专 业:工商管理

学员姓名:徐嘉明

导师姓名< 顾颖

M公司海外农药市场营销策略分析

学员签名:

导师签名:

摘要

随着经济的不断发展,我国农药的进出口贸易业务规模也在不断扩增。根据有关数

据可知,2013年我国农药出口数额超过1**万吨,贸易额为92亿美元。从当前国际形

势来看,经济全球一体化趋势持续加剧,必须对于M公司的经营现状有清醒的认识,

并结合国际农药行业的变化情况来合理规划市场营销战略,才能够面对日益剧烈的国际

竞争。

本文运用PEST分析方法、五力模型分析方法以及SWOT分析方法,对M公司海

外农药市场面临的内外部环境进行了分析。并运用STP分析方法,对M公司海外农药

市场营销策略进行了市场定位:M公司应当积极研究和制定更加灵活的市场营销策略,

不仅要确保东南亚产品市场的稳步推进,更要深入挖掘拉丁美洲和非洲等国家的市场潜

力,进一步提高产品在国际市场上的竞争力,积极探索多元化的产品出口模式。以此为

基础,本文从产品、渠道、价格、促销四个方面制定了 M公司海外农药市场的营销策

略。产品策略包括:确保对于产品的规范化管理,针对市场要求实施产品差异化策略,

进一步提高品牌含金量。定价策略应当结合市场需求,灵活调整。渠道策略包括:合理

控制产品销售渠道,减少对大型客户的依赖积极挖掘新客户。促销策略包括:不断培养

工作人员的市场营销意识,妥善利用各种国内和国际产品产销会推广产品,利用多种宣

传途径提高产品知名度,加强与客户的联系,广泛开展市场调研。

本论文进行旳M公司国际市场营销策略研究,对于M公司的国际市场营销工作具有

较强的指导和应用意义;同时,对于希望参与并扩大国际市场的众多农药出口企业都具有

一定的借鉴和参考价值。

【关键词】农药,海外市场,SWOT分析,营销策略

【研究类型】应用研.究

Title: Analysis of the marketing strategy of overseas pesticide market of M

company

Specialty: Business Administration

Name: Xu Jiaming

Tutor: Gu Ying

Signature:

Signature:

Abstract

With the constant development of the economy, China's import and export

business of pesticides is also continuously growing. According to relevant data,

China's export amount of pesticides reached 1.8 million tons in 2013 and the

trade volume was 9.2 billion US dollars. Judging from the current international

situation, the economic globalization is continuously deepening. Therefore, only

by having a clear awareness of the current operating state of M company and

rationally planning the marketing strategies per changes happened to the

international pesticide industry can M company better cope with the

international competition which is becoming more and more intense.

Using the PEST Analysis Method, the Five Forces Model Analysis Method

and the SWOT Analysis Method, the paper analyzes the internal and external

environments that the overseas pesticide market of M company faces. Besides,

the STP Analysis Method is applied to position the marketing strategies for M

company when it comes to its overseas market: M company should actively

research and formulate more flexible marketing strategies, not only should it

ensure steady progress on the Southeast Asian market but also exploit market

potentialities in countries in Latin America, Africa etc., further improve the

competitiveness of its products on the international market and actively explore

diversified export models. Based on that, the paper makes marketing strategies

for M company' s overseas market from four aspects, namely product, channel,

price and sales promotion. Product strategies include ensuring a standardized

management of products, implementing differentiation strategies according to

market requirements and further improving the brand value. The pricing strategy