【正文】 rent 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”。競爭的加劇和需求內(nèi)涵的改變都對化肥生產(chǎn)企業(yè)提出了更高的要求。我國化肥行業(yè)進(jìn)行調(diào)整已勢在必行。品種要多。根據(jù)市場調(diào)查，目前新疆各口岸無進(jìn)口三元復(fù)合肥，市場也沒有進(jìn)口的三元復(fù)合肥銷售。特別是近兩年化肥市場轉(zhuǎn)旺，更提高了生產(chǎn)企業(yè)建立自己銷售網(wǎng)點(diǎn)的興趣，他們一方面增強(qiáng)了對貨源和市場的控制力，另一方面加大品牌的宣傳力度，將資源優(yōu)勢和網(wǎng)絡(luò)優(yōu)勢結(jié)合起來，大大提高了企業(yè)的經(jīng)濟(jì)效益。打假部際協(xié)調(diào)小組按照工作計(jì)劃，多次組織了市場抽查和檢查，使化肥的流通秩序有所好轉(zhuǎn)，坑農(nóng)害農(nóng)的現(xiàn)象逐步減少。尿素的品牌作用下降，主要有三個(gè)方面的原因：一是尿素產(chǎn)品自身特性造成的。根據(jù)加入WTO我國所做的承諾，化肥關(guān)稅配額和非國營貿(mào)易比例為:尿素:配額基期準(zhǔn)入量130萬噸，期末330萬噸，每年不少于10%的關(guān)稅配額安排非國營貿(mào)易企業(yè)代理進(jìn)口；磷酸二銨:配額基期準(zhǔn)入量540萬噸，期末 690萬噸，第一年不少于10%的關(guān)稅配額安排非國營貿(mào)易企業(yè)代理進(jìn)口，以后每年增加5個(gè)百分點(diǎn)，最終非國營貿(mào)易進(jìn)口比例達(dá)到49%；復(fù)合肥:配額基期準(zhǔn)入量270萬噸，年增長率5%，第一年不少于10%的關(guān)稅配額安排非國營貿(mào)易企業(yè)代理進(jìn)口，以后每年增加5個(gè)百分點(diǎn)，最終非國營貿(mào)易進(jìn)口比例達(dá)到49%。新建裝置的產(chǎn)能若低于20萬噸/年，則在原料購入、資源及規(guī)模上必然處于劣勢，所以，新建裝置的規(guī)模一般至少應(yīng)在30萬噸/年以上。表26新疆專用肥廠家統(tǒng)計(jì)表 單位:萬噸（實(shí)物量）序號廠家產(chǎn)能廠址生產(chǎn)狀態(tài)1烏魯木齊天山專用化肥廠3北疆2烏魯木齊專用化肥廠(新春化肥有限公司）10北疆3烏魯木齊縣大地窩堡鄉(xiāng)二大隊(duì)化肥廠2北疆4烏魯木齊特力稀土肥料開發(fā)有限公司3北疆已停產(chǎn)5米泉市新華復(fù)合肥廠1北疆6米泉廈華復(fù)合肥廠10北疆7新疆化肥廠專用肥廠3北疆8新疆明達(dá)復(fù)合肥廠3北疆9新疆地豐磁化復(fù)合肥廠10北疆已停產(chǎn)10新疆農(nóng)科專用肥料開發(fā)有限責(zé)任公司3北疆11新疆農(nóng)資專用肥廠8北疆12烏魯木齊石化總廠15北疆13阿克蘇地區(qū)農(nóng)資公司復(fù)合肥廠10南疆14石河子正義化肥廠10兵團(tuán)15博樂精河專用肥廠2北疆16農(nóng)五師102團(tuán)復(fù)合肥廠1兵團(tuán)已停產(chǎn)17喀什市農(nóng)資公司金色滿復(fù)合肥廠10南疆已停產(chǎn)18烏魯木齊八家戶復(fù)合肥廠7北疆19烏魯木齊華新有機(jī)復(fù)合肥廠5北疆合計(jì)123進(jìn)入門檻低促成了復(fù)混肥行業(yè)的快速增長，但問題也出在這里。所在在目前的復(fù)合肥市場上，很多不法廠家靠摻雜使假、以次充好、虛假標(biāo)志發(fā)了財(cái)。磷酸一銨作為農(nóng)用物質(zhì)，以農(nóng)資公司的渠道進(jìn)疆，這樣運(yùn)價(jià)可采用鐵路運(yùn)輸2號運(yùn)價(jià)，可大大降低磷源的運(yùn)輸成本；同時(shí)，新疆毗鄰哈薩克斯坦，阿拉山口口岸可以直達(dá)運(yùn)輸，哈薩克斯坦磷酸一銨磷含量高在51%以上，進(jìn)口價(jià)格在每噸145～175美元。利用多年來已馳名國內(nèi)的“天池牌”商標(biāo)的品牌形象和烏石化的良好信譽(yù)，可以大大降低復(fù)合肥的銷售成本，增強(qiáng)市場競爭力，能較好、順利地將高濃度三元復(fù)合肥覆蓋市場。對高濃度復(fù)合肥裝置進(jìn)行技術(shù)改造符合國家產(chǎn)業(yè)政策；農(nóng)業(yè)種植結(jié)構(gòu)的高速也對發(fā)展復(fù)合肥有利。兵團(tuán)以棉花和糧食為主，同時(shí)種植有部分油料等經(jīng)濟(jì)作物。在烏石化復(fù)合肥的推廣上市期，應(yīng)將其目標(biāo)市場定位在新疆各地州市和兵團(tuán)范圍內(nèi)。三、機(jī)會目前，國內(nèi)每年要進(jìn)口200多萬噸高濃度復(fù)合肥，加上中小企業(yè)生產(chǎn)的600萬噸低濃度復(fù)合肥來滿足市場需求，因此高濃度復(fù)合肥市場需求有相當(dāng)大的空間。品牌戰(zhàn)略和營銷網(wǎng)。由于烏石化總廠非上市部分(總廠)與上市部分(核心業(yè)務(wù))緊緊相鄰，上市部分(核心業(yè)務(wù))現(xiàn)有的兩套年產(chǎn)30萬噸合成氨及年產(chǎn)60萬噸尿素產(chǎn)品，中國石油天然氣集團(tuán)公司重組時(shí)規(guī)定非上市部分和上市部分得業(yè)務(wù)不能存在競爭，使得烏石化總廠NPK復(fù)合肥生產(chǎn)的氮來源有保障，同時(shí)又有價(jià)格上的優(yōu)勢。正規(guī)廠家的高質(zhì)量產(chǎn)品因?yàn)閮r(jià)格高，在市場上幾乎沒有競爭力。實(shí)地考察發(fā)現(xiàn)由于生產(chǎn)工藝落后、產(chǎn)品質(zhì)量不穩(wěn)定及新疆土地不允許用KCl的限制等因素，各廠開工率平均不到30%，有些廠長期處于停產(chǎn)狀態(tài)，有規(guī)模的復(fù)合肥企業(yè)（生產(chǎn)能力大于20萬噸/年）還沒有。入侵壁壘主要有：規(guī)模經(jīng)濟(jì)、專賣產(chǎn)品的差別、商標(biāo)的專有性、轉(zhuǎn)換成本、資本需求、分銷渠道、絕對成本優(yōu)勢、政府出擊、預(yù)期的反擊等。在價(jià)格上也廢止了政府制定的指令性價(jià)格，而按市場規(guī)則定價(jià)。復(fù)合肥的品牌作用下降。復(fù)混肥市場高度混亂，不僅嚴(yán)重?fù)p害了農(nóng)民的利益，也嚴(yán)重危及很多大型正規(guī)復(fù)合肥企業(yè)的生存。三、政治、經(jīng)濟(jì)因素分析化肥流通的新格局正在逐步形成經(jīng)過近幾年的化肥流通體制改革，原有的流通格局已被分化，多種經(jīng)營成分介入到化肥流通中來，在激烈的競爭中化肥流通新格局在逐步形成。2001年至2002年我國進(jìn)口復(fù)合肥的平均價(jià)格在160～193美元之間。富裕起來的農(nóng)民日益注重提高勞動生產(chǎn)率和經(jīng)濟(jì)效益，大力發(fā)展高產(chǎn)、高效、優(yōu)質(zhì)農(nóng)業(yè)，對化肥的品種和質(zhì)量提出了更高的要求，這些要求主要表現(xiàn)在以下三個(gè)方面：濃度要高。三是由于化肥產(chǎn)品的使用不合理，使得部分水體受到不同程度的污染，也嚴(yán)重影響了環(huán)境。隨著化肥消費(fèi)量的增加，各種類型的肥料產(chǎn)品逐漸投放到不同區(qū)域、不同類型的銷售場所中，農(nóng)民有了更多的選擇余地，化肥生產(chǎn)企業(yè)之間的競爭也因此而愈演愈烈。AbstractIn the past, government all along dominated chemical fertilizer by macroscopical policy, only Agricultural Materials Company had the right of the distribution. Chemical fertilizer enterprise only took charge of production, they didn’t know any marketinformation and marketdemanding. Up to 1998, government took indirect management to substitute for direct planned management in the field of the circulation, annulled mandatory production and allocation scheme. On the other hand, they allowed “Three Station” to engaged in distribution of chemical fertilizer, including chemical fertilizer enterprise, agriculturetechnology spreading station, soilfertilizer station, and vegetation protecting station.Along with our government joining into WTO, more world famous chemical fertilizer magnate also swarms into domestic market, a variety of chemical fertilizers e out, which brings out an increasingly petition.Through analyzing tendency of chemical fertilizer, I think the rural economics will develop in its scientific and concentrated direction. The affluent farmers pay much more attention to improve labor productivity and economic benefit. In order to develop high yield, high benefit and high grade chemical fertilizer, they bring forward much more higher claim for the variety and quality of the chemical fertilizer. Highconcentrated pound fertilizer bees an approach to future developing. All country of the world attach more importance to it as pound fertilizer has a prospective future, but in our country homemade chemical fertilizer still can’t be satisf