Research On New Fertilizer Marketing Strategy Based On Core Competence

With the development of modern agriculture and the low-carbon economy, new fertilizers was welcome by more and more people of all ages.Efficient and environmental friendly is the biggest highlight of such fertilizers.The First Central Document clearly point that we should develop the new fertilizers and new agriculturalproducts. By actively developing new fertilizers,in order to break the bottleneck of resources and market and promote the sustainable development of Agriculture.Our research and development of new fertilizers in terms of a late start.Many companies’fertilizer products with the features of homogenization has no selling,farmers as the end consume for fertilizer industry, do not have the superiority in the individual quality of science and technology, to accept new things.As the traditional marketing model behind the low quality of the marketing team, high-tech knowledge can not be vivid, plain technology, coupled with enough publicity, lack of knowledge of farmers, can not easily be accepted, resulting in a lower level of industrialization of new fertilizers.At present, Our new fertilizer enterprises are mainly small and medium sized private enterprises, there are more than 2,000, accounting for 25 percent of China’s total fertilizer production enterprises. In the sales environment of opportunities and challenges coexist, the research of how to achieve breakthroughs in the fierce competition in the market, create brand, sell and sales, is a new type of every fertilizer business should consider. This paper argues that there is a need to further understand the business development process to find the core competitiveness of enterprises. Based on the core compentence,making the company’s business strategy. The fertilizer limited liability company of Shandong Quanlin JIAYOU as the nation’s largest fulvic acid fertilizer production base, with the only one using natural plant stalks, through industrialization processing system operating procedures fulvic acid product advantages in new fertilizer industry scale gradually under the expansion, the market is more competitive situation, in order to continue to maintain and expand the competitive advantage of JIAYOU fulvic acid products, Optimization of the marketing organization structure and develop a set of marketing strategy based on the core competitiveness of fulvic acid product is particularly important.Therefore, based on the address of the new fertilizer sales situation, sales environment and sales strategy of the fulvic acid fertilizer of Shandong Jiayou Fertilizer Inc., this paper intends to find out what core competence this company has and help it to observe its strength and weakness to take the market chance and face the threats. It means a lot for the company to study the sales issue, because in this way they can make their sales strategy more workable. The first chapter introduces the background and the significance of the theme selection,the research methods and the domestic and foreign theory research outcomes on the company core competence and sales strategy; the second chapter mainly analyzes the competence environment in China and surveys the sales situation and issues of the new fertilizer; the third chapter tries to demonstrates the core competence of the this company’s fulvic acid fertilizer by focusing on the analysis of the environment inside the company and SWOT analysis.The forth chapter brings out product sales strategy according to the company’s core competence in four perspectives: product,price,pipeline and promotion. The fifth chapter focuses on the complete organization guarantee which makes sure the sales strategy of the company’s fulvic acid fertilizer work effectively to profit the company as well as the whole new fertilizer industry.