随着经济全球化和我国市场经济的飞速发展，我国农业环保政策也是日趋严格， 而同时农产品价格持续走低、农药市场的疲软，我国大部分农药企业都面临巨大的压 力，进入增长乏力和经营困难的瓶颈。在“十二五”期间，我国对农药产业进行了行 业规划与调整，“十三五”期间国家更是明确规划了产业结构调整目标，倡导我国农 药产业发展要面向集约化方向发展，进一步提升我国农药原药生产的集约化程度，推 进农药领域企业的兼并与重组，降低我国农药行业企业数量，培育具有国际竞争优势 的大型农药集团企业，在此过程中，农药企业如何利用科学的营销策略选择和营销管 理来提升企业竞争力，在激烈的市场竞争中胜出，具有重要的现实意义。 本文针对我国农药企业市场营销活动进行了研究，选取大庆 X 农药公司，在研究 中通过对大庆 X 农药公司的市场营销问题的分析，提出了相应的解决方案，以期提高 大庆 X 农药公司的营销策略。研究共分为三个部分，第一部分，包括绪论和相关理论 概述两个章节，此部分对农药行业面临的营销环境、国内外对于营销理论、4P 理论及 研究现状进行了介绍；第二部分，对大庆 X 农药公司市场营销现状进行阐述，通过调 查问卷的方式找出营销策略存在的问题，具体表现为产品缺乏竞争力、产品价格灵活 性差、营销渠道过于集中和促销手段效果不理想.通过分析,产品策略存在问题的原因 主要是产品研发能力弱、产品结构单一附加值较低、品牌的知名度不高；价格策略存 在问题的原因主要是定价方式单一、缺乏对价格的统一管理；渠道策略存在问题的原 因主要是销售渠道层级设置不合理、渠道控制能力较弱；促销策略存在问题的原因主 要是促销对象的针对性较差、促销方式单一。第三部分，完善大庆 X 农药公司市场营 销策略。产品策略方面公司应提高产品研发能力、实行产品差异化、提升品牌知名 度；价格策略方面应采用灵活多变的定价方式、指派专人进行价格管理；渠道策略方 面应丰富销售渠道、提升渠道控制力；促销策略方面应加强促销的针对性、实行多元 化促销方式。 关键词，农药公司；市场营销；营销策略； 网络营销东北石油大学 MBA学位论文 III Marketing Strategy Research of Daqing X Pesticide Company ABSTRACT In recent years, China’s environmental protection policy is stricter, farm production’s price is lower, the pesticide market is weaker, most of our pesticide companies are struggling to grow and operate. National Pesticide Industrial Plan for the Twelfth Five-Year and the goal of the Thirteenth Five-Year’s plan have pointed out, we will adjust the industrial structure, promote the intensive development of the pesticide industry, increase the concentration of pesticide raw drugs, promote the merger and reorganization of the pesticide enterprises vigorously to reduce the number of pesticide enterprises, and cultivate large agro- pharmaceutical groups that have international competitiveness. In the market competition of the survival of the fittest, whether the enterprises could develop and win first, the formation of competitiveness is particularly crucial. The marketing strategy choice of pesticide enterprises and the important position of the marketing management process have become more and more prominent. This paper studies the marketing activities of Chinese pesticide enterprises and selects Daqing X Pesticide Company as the example. Through the analysis of the marketing problems of Daqing X Pesticide Company, we propose the corresponding solutions to improve the marketing strategies of the company. There are three parts in this paper. Part One includes two chapters on introduction and related theories. This part introduces the marketing environment that the pesticide industry faces, 4P theory and research status about marketing theory at home and abroad; In the second part, the author expounds the current marketing situation of Daqing X Pesticide Company, finds out the existing problems of marketing strategy by means of questionnaire, the concrete manifestation is that the product lacks competitiveness, the product price flexibility is poor, the marketing channels are too concentrated, and the promotion means are not satisfactory. Through the analysis, we found out that the reasons of these problems. In product strategy, the reasons are weak product R&D capabilities, single product structure and low brand awareness; in price strategy, the reasons are single pricing method and lack of unified price management; in place strategy, the reasons are the unreasonable level of sales channel and the weak channel control ability; in promotion strategy, the reasons are the object of promotion is less targeted and the东北石油大学 MBA学位论文 IV promotion method is single. In the third part, perfect Daqing X pesticide company marketing countermeasures. In terms of product strategy, the company should improve its product research and development ability, implement product differentiation, and enhance brand awareness; In terms of the price strategy, the company should adopt flexible and changeable pricing methods and assign special personnel to carry out price management; In terms of place strategy, the company should enrich sales channels and improve control of channels; In terms of product strategy the company should strengthen the pertinence of promotion and implement diversified promotion methods. Keywords: Pesticide company; Marketing; Marketing strategy; Internet marketing目 录 V 目 录 学位论文独创性声明.................................................................................................................I 学位论文使用授权声明.............................................................................................................I 摘要......................................................................................................................................... II ABSTRACT............................................................................................................................III 第 1章 绪 论............................................................................................................................ 1 1.1 研究背景、目的及意义..............................................................................................1 1.1.1 研究背景............................................................................................................1 1.1.2 研究目的............................................................................................................1 1.1.3 研究意义............................................................................................................2 1.2 国内外研究述评.......................................................................................................... 2 1.2.1 国外研究现状....................................................................................................2 1.2.2 国内研究现状....................................................................................................4 1.2.3 国内外研究评价................................................................................................5 1.3 研究内容、方法.......................................................................................................... 6 1.3.1 研究内容............................................................................................................6 1.3.2 研究方法............................................................................................................7 第 2 章 相关理论概述..............................................................................................................9 2.1 市场营销相关理论...................................................................................................... 9 2.1.1 市场营销的概念...............................................................................................9 2.1.2 市场营销策略...................................................................................................9 2.2 农药营销相关理论....................................................................................................11 2.2.1 农药的定义..................................................................................................... 11 2.2.2 农药营销的定义............................................................................................. 12 2.3 网络营销相关理论....................................................................................................12 2.3.1 网络营销的含义............................................................................................. 12目 录 VI 2.3.2 网络营销的优势............................................................................................. 12 第 3 章 大庆 X 农药公司营销策略现状及问题分析...........................................................14 3.1 大庆 X 农药公司概况................................................................................................14 3.1.1 公司基本情况................................................................................................. 14 3.1.2 公司组织结构................................................................................................. 14 3.1.3 公司人力资源情况......................................................................................... 15 3.1.4 销售部管理模式............................................................................................. 16 3.1.5 公司产品销售量............................................................................................. 16 3.2 大庆 X 农药公司营销策略现状................................................................................18 3.2.1 产品策略......................................................................................................... 18 3.2.2 定价策略......................................................................................................... 20 3.2.3 渠道策略......................................................................................................... 22 3.2.4 促销策略......................................................................................................... 22 3.3 大庆 X 农药公司问卷调查及问题分析....................................................................23 3.3.1 问卷调查与分析............................................................................................. 23 3.3.2 营销策略存在的问题..................................................................................... 25 第 4 章 大庆 X 农药公司营销策略问题的原因分析...........................................................27 4.1 产品策略方面............................................................................................................27 4.1.1 产品研发能力弱............................................................................................. 27 4.1.2 产品结构单一附加值较低.............................................................................27 4.1.3 知名度不高..................................................................................................... 27 4.2 价格策略方面............................................................................................................28 4.2.1 定价方式单一................................................................................................. 28 4.2.2 缺乏对价格的统一管理................................................................................. 28 4.3 渠道策略方面............................................................................................................28 4.3.1 销售渠道层级设置不合理.............................................................................28 4.3.2 渠道控制能力较弱......................................................................................... 29目 录 VII 4.4 促销策略方面............................................................................................................29 4.4.1 促销对象的针对性较差................................................................................. 29 4.4.2 促销方式单一................................................................................................. 29 第 5 章 大庆 X 农药公司营销策略的改进策略...................................................................31 5.1 推行科学的产品策略................................................................................................31 5.1.1 提高产品研发能力......................................................................................... 31 5.1.2 实行产品差异化............................................................................................. 31 5.1.3 提升品牌知名度............................................................................................. 32 5.2 科学合理定价............................................................................................................32 5.2.1 采用灵活多变的定价方式.............................................................................32 5.2.2 指派专人进行价格管理................................................................................. 33 5.3 拓展营销渠道 ........................................................................................................33 5.3.1 丰富销售渠道................................................................................................. 33 5.3.2 提升渠道控制力............................................................................................. 34 5.4 丰富促销手段............................................................................................................34 5.4.1 加强促销的针对性......................................................................................... 34 5.4.2 实行多元化促销方式..................................................................................... 35 结 论........................................................................................................................................36