Diagnostic Report On Marketing Strategy Of High Efficiency Urea

Chemical fertilizer,as the "grain",has played a key role in increasing agricultural production and ensuring national food security.However,in China,there is a widespread application of fertilization,fertilization method is not scientific,and the scientific and technological content of the fertilizer product itself is not high effective utilization rate is low,resulting in low input output,waste of resources,environmental pollution and other adverse consequences.In order to raise the utilization rate of fertilizer,reduce the unreasonable investment,reduce the environmental pollution,and promote the sustainable development of agriculture,the Ministry of agriculture proposed the "zero growth action plan" to the fertilizer use in2020.And one of the most important way: to guide the optimization and upgrading of fertilizer products,and vigorously promote the efficient use of new fertilizers,from technical means to improve the utilization of chemical fertilizer,reduce the use of total fertilizer.In addition,after the reform and opening up,China's nitrogen fertilizer industry has been rapid development,has now grown into the world's largest fertilizer producer and consumer countries.Due to the serious domestic nitrogen fertilizer production,the product is single,homogeneous serious,long-term downturn in the market,the majority of enterprises started to start,the loss is constantly expanding.Henan xinlianxin fertilizer Co.,Ltd.,as the leader of the nitrogenous fertilizer industry in China,in recent years,positive response national call,follow the development trend of the market,enterprise development on the implementation of the transformation and upgrading of,strengthen and in-depth cooperation with domestic and foreign high-end R & D institutions,innovation launched hit the water film and control lost,humic acid,cumulative net series,urea,vigorously promote the transformation of marketing,service upgrade strategy,in agricultural market and actively promote,and achieved good economic and social benefits.However,due to the promotion of new products,marketing model is still in the stage of development,in the product,pricing,channel,brand,promotion,service and many other aspectsalso exist many problems,restricting the rapid increase in sales.After in-depth market investigation,this paper expounds the current marketing status and problems of heart linked high efficiency urea in detail,including: first,there are certain defects in the marketing combination,the pricing mechanism is not perfect,the quality of the channel construction and the coverage are not high,the promotion attraction is insufficient,and the second brand communication is not enough,After lack of standard mode of agro chemical service and rapid expansion of marketing team,personnel quality,mechanism flow and management mode of marketing management can not keep up.At the same time,according to the existing problems and reasons,the author puts forward some specific suggestions and measures for the marketing combination,brand building,agricultural service and marketing management.The research of this paper has clarified the marketing improvement ideas of the next step of high efficiency urea,and also provides reference and reference for other enterprises to promote new products.