目前,我国的复合肥市场需求量大,生产厂家也数目众多,竞争日益激烈,产品同质化现象严重。多数中小复合肥企业在市场压力之下,为一时之利,忽略质量建设,沦为假冒伪劣的代名词;有的在进行代加工生产,企业利润十分低,频临破产境地。本文从品牌和品牌营销的视角为我国的小型复合肥企业实现营销突破进行论述,提供了相应的建议与对策。 At present, China’s fertilizer market demand, the large number of manufacturers, increasingly competitive, product homogeneity is serious. Most small and medium compound fertilizer companies under market pressure, for a temporary profit, ignoring the quality of construction, reduced to synonymous with fake and shoddy; and some in the processing and production, corporate profits are very low, frequent ruin. This article from the perspective of brand and brand marketing for China’s small-scale compound fertilizer business marketing breakthrough discussed, provided the corresponding recommendations and countermeasures.