我国是一个农业生产大国,种植业在我国占有举足轻重的地位。种子营销是种业公司为使种子从生产基地到用种农户以实现其目标所进行的经济活动。它包括市场研究、种子定价、分销、促销和售后服务活动(栽培指导、走访用户、征求意见、信息反馈等)。受到用种农户需求目的和需求品种多样化、种子需求具有明显的季节性、种子用户对优良品种的认知滞后、种子供应主体多样化、营销环境的不确定性等因素影响,种子企业营销面临多重风险,对这些风险进行科学管理,保障种业企业的健康发展,对企业 Our country is a big country of agricultural production, and planting industry occupies a pivotal position in our country. Seed marketing is the economic activity of seed companies in order to get seeds from production sites to farmers and achieve their goals. It includes market research, seed pricing, distribution, promotion and after sales service activities (cultivation guidance, visiting users, soliciting comments, feedback, etc.). Influenced by such factors as the purpose and demand variety of farmers, the seasonal demand of seeds, the lag of knowledge about seed varieties, the diversification of seed suppliers and the uncertainty of marketing environment, seed marketing is facing Multiple risks, scientific management of these risks to ensure the healthy development of seed companies, enterprises