Marketing Strategy Research Of Daqing X Pesticide Company

In recent years,China's environmental protection policy is stricter,farm production's price is lower,the pesticide market is weaker,most of our pesticide companies are struggling to grow and operate.National Pesticide Industrial Plan for the Twelfth Five-Year and the goal of the Thirteenth Five-Year's plan have pointed out,we will adjust the industrial structure,promote the intensive development of the pesticide industry,increase the concentration of pesticide raw drugs,promote the merger and reorganization of the pesticide enterprises vigorously to reduce the number of pesticide enterprises,and cultivate large agropharmaceutical groups that have international competitiveness.In the market competition of the survival of the fittest,whether the enterprises could develop and win first,the formation of competitiveness is particularly crucial.The marketing strategy choice of pesticide enterprises and the important position of the marketing management process have become more and more prominent.This paper studies the marketing activities of Chinese pesticide enterprises and selects Daqing X Pesticide Company as the example.Through the analysis of the marketing problems of Daqing X Pesticide Company,we propose the corresponding solutions to improve the marketing strategies of the company.There are three parts in this paper.Part One includes two chapters on introduction and related theories.This part introduces the marketing environment that the pesticide industry faces,4P theory and research status about marketing theory at home and abroad;In the second part,the author expounds the current marketing situation of Daqing X Pesticide Company,finds out the existing problems of marketing strategy by means of questionnaire,the concrete manifestation is that the product lacks competitiveness,the product price flexibility is poor,the marketing channels are too concentrated,and the promotion means are not satisfactory.Through the analysis,we found out that the reasons of these problems.In product strategy,the reasons are weak product R&D capabilities,single product structure and low brand awareness;in price strategy,the reasons are single pricing method and lack of unified price management;in place strategy,the reasons are the unreasonable level of sales channel and the weak channel control ability;in promotion strategy,the reasons are the object of promotion is less targeted and thepromotion method is single.In the third part,perfect Daqing X pesticide company marketing countermeasures.In terms of product strategy,the company should improve its product research and development ability,implement product differentiation,and enhance brand awareness;In terms of the price strategy,the company should adopt flexible and changeable pricing methods and assign special personnel to carry out price management;In terms of place strategy,the company should enrich sales channels and improve control of channels;In terms of product strategy the company should strengthen the pertinence of promotion and implement diversified promotion methods.