The Research On Marketing Strategy Of Lrrigation Products Of Netafim Co. In Guangxi

Thanks to the invention of drip irrigation technology, Israel’s advanced agricultural technology not only creates a miracle in desert, but also makes the Israeli agricultural production technology famous all over the world. During July8th to9th,2011, the Water Conservancy Working Conference was held in Beijing firstly by the CPC Central Committee since the foundation of the new China. The meeting made it clear that accelerating the development of the reform of water conservancy is a key and urgent strategic task that related to China’s socialist modernization construction and the long-term development of this nation. This meeting made arrangements for a series of major water issues, and carried out a series of measures to develop water conservancy by leaps and bounds. The meeting also pointed out the water-saving social construction will be the hard constraint of the administration of water environment. During the "12th Five-year Developing Plan" period, the state plans to invest heavily in water conservancy construction, construct100water-saving agriculture demonstration zones all over the country, develop100million mu water-saving agricultural technology promotion area, and rise the production efficiency of irrigation water and natural precipitation by10percent, which create huge market space for the Netafim Co. of Israel and other water-saving irrigation enterprises.The agricultural water-saving irrigation technology develops rapidly in the world when there is a serious shortage of agricultural water in China, with the water using efficiency20percentage lower than developed countries. The droughts recurrently occur all over the country, especially in the southwest provinces, of which Guangxi and Yunnan provinces meet the particularly severe seasonal drought. This implys the potential of water-saving irrigation products in the market is huge. As the world’s largest water-saving micro-irrigation company, how the Netafim Co. use its own technical advantages and seize the current great opportunity to develop water-saving irrigation market in Guangxi is an important research topic. Combining the experience of working on promoting water-saving irrigation technology and selling irrigation equipment in Netafim Co., the author carried out PEST analysis and SWOT analysis on the marketing environment of Guangxi, and rose the marketing strategy that fits the sales of Netafim’s products in Guangxi, which can provide certain reference and inspiration for other provinces in China.