我国南方地区钾肥使用及市场调查研究分析

研究我国南方地区钾肥使用与市场需求情况,为稳定和恢复钾肥市场供需平衡提供决策依据。2011年,选取农用钾肥代表性较强的湖南和广东两省6个地区的200名县、乡经销商和400名农户作为调查基础,经过电话采访和实地走访调研,综合分析了我国南方地区农户钾肥使用的现状与需求变化情况。结果表明,1)氮磷钾复混肥正在成为替代农用钾肥的首要产品;2)当前农用钾肥终端市场价格相对合理,处于农户可以接受区间的上限;3)经销商对单一钾肥的推广意愿正在下降;4)经济作物种植农户和种植承包大户是促进农用钾肥需求恢复的主要目标群体;5)产品品牌是影响农户对农用钾肥的购买因素之一。因此,我国南方地区钾肥使用与市场需求要进一步梳理经营渠道,发挥县、乡级经销商的网络及配送作用,以经济作物种植农户和种植承包大户为重点培养对象,稳定和恢复钾肥市场与需求。

The analysis of potash fertilizer application and market research in southern China

The application of potash fertilizer and the market demand in southern China were studied to provide knowledge-based decision making for stabilizing and restoring the supply and demand balance in potash fertilizer market.This study chosed six regions in two typical provinces with potash fertilizer application-Hunan and Guangdong provinces as the case study areas.Telephone interviews and investigation of the site visits were carried out to study the potash fertilizer application and changes of demand in the study areas during the first half year of 2011.In total,200 county distributors and 400 farmers were participated in the study.The results showed that:(1)the NPK compound fertilizers were becoming the primary product that replaces potash fertilizer.(2)Currently,the retail price of potash fertilizer was relatively reasonable,but it was closed to the upper limit of famers’ acceptable price.(3)The distributors’ willingness of sales promotion for potash fertilizer was declining.(4)The farmers who plant economic corps and the large contractors were the major target groups for selling potash fertilizer.(5)The product brand affects farmer’s purchase of potash fertilizer.In conclusion,the market of potash fertilizer in southern China should improve its operating channel,the distributors’ network,and their role in distribution.More efforts should be made for the major target groups-the farmers who plant economic crops and the large contractors in order to stabilize and recover the potash fertilizer market in southern China.