| As an important agricultural resource for fanners to improve their production and income, agricultural chemical is quite an important factor to solve China's so-called "three agricultural issues" - agriculture, rural areas and farmers and to stabilize the agricultural production.However, agricultural chemical marketing and sales is now confronted with continued reforms as a result of fast development of the agricultural chemical industry, fiercer market competitions as well as the distinctive characters that agricultural chemical products have.In one hand, laws and regulations to oversee the agricultural chemical market are getting optimized. Large mergers and acquisitions as well as reorganizations among agricultural chemical enterprises are becoming a major trend. On the other hand, fanners' consumption behavior is becoming more and rational as they are improving their level of competence.Exposed to new business environment, the outdated marketing maneuvers are difficult to find market niches. Innovation on marketing and sales will become a decisive role to ensure the survival and development of agricultural chemical enterprises.Focusing on two innovative marketing and sales subjects --"To meet farmers demand; To help farmers increase their income" and "Customer-orientation", the article devotes itself to a systematic analysis from both theoretic and practical ways. The analysis combines the successful marketing and sales experience from companies both home and abroad and the research on current rural market environment and studies on fanners' consumption psychology and behavior.Speaking things in marketing and sales perspective, the article depicts the connotations and real meaning of the marketing and sales in the rural market under the new circumstances.From a handful of aspects such as the management of enterprises strategies,marketing and sales theory, network construction and consumption psychology, the article raises constructive proposals and corresponding suggestions, including the formulation of marketing and sales strategies, brand construction, marketing and sales patterns and circulation channels.The article also combines real cases while conducting analysis and summarization.By doing this, the article is endeavoring to hammer out marketing and sales patterns under the new business environment that could not only ensure the development of agricultural chemical enterprises and meet the consumers' demand, but also make contributions to the innovation on agricultural chemical marketing and sales.The whole article is divided into five parts. In the first part, we present our studding aim and task.After an comprehensive analysis on the challenges and opportunities of the agricultural chemical industry under the new circumstance, the third part states that there are many important issues in agricultural chemical marketing and sales. And according to the market situation and environment, it suggests that agricultural chemical enterprises should enhance their work on the formulation of business strategies and a better planning for their products. The third part also elaborates other subjects such as the patterns and management of the marketing and sales channels for agricultural chemical. |
