巨地农业科技有限公司叶面肥市场现状及营销的策略的研究.docVIP

PAGE PAGE 13东北财经大学本科毕业论文巨地农业科技有限公司叶面肥市场现状及营销策略研究作 者： 丁 爱 霞 院 系： 开放学院 专 业： 工商管理 年 级： 2005年秋 学 号： 051000717 指导教师： 徐 谷 波 答辩日期： 成 绩： 内容提要化肥工业总产值约占化学工业总产值的20% ，是国民经济的重要产业部门 。1992年以来，中国化肥产量平均年增长6.9%，占世界总产量的1/5以上，位居全球第一。近年来随着施肥技术的发展，叶面施肥作为强化作物的营养和防止某些缺素病状的一种施肥措施，已经得到迅速推广和应用。用喷洒肥料溶液的方法，使植物通过叶子获得营养元素的措施，称为叶面施肥，以叶面吸收为目的，将作物所需养分直接施用叶面的肥料，称为叶面肥。实践证明，叶面施肥是具有肥效迅速、肥料利用率高、用量少的施肥技术之一。4Ps营销策略由麦卡锡(McCarthy)于1960年在其《基础营销》（Basic Marketing）一书中提出来，叶面肥营销策略是指在市场经济条件下，企业根据自身的具体条件和市场状况，充分考虑企业的资源、服务的同质性、服务对象的特点、竞争者的策略等因素对企业的经营与销售进行预测和决策，以提高经济效益为主要目标，创造性地组织经营销售活动的策略。关键词：叶面肥 ；市场现；营销组合；策略AbstractThe chemical fertilizer industry, with 20 percent contribution to total chemistry industry production value, is very important part of civil economy. Since 1992, the chemical fertilizer output kept an average growth of 6.9% every year, accounts for the world ultimate output above 1/5, is situated the whole world first. In recent years along with the fertilization technology development, leaf-surface fertilization as the strengthened crops nutrition and prevented certain lacked the element disease symptom one kind to apply fertilizer the measure, already obtained the rapid promotion and the application. With sprays the fertilizer solution the method, causes the plant to obtain the nutritive elements through the leaf the measure, is called leaf-surface fertilization, take the leaf surface absorption as the goal, needs the crops the nutrient direct employment leaf surface the fertilizer, is called the leaf-surface fertilization. The practice proved that leaf-surface fertilization has some better characteristic such as rapid absorption, highly used, and little dosage. The 4Ps marketing strategy was first proposed by McCarthy in his book Basic Marketing in 1960. The leaf-surface fertilization marketing strategy is refers under the market economy condition, the enterprise acts ac