Research On Optimization Scheme Of X Company’s Marketing System Integration

Since 2014,with the domestic fertilizer industry overcapacity intensified,the state on the agricultural industry preferential policies gradually abolish,the decline in food prices and other factors led to shrinking demand for agricultural fertilizer market,fertilizer industry competition has become increasingly fierce,the past marketing idea and organization model is difficult to adapt to the new situation of competitive pressure.Therefore,how to quickly enhance the market competitiveness of enterprises,especially marketing force has become increasingly urgent.X company is the fertilizer plant in 1969,experienced the fertilizer industry from the planned economy to the market economy course,from the state-owned enterprises to private restructuring,has experienced the whole process reform of China’s fertilizer industry market.But the long-term formation of urea,fertilizer two marketing systems each battle,team culture,basic quality,business operations have a great contrast,and always can not form a joint effort.The current X companies need to integrate and optimize the urea and compound fertilizer business,in order to achieve resource sharing,efficiency,business complementary purposes.In view of this situation,this paper from the actual needs of enterprises and the market for the X company to provide marketing system integration optimization reference program.This paper take the background of the combination of fertilizer industry background and the main competitor marketing team as the starting point,after the clearing of X company marketing system integration and optimization of the purpose and significance of the study,from the X company profile,as well as the marketing system history and status of a detailed analysis,Through the analysis of the advantages,disadvantages,opportunities and threats of X company marketing system by using SWOT analysis tool,it is concluded that the optimization and optimization of X marketing system is very necessary and feasible.After confirming the goals and ideas of the integration and optimization,the paper analyzes the changes of the organizational structure of the marketing system and the change of the duties,and then derives the optimal design of the marketing system business process.And then through the X company integration and optimization of the marketing system team performance and performance appraisal series of measures to conduct a detailed analysis,and multi-brand,multi-category,multi-channel business management system in-depth elaboration.In order to achieve the X company marketing system integration and optimization smoothly,and then carefully study the company to develop a step-by-step plan and supporting support system.Through the analysis of "233" project marketing system integration and optimization of the step by step plan,as well as information platform support system and improve the sound logistics support system for the marketing system integration optimization to achieve a detailed route and complete supporting support.And ultimately the formation of in-depth and detailed program research content.The conclusion of this paper is that the optimization and improvement of the efficiency of the marketing system of X company can bring the obvious efficiency and benefit to the enterprise.It is expected that this paper will provide a useful reference for the integration and optimization of the sales system of the fertilizer industry.