jd农药公司营销策略分析-marketing strategy analysis of jd pesticide company.docxVIP

摘 要当前，我国农药行业面临着加快产业转型升级的重要时期，既面临着难得的发 展机遇，也面临着严峻的挑战。JD农药公司作为国有背景下的中型农药公司，在 其十几年的发展中经历过快速发展时期，然而，在近些年来公司的发展却遇到了 瓶颈：企业的销售业绩连年止步不前，主导产品的利润低，创新产品的市场定位 不准确，渠道布局不合理，渠道管理混乱等问题是影响公司发展的主要问题。如 何利用营销理论解决这些问题并对JD农药公司的营销工作提出指导性的策略对公 司的发展有着重要的现实意义。本文运用了市场营销学的原理和方法对JD农药公司的宏观市场营销环境、外部 行业环境及企业的内部环境进行了研究及分析，找出了企业外部面临的机会和威 胁及企业内部自身的优势和劣势并运用SWOT分析法对这四个因素进行了分析。在 此基础上对JD农药公司进行了市场细分，确定了企业的目标市场并进行了市场定 位。制定了产品、定价、渠道和促销方面的营销策略。最终对这些营销策略的实 施提出了一系列的保障措施。本文对JD农药公司的市场营销有重要的指导意义，同时也可以为农药行业的其 他企业提供参考。关键词：JD 农药公司农药营销策略ABSTRACTAt present, the pesticide industry of our country is faced with rare development opportunity as well as severe challenges in the important period of accelerating industrial transformation and upgrading.As a medium-sized pesticide company with state-owned background, JD pesticide company, in the ten years of development, has experienced a period of rapid development. However, in recent years the companys development has encountered bottleneck. The main problems in the development of the company include: the enterprise sales performance has halted year by year; the leading products produce low profits; the market positioning of innovative products is not accurate; the channel layout is unreasonable; the channel management is disordered. How to use marketing theory to solve these problems and to put forward the guiding strategy for JD pesticide companys marketing has an important practical significance for the companys development.In the paper, a research and analysis on the application of the principles of marketing and methods of JD pesticide company macro marketing environment, external environment and internal environment is discussed. The enterprise exterior opportunities and threats and internal strengths and weaknesses have found out, and the SWOT method is used to analyze these four factors. Hence, the market segmentation of JD pesticide company is made, the target market of the enterprise and the market orientation is identified. Finally, product, pricing, marketing chan