A Marketing Strategy Study On Green Pesticides Of Shandong Xing He Crop Company

As an essential piece in China's agriculture,pesticides play an indispensable role in high production of agriculture protection from harms of crop disease,pests,weeds and rodents.It also contributes significantly to agricultural production assurance,ecosystem protection,comprehensive production capability improvement in agriculture,grain output growth and income increase for farmers.As the growth of the economic level,the food safety problem has attracted widespread attention.Consumers are no longer chasing cheap food,and the rise in earnings has inspired them to pursue and buy healthy,organic,organic,green foods,and consumer demand for green food is increasing.With the progress of science and technology,especially the rapid development of network technology and popularization,the green consumption has gradually become a consumer trend of the present,stimulated the enthusiasm of farmers into green planting,unlimited business opportunities for the development of Internet business of pesticide.The competition in the pesticide industry is becoming more and more fierce.At the same time,due to the adjustment and upgrading of domestic and foreign industrial structure and the release of environmental protection policies,green and environment-friendly green pesticides meet the national policy needs and industrial development needs.In the context of the surging demand for green consumption and the development of ecological agriculture and Internet +,green pesticides have a broad market prospect.Using the theory of management and marketing,this paper adopts PEST and SWOT analysis,and obtains its advantages,disadvantages,opportunities and threats by analyzing the macro environment and micro-environment of green pesticide business of Shandong Xing He Crop Company.In view of the development status and marketing problems of green pesticide business of Shandong Xing He Crop Company,based on the successful experience of green pesticide marketing of foreign companies,this paper aims to protect the ecological environment as the business philosophy,and take consumer green consumption as the center and starting point.In this way,the green pesticide marketing strategy of Shandong Xing He Crop Company is established,and corresponding protection measures are put forward to meet the green demand of consumers,so as to realize the sustainable development of the company's green pesticide.First of all,the company established the overall train of thought on the development of the green pesticide business: emphasis on customer as the center set up a complete after-sales service system,and put forward based on Internet technologies to construct a new model of win-win cooperation.Secondly,through the investigation and analysis of the market,Shandong Xing He Crop Company chose the differentiation marketing strategy,On the one hand,the firm has been remarketing the market in terms of its location and demand,the size of the farmers and the ability to withstand the risk,and to find the four target markets of the northeast,north and central and south China,which are suitable for the green pesticide business;On the other hand,the four main target markets are again divided and selected so as to define the specific market position,which is divided into the three customer groups of the large-scale planting base,the peasants cooperative and the normal peasant household.In addition,Shandong Xing He Crop Company carries out the marketing of green pesticide business in four aspects,including product strategy,channel strategy,price strategy and promotion strategy.The firm has developed a variety of products,a higher service quality and a product strategy for building a brand;It establish a channel strategy for maintaining traditional channel,strengthening retail channels and energetically building channel;The price strategy is designed to balance cost,customer demand and discount;It establish promotion strategies include promotion,advertisement promotion,business promotion and public relations.In the end,Shandong Xing He Crop Company,in order to guarantee the smooth implementation of marketing strategy,put forward the safeguard measures from four aspects: organization,personnel,finance and technology.This study is not only helpful for the marketing of green pesticide in Shandong Xing He Crop Company,but also has certain reference value for the marketing strategy of green pesticide of similar enterprises.