics service, eight, have the
effect of respectiveiy, showing the specific measures and actions taken at heart
terminal service marketing strategy; finally, serious summarizes the successful
experience and stamina heart terminal service marketing strategy is insufficient,
further demonstrates the correctness of the determination of terminal services;
aiming at the existing problems of the company terminal heart service marketing
strategy ideas, lack of knowledge management system is backward and slow new
product development in three aspects, and puts forward the next step suggestions to
improve the heart of terminal services, including updates the marketing concept,
build around the market demand for fine service; the introduction of advanced
functional modules to accelerate new product development and so on. Ultimately to
heart company of terminal services marketing strategy, for example, demonstrates
the importance and necessity of the terminal services, and for the majority of
chemical fertilizer enterprises reference and reference significance.
The research results of the thesis shows not only the terminal services project
construction on the development of heart company the importance of, and further
demonstrates the feasibility of the project; also, it is necessary to improve the service
quality and marketing ability of the project, in order to better promote the
development of heart company and in a certain extent for other enterprises in the
same industry development also reference value.
Keywords:XLX terminal marketing service。