【正文】 e. Secondly, set up a high diathesis troop for service. Thirdly, setup rational demonstrationpot in objective market as an example to radiate circumjacent area. Fourthly, organize small unit of ag service go to countryside to develop some service such as measuring land, matching pound fertilizer and giving publicity to new product. Finally, set up consultation support for user at any time.Price StrategyIn our factory the market price of pound fertilizer should be pitched at a middle or high price level. Our price could have a little lower than domestic good trademark, but must higher than other trademarks and the price from other enterprise across the whole Xinjiang to pop out the advantages of our trademark and regional predominance.At the same time, in order to go in for most marketable share, we should give attention to two or more things from developing the scale of pound fertilizer market.On the basis of franchisee, secondary wholesaler and thirdclass retailer, the general system of whole distribution price, exwork price, trade price, group trade price and retail price should be established by supervisor of sale network, which could guarantee corresponded profit for every tache of whole network. In practice, we could set up a supervisory organization of all user in Xinjiang market by our factory to e on a suit of price, a system of market supervision, which could randomly go on a tour of market inspection at pound fertilizer midseason and establish a relationship of negotiation and supervision to keep stabilization of market.On the other side, the demanding of pound fertilizer in low season and midseason is very observably as the using season of Xinjiang pound fertilizer is very short. According buying winter store, associating store and sale, store and sale by self, we could reach the best benefit.Channel StrategyAt first, in Xinjiang we could chose the important region and bureau corps of yielding construction as the basic market and put up alloriented operating by means of franchiser and merchant.The length of channel: franchiseewholesalerretailer.The width of channel: we could adopt different width according to characteristic of every fractionized market. Depending on franchisee, we could set up different wholesaler, which only allow one in every single market. Through this method, the retail terminal of country and group in this area could be covered with merchant in maximum.Secondly, we need set up ourselves terminalnetwork of pound fertilizer, which should tally with china characteristic. That is setting up service system with sales channel and relevant organization such as logistic service center to represent UPC to serve for different franchiser and user . Sales Promotion StrategyThrough analyzing the diathesis, living scope and practice of media contacting of farmer, we think the promotion of pound fertilizer could be set about from thereinafter factors:The salesman should have an interview with franchiser and retailer periodically and chose influential or large family to help them plant representative field, then follow the track of planting effect in time. Meanwhile we should choose appropriate time and avail country of basic electric teaching to organize living foster and resolving by farming experts.During the time of extending, we should give public advertisement depending on corps system or local TV station in all level region or farmer and economic information service channel. on the scope of farm product market and store of distributing center, we need look out for properly located store on the basis of unitive signboard or lampbox on important farm market or trunk road . Taking use of huge slogan on the farm road.Pasting placard of pound fertilizer on microbus or auto bike taxi or cycle car taxi and donating culture vest marked with wording of pound fertilizer.selecting sales midseason or date of going to market to organize multiactivity of sales promotion and donating small ad presents for farmer.The article mainly is established in theory and practice and emphasize on operating. I wish it would have a significant reference for the promotion of pound fertilizer of UPC.第一章 概 述中國是一個(gè)擁有13億人口的農(nóng)業(yè)大國，用世界7%的耕地面積養(yǎng)活世界22%的人口，糧食問題一直是中國生死攸關(guān)的大問題，而化肥被譽(yù)為是糧食中的“糧食”。本文立足于理論和實(shí)際相結(jié)合，強(qiáng)調(diào)可操作性。③在農(nóng)資市場內(nèi)和集散地的門店范圍內(nèi)，物色地理位置較好的門店、經(jīng)銷烏石化復(fù)合肥的商家，統(tǒng)一制作門招，并在新疆各重點(diǎn)區(qū)域農(nóng)資市場、交通干道和各配送服務(wù)中心旁邊建設(shè)戶外路牌、燈箱。形成與渠道中心軸平行的市場服務(wù)、監(jiān)督管理系統(tǒng)。 渠道寬度。在實(shí)際運(yùn)作中，可由烏石化牽頭，聯(lián)合新疆各用戶建立一個(gè)市場監(jiān)督機(jī)構(gòu)，相互協(xié)商出臺(tái)一套價(jià)格、市場監(jiān)督制度，在用肥旺季到來時(shí)不定時(shí)進(jìn)行市場巡查，相互之間形成協(xié)商、監(jiān)督的關(guān)系，以此來保持市場的穩(wěn)定。二、價(jià)格策略烏石化復(fù)合肥產(chǎn)品的市場價(jià)格定位應(yīng)堅(jiān)持定位在中高價(jià)位上，烏石化復(fù)合肥略低于國內(nèi)品牌較好的復(fù)合肥，但價(jià)格一定要高于其他品牌及新疆復(fù)合肥企業(yè)生產(chǎn)的復(fù)合肥的價(jià)格，以突出品牌優(yōu)勢和地緣優(yōu)勢。二是建立一支高素質(zhì)的農(nóng)化服務(wù)隊(duì)伍。在品牌上，烏石化復(fù)合肥仍使用“天池”商標(biāo)，可以充分發(fā)揮“天池”的品牌優(yōu)勢，大大降低復(fù)合肥的銷售成本，增強(qiáng)市場競爭力。而糧食播種面積不會(huì)發(fā)生大的變化，要滿足不斷增加人口對(duì)糧食的需要，除培育良種及科學(xué)種植外，將主要靠增加化肥投入，從而提高作物單產(chǎn)來實(shí)現(xiàn)。④化肥的需求總體上是一個(gè)穩(wěn)定略增的態(tài)勢。文章通過對(duì)世界化肥發(fā)展的總體趨勢的分析，認(rèn)為隨著農(nóng)業(yè)生產(chǎn)向著科學(xué)化、集約化的發(fā)展，農(nóng)業(yè)經(jīng)濟(jì)形勢愈來愈好。目 錄第一章 概 述.............................................1第二章 復(fù)合肥企業(yè)營銷環(huán)境分析............................4第一節(jié) 宏觀營銷環(huán)境分析...............................4一、化肥工業(yè)的發(fā)展趨勢..............................4二、需求分析........................................6三、政治、經(jīng)濟(jì)因素分析...............................9四、人口因素分析...................................12五、加入WTO后對(duì)復(fù)合肥市場的影響分析................12第二節(jié) 行業(yè)營銷環(huán)境分析..............................14一、潛在入侵者的威脅...............................15二、現(xiàn)有競爭對(duì)手...................................15三、代用品的威脅...................................20四、供應(yīng)者討價(jià)還價(jià)能力.............................20五、購買者討價(jià)還價(jià)能力.............................21第三節(jié) 烏石化復(fù)合肥營銷內(nèi)部環(huán)境分析..................21一、優(yōu)勢...........................................21二、劣勢...........................................22三、機(jī)會(huì)...........................................23四、威脅...........................................24第三章 產(chǎn)品策略.........................................25一、產(chǎn)品...........................................26二、品牌...........................................27三、包裝...........................................28四、服務(wù)...