: 近年来，我国出台了一系列政策：“到2020年化肥使用量零 增长行动方案”、“关于打好农业面源污染防治攻坚战的实施意见” 与“全国农业可持续发展规划（2015—2030年）”等。同时，国家 “十三五”生物肥料的发展规划还指明了微生物肥料下一步研发方 向，即加大力度创新一批高效、无污染且具有修复土壤重金属污染能 力的新型微生物肥料，通过科学施放微生物肥料治理土壤污染物，改 良和修复土壤。目前看来，我国的微生物肥料市场发展前景一片大好。 沃土天地公司创立于2001年，坐落于中关村科技园区，研发实力雄 厚共获得26项得发明专利 、1 项实用新型专利 ，并与国内外知名 科研院所建立了广泛的技术合作和科技攻关。在国内同行业享有极高 的知名度和美誉度，北京沃土实验室还是北京市生物肥料行业联盟的 检测实验室。然而，该企过于业重视研发，营销模式过于老旧，难以 适应新环境下的市场竞争，其产品在销售和推广方面都存在很多问 题。 此研究以国家权威机构发布数据和各种期刊、论文为依据，并加 以总结和分析，科学严谨的对我国微生物肥料行业的产品研发情况、 市场总产销情况、行业其他企业总数量和产销量、市场前景等进行了 分析，归纳总结得出了沃土天地公司微生物肥料营销的外部环境；向 沃土天地公司营销部门员工获取企业销售情况、营销部门组织情况、 该企业营销策略等资料，对其进行研究分析，得出了微沃土天地公司 II 的内部环境。然后，根据该企业内部人员自述和我的个人分析，总结 了其营销策略存在的问题。利用SWOT态势分析法，以STP三要素 对该企业微生物肥料展开市场细分，并以市场细分为基础，明确市场 定位。然后根据上述步骤所得结论结合该企业当前实际情况，决定采 用营销管理经典的4P理论，对产品、定价、渠道、促销进行分析， 制定出了最适合该企业的营销策略。 此研究得出如下结论：（1）沃土天地公司微生物肥料应采取差 异性市场营销策略，根据本文对该企业STP细分市场的结论,相应拓 展产品组成品类，更好的适应各种类型客户的各种需求，增加产品的 吸引力，从而增加企业的总体销售量。根据产品的需求情况，采取差 异化定价；根据不同地域的特点，利用网络代理、经销商代理、大客 户直销等多渠道策略。在大力开展多种推广模式的同时，应注重客户 是以农民为主体，微生物肥料的施放过程中具有一定的技术要求，公 司的技术服务一定要及时跟进；（2）该公司应加强营销团队的培养， 制定有效的激励机制，维护好渠道中各代理商的关系，以保障营销策 略能够达到预期目标；（3）现阶段微生物肥料行业当中，大多数企 业过于追求政策项目的短暂利益，忽视了市场需求，导致市场竞争混 乱，严重影响行业发展。随着我国市场化进程不断发展，以及乡村振 兴战略的实施推进，将来只有重视营销管理的企业才更具有发展前 景。本文在为沃土天地公司提供参考策略同时，期望未行业类其他公 司提供有意义的借鉴。 关键词：微生物肥料; 营销策略; 4P营销组合 III RESEARCH ON MARKETING STRATEGY OF VOTO BIOTECH COMPANY MICROBIAL FERTILIZER Xie Liangpei(Business Administration Major) Directed by Liu Yong Abstract: In recent years, China has issued a series of policies: "Action Plan for Zero Growth in Fertilizer Use by 2020", "Implementation Opinions on Fighting the Non-Point Source Pollution Control in Agriculture" and "National Agricultural Sustainable Development Plan (2015-2030 Years) "etc. At the same time, the national "13th Five-Year Plan" development plan for biological fertilizers also pointed out the next research and development direction of microbial fertilizers, that is, intensify efforts to innovate a batch of new microbial fertilizers that are efficient, pollution-free, and have the ability to repair heavy metal pollution in the soil. Fertilizers control soil pollutants, improve and repair the soil. At present, the development prospects of China's microbial fertilizer market are promising. Founded in 2001, Wotutiandi Company is located in Zhongguancun Science and Technology Park. It has strong R & D strength and obtained 26 invention patents and 1 utility model patent. It has established extensive technical cooperation and scientific and technological research with well-known research institutes at home and abroad. It enjoys a very high reputation and reputation in the same industry in China. Beijing Fertile Laboratory is also the testing laboratory of the Beijing Bio-fertilizer Industry Alliance. However, the company pays too much attention to research and development, and its marketing model is too old to adapt to market competition in the new environment. There are many problems in the sales and promotion of its products. IV This research is based on the data released by national authoritative institutions and various journals and papers, and is summarized and analyzed. The market prospects were analyzed, and the external environment of fertile soil microbial fertilizer marketing was summarized and summed up; the sales department of the fertile land company ’s marketing department, the organization of the marketing department, the company ’s marketing strategy and other materials were obtained to study it After analysis, we got the internal environment of Weiwotutiandi Company. Then, according to the company's internal personnel readme and my personal analysis, I summarized the problems in his marketing strategy. Using the SWOT situation analysis method, the market segmentation of the enterprise's microbial fertilizers is carried out based on the three elements of STP, and the market positioning is defined based on the market segmentation. Then based on the conclusions of the above steps and the current actual situation of the enterprise, it is decided to use the classic 4P theory of marketing management to analyze products, pricing, channels, and promotions, and formulate the most suitable marketing strategy for the enterprise. This study draws the following conclusions: (1) Wotutiandi Microbial Fertilizer should adopt a differentiated marketing strategy. According to the conclusion of this article on the STP market segment of the company, the product composition category should be expanded accordingly to better adapt to various types of customers. Various demands increase the attractiveness of products, thereby increasing the overall sales of the enterprise. According to the demand of products, differentiated pricing is adopted; according to the characteristics of different regions, multi-channel strategies such as network agents, dealer agents, and direct sales of major customers are used. While vigorously carrying out a variety of promotion models, it should be emphasized that V customers are farmers, and there are certain technical requirements in the process of microbial fertilizer release. The company ’s technical services must be followed up in time; (2) The company should strengthen the marketing team Training, formulate effective incentive mechanisms, and maintain the relationship between the agents in the channel to ensure that the marketing strategy can achieve the desired goals; (3) At this stage in the microbial fertilizer industry, most companies are too short-term pursuit of policy projects, neglect This has led to chaotic market competition and severely affected industry development. With the continuous development of China's marketization process and the implementation of the rural revitalization strategy, only enterprises that pay attention to marketing management in the future will have more development prospects. This article, while providing a reference strategy for Fertile World companies, expects other companies in the industry to provide a meaningful reference. Keywords: Microbial fertilizer Marketing strategy 4P marketing mix VII 目 录 摘要.....................................................I Abstract...............................................III 第一章 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理论研究基础综述..................................2 1.2.1文献研究综述.................................2 1.2.2国内关于肥料营销策略研究综述.................3 1.3研究意义和内容....................................5 1.3.1研究意义.....................................5 1.3.2研究内容.....................................5 1.4研究方法与研究思路................................6 1.4.1研究方法..................