Inner Mongolia Yongye Nongfeng Biotechnology Co., Ltd. "reverse Marketing" Model Research

Five chapters are included in this thesis.The first chapter is the introduction,includes background,purpose and significance of the selected thesis,and the research methods and content.Second Chapter describes current development of Yongye Nongfeng,its history,current status and influences from national policies benefiting agriculture industry.In the third chapter,marketing strategy analysis of Yongye Nongfeng,describes the analysis of external market environment,analysis of internal competition ability including county level distributers’ inventory absorption ability,branded retailers’ retail competence,resources and technology advantages,business model advantages,brand superiority of capital and media as well as the channel dominance,and the overall marketing strategy,the necessary to implement "treat customers the same as employees" policy.Connotation of the fourth chapter is"reverse marketing",includes four sections,present case samples of "treat customers the same as employees",the business logic of "treat customers the same as employees" marketing strategy,detailed explanation of the "treat customers the same as employees" policy as well as the policy’s market feasibility.The fifth chapter describes the implementation of the "reverse marketing" strategy,five sections expound the normalization of strategy and tactics,breakup of geographical restrictions on customers’ selection,utilize financial leverage to ease capital pressure,implementation principles of "treat customers the same as employees" policy,and the thesis’ conclusion and outlook comes in the end.