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我国的农药市场发展到今天,已经呈现了让行外似乎看好、业内大为叹息的众多现实:市场空间辽阔——世界上最大的农药使用市场之一;生产企业竞争有增无减——生产企业数量多(接近3000家),规模小(销售收入超过5亿元屈指可数),低水平重复现象突出,产品种类繁多(接近8000个),参次不齐,价格混乱;营销渠道复杂——国有、股份制、民营、个体,销售通路分分合合,越来越向低端发展,造成点多、面广、高度密集化;市场营销策略各显神通——广告战、促销战、价格战不断,连锁、加盟、特许经营、直销等营销模式越来越超前,但假冒伪劣仍然层出不穷……这些现状使得零售商眼花缭乱,抓不着经营方向,使农民用户无所适从,患上严重的“喜旧厌新”病,结果自然是老产品深入人心,新产品难以入轨。但不管怎样,我们的新型厂家和经过渠道革命的经销商比较一致的看法是决定农药产品销售的还是终端。那么到底该如何制胜终端呢?
Today’s pesticide market in our country has presented many realities that make the outside look good and the industry sighed deeply: the vast market space - one of the largest markets for pesticide use in the world; the competitive growth of manufacturing enterprises - production The number of enterprises (nearly 3000), the small size (a little more than 500 million yuan in sales revenue), low level of repetition is prominent, a wide range of products (nearly 8000), the second is not the same, the price chaos; marketing channels complex - - State-owned, joint-stock, privately-owned, individual, sales channels divide and cooperate, more and more to the low-end development, resulting in more points, a wide range of highly-intensive marketing strategy superb - advertising campaigns, promotional sales, prices Franchising, franchising, direct marketing and other marketing models are increasingly advanced, but fake and shoddy are still emerging ... ... These conditions make retailers dazzled, do not grasp the direction of business, so that peasant users know what to do, suffering from serious Old tired tired "disease, the result is naturally the deep penetration of old products, new products difficult to track. In any case, the consensus among our new manufacturers and those who have been through the channel revolution is to decide whether the pesticide product should be sold or not. So in the end how to win the terminal?