Research Of Marketing Tactic Of Haoyuan Chemical Industry Chemical Fertilizer

Anhui Haoyuan Chemical Industry Co., Ltd (Haoyuan Company) is a relatively large chemical fertilizer manufacturer in Anhui Province. Currently, in the situation of international and domestic chemical fertilizer market with cut-throat competition, after experiencing rise substantially in first half-year, chemical fertilizer field goes through a normal price heavy slump caused by financial crisis in second half-year. By the end of 2008, more than 40 carbamide enterprises and about 100 ammonium bicarbonate enterprises stop the production. The start production rate of phosphate Fertilizer Company is no more than 50% in nation-wide; 15.6 billion Yuan is lost in the whole field, chemical fertilizer industry experiences a difficult position never met before. Since 2008, many measures about fertilize financial rescue and reforms are promulgated tightly, all these are beneficial to the enterprises. The key problem of the chemical fertilizer company to meet is how to catch the opportunity, evade the risk, and seek the existing and developing space.The Paper analysis the main problems existing in Chemical fertilizer marketing and other sides of Haoyuan Company at present; confers on the marketing countermeasures the company should take. The first chapter mainly expounds the background of choosing the topic, meaning, and train of thought, innovative point and the paper's structure arrangement. The second chapter chiefly elaborates the related marketing theory are used in the process of research chemical fertilizer marketing tactic. The third chapter mainly states international chemical fertilizer developing situation, the main problem of our chemical fertilizer field exist, and the basic actual state of our chemical fertilizer circulation system. The fourth chapter mainly analysis on Haoyuan Company's marketing environment. The analysis is began with the macroscopic environment and microcosmic environment of Haoyuan Company chemical fertilizer marketing, use advantages and disadvantages to analysis and estimate the enterprise's present situation, through analysis the opportunities and risk the Haoyuan Company meet to appraise the enterprise's developing environment. Through the environment analysis, the fifth chapter summarizes and brings up the main problem existed in Haoyuan chemical fertilizer marketing: Lacking of marketing tactic, lack of effective marketing association device, not enough in dealers control force, not strong in brand consciousness ,and sale sense. The sixth chapter addresses the strategy to solve the problems existing Haoyuan marketing: (1) establish marketing concept, set up correct sale's strategies; (2) strengthen the prospective study, improve market foresight farsightedness; (3) Adopt consultative selling, improve selling quality; (4) deepen agriculture chemical fertilizer service, improve customers'satisfy degree; (5) establish fixed price model, flexibly using price tactic.