Study On Marketing Strategy Of Agricultural Film Of Corporation S In Beihai Market

Agricultural film covering cultivation technique is a rapid,high yield of agricultural productive measures.Since 1979,China began to test application and promotion of agricultural film technology;it played an important role in agricultural production efficiency.At present,our country’s production of agricultural film and covering area is the world’s first,covering area of mulch is 380 million mu and it is the sum of all other countries in the world by 1.6 times.China is a big country of agricultural film’s production and using.The rapid development of agricultural film industry makes agricultural scale;intensive management and industrial production of agricultural products become reality.Corporation S accessed to Beihai market in 2014,it has a sales network that meets the market demand at present.Because the great demand for agricultural films,there are many brands and dealers,the market competition is fierce in Beihai.Corporation S needs effective marketing strategy as a support to survive in this fierce competitive environment.To know the research results that have been obtained by predecessors,we read other research literature about agriculture material.Under the guidance of marketing theory,this paper analyzes the macro environment such as politics,nature,technology,society and micro environment such as company management,staff’s quality,financing capacity,customer and competitor relations of corporation S.Through the method of SWOT,we can know the advantages,disadvantages,development opportunities of corporation S.And then uses STP method to subdivide the agricultural film market in Beihai,determines the target market and its location in Beihai market,then makes improvement suggestions on that basis.Finally,makes suggestions such as improving the packaging strategy and the brand strategy of the product;using differential price and quantity discount;extending the sales channel and using differential products to maintain different channel;increasing the promotion method;improving the complains and after-sales service;establishing a customer relationship management system.Expects by using these series of improved marketing strategies implementation,corporation S can find new ways to get out of the fierce market competition and get its sustainable development.