Abstract
There are a large number of pesticide export enterprises in China, but they are generally small in operation scale, low in industrial concentration, lacking of independent innovation and non-standard in industry development, and export marketing is mainly carried out by means of price war and vicious competition. Under the general trend of domestic pesticide industry integration and the fierce competition in the international pesticide market, these enterprises are facing great pressure of survival. This study selects representative ABC Company as the research object, and conducts the analysis of domestic and foreign marketing environment from four aspects of product, distribution, price and promotion respectively through quantitative analysis and qualitative analysis. Through the analysis of its marketing environment, put forward specific marketing strategies, On the basis of determining the strategic direction, the target market and entry mode of ABC Company are further analyzed. It also concludes that the company should flexibly choose the market entry mode, make full efforts to build the enterprise brand and influence, and gradually climb to the top of the value chain. It is expected to find a set of marketing strategies for the company to adapt to the current situation, and try to bring some reference value to enterprises in the industry with the same confusion.
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