世界化肥化工企业

国际化肥企业标杆研究国际化肥企业标杆研究 企业名称企业名称美国Mosaic挪威Yara 年销售年销售 50亿美元以上654亿克朗 年化肥产量年化肥产量 2700万吨 2000多万吨 尿素年产量尿素年产量2030万吨（化肥销售） 复合肥年产量复合肥年产量 1200万吨（磷肥）化肥年产值化肥年产值美盛发展历史美盛发展历史Our StoryWe are living through a marketing and sales revolution, and there has never been a more dynamic time for brands and retailers. At Mosaic we are never satisfied with the status quo and are in constant search for new ideas and new ways to help our clients build their brands amidst the evolving dynamics of empowered consumers leveraging new technologies.We werent surprised about the change, in fact in early 2004 we understood that People would be at the center of how brands connect with consumers one experience at a time. We invested in People, Training and Technology, because we knew the old ways of mass production and mass marketing were no longer working.We also built on our decades of retail sales and merchandising experience to include experiential marketing and digital services. We were prepared to lead the revolution, not just respond to it.Our unique capabilities of reaching consumers in the community, at retail and online have proven to be a winning service model for our clients. Delivering these services seamlessly across North America is a big part of why so many Fortune 100 companies work with Mosaic.MosaicMosaic 美国美盛公司美国美盛公司营销网路：营销网路：在11个国家拥有生产设施。销售遍布全球五大洲,在50多个国家建立了先进的分销设施和销售网络。（网址：http:/ HYDRO 公司于1905年12月2日正式成立，是近代全球农业现代革命的重要标志。一个包括电力供应的大型新生产基地在诺托登落成，同时，也在卢坎兴建工厂。其间，暹罗（今日的泰国）朱拉隆功国王亲临两所工厂考察。1928年，位于卢坎的生产厂开始生产合成氨。1929年，于波斯格朗兴建化肥生产基地，开发新工业产品，如重水及二氧化碳等。同年，荷兰斯勒伊斯基尔 (Sluiskil NSM) 的生产基地正式投入运作。在瑞典斯德哥尔摩成立销售办事处。在美国开展销售业务，全力推广硝酸钙，用于水果和蔬菜类经济作物的市场。通过设于加州旧金山的销售代理，全面开展美国市场业务。1949年 Glomfjord 工厂成立，并开始利用水力发电把和成氨提升转为硝酸钙和复合肥。在波斯格朗建立合成氨生产基地，生产工艺采用“部分氧化重油技术”和“蒸汽转化石脑油技术”。1969年与卡塔尔政府属下的卡塔尔工业集团合资成立 QAFCO 公司。通过一系列的并购，将荷兰 NSM 公司，瑞典 Supra 公司，英国 Fisons 公司，德国 Sticstoff 公司，Windmill公司和法国 Cofaz 公司等化肥生产和经营企业收归旗下，进一步扩大了公司产能及经营版图。1982年，在中国深圳赤湾港设立散装化肥仓储物流基地，为中国广大农户提供更佳的服务。收购巴西 Adubos Trevo 公司并取得南非 Kynoch 公司的控股权。NORSK HYDRO 公司决定将原化肥部分拆，成立专注于化肥及相关业务的雅苒国际集团，同时在挪威首都奥斯陆证劵交易所上市。2004年3月25日在奥斯陆证券交易所上市。雅苒的目标是成为未来化肥行业业绩优异的领先者。雅苒国际集团的业务进一步扩大，包括扩大集团在巴西的业务，收购瑞士 Balderton 公司一半股权，与 Praxair 成立合资企业，收购芬兰凯米拉长之道公司 (Kemira GrowHow) 及大力研制废气减排产品及开拓相关市场雅苒赢得环保优秀奖，并且，位于卡塔尔的合资企业 (QAFCO) 进一步扩大产能。同年，雅苒公布创纪录的收益。Jrgen Ole Haslestad 先生继 Thorleif Enger 先生退休后出任雅苒国际的首席执行官。挪威挪威YaraYara（雅苒（雅苒 亚拉）亚拉）（网址： http:/ ）挪威挪威YaraYara（雅苒（雅苒 亚拉）亚拉）（网址： http:/ ）世界化工企业世界化工企业化工企业在中国化工企业在中国 企业名称企业名称 巴斯夫 拜耳 陶氏化学 杜邦海德鲁 在中国在中国1885年，中国已成为巴斯夫品红在德国以外最重要的市场。 目前，巴斯夫中国区拥有23个全资子公司和10个合资公司，分别位于香港、北京、上海、南京、广州、吉林、沈阳和新竹。2007年，巴斯夫在大中华区的销售额约为44亿欧元。巴斯夫在大中华区的主要业务范围包括石化产品、聚合物分散体、聚苯乙烯、聚氨酯、工程塑料、涂料、纺织和皮革业特性产品、中间体、催化剂和化学建材等。拜耳目前在大中华区拥有18家公司，其中8家公司的生产设施现已投产，为公司涉足的所有业务领域提供支持。本地化生产在销售额中所占比例与日俱增。目前材料科技业务对拜耳集团大中华区销售额的贡献最大。年陶氏在大中华区的销售额为40.2亿美元。陶氏在大中华地区共有6个业务中心和18个生产基地，员工约3,500名，就销售额而言，中国已成为陶氏的第二大市场。 杜邦在中国已经拥有39家独资及合资企业，完成投资逾8亿美元，约6,500名员工，产品和服务涉及化工、农业、食品与营养、电子、纺织、汽车等多个行业。杜邦计划到2010年将其在华总投资增至12亿美元。海德鲁铝业海德鲁铝业(苏州苏州)有限公司、有限公司、海德鲁建筑系统(北京)有限公司、 企业名称企业名称 德国巴斯夫 德国拜耳 陶氏化学 杜邦挪威HYDRO 年销售年销售639亿欧元365.28亿欧元（2011年）537亿美元1742亿挪威克朗（2005年） 年化肥产量年化肥产量65亿欧元30亿欧元（2011年）40.2亿美元 2000多万吨（yara） 尿素年产量尿素年产量250万吨无化肥无化肥无化肥 复合肥年产量复合肥年产量化肥只占巴斯夫业务的1%农药农药化工年产值化工年产值巴斯夫发展历史巴斯夫发展历史早于公元前2600年，中国已出现了有关使用染料之文字记载。另一方面，德国人亦一向是开发染料的先驱者。1834年，德国一名化学家发现，若在提炼煤油时加上漂白剂，苯胺会放出鲜蓝色彩，这奠定了日后发展苯胺染料的基础。 与此同时，中国的纺织业正处于蓬勃发展期，巴斯夫把握此大好良机，于1885年派遣一名代表梅耶尔前往上海推销染料。就在这个以带领服装潮流见称的中国城市里，巴斯夫染料成为了畅销产品。由那时候开始，巴斯夫正式踏足中国市场。 巴斯夫是一间大型国际化工公司，在39个国家中生产各种产品，并与170多个国家的客户商务往来。巴斯夫集团于1997年底综合销售额高达558亿马克。1997年底，巴斯夫的员工人数超过100，000名。 巴斯夫的业务主要以化学品及塑料为核心，范围十分广泛，从原料，例如天然气，到植保剂和医药等，数不胜数。1997年各业务部门的销售额所占比例如下：保健及营养20%；染料及整理剂23%；化学品16%；塑料及纤维26%；石油及天然气11%；其他4%。 分布世界各地的巴斯夫雇员本着创新精神共同建立起公司。这种精神从最初开始便已形成一种传统，这对公司十分重要，因为巴斯夫所制造的消费品并不多，但在物料供应方面可说是包罗万象。这些物料被用作制成各式各样使生活更美好的产品，例如蓝色牛仔裤所用的靛蓝染料和汽车所有的涂料等。尽心尽力为我们的生产带来优质产品，是构成巴斯夫成功的部份元素。 听取客户意见，为客户提供服务以及满足他们的需求，是巴斯夫的宗旨，为贯彻这宗旨，公司将继续开发新产品和增强巴斯夫在市场所占的领导地位。此外，公司每年投资于世界各地科研开发工作的经费逾20亿马克，为巴斯夫致力于未来发展的路向提供有力的支援。 事实上，巴斯夫的未来发展方向并不只着眼于商业利益上，更关注到我们所居住的地球。随着社会价值观的转变，人类愈来愈重视安全及环境保护。这两点对巴斯夫将来的成功发展十分重要，而我们参与全球性的“关怀责任”计划，正是对“延续发展”的一项重要贡献，这项计划用于巴斯夫所有业务范畴及附属公司内之产品和服务。德国巴斯夫德国巴斯夫（网址： http:/www.greater- http:/ ）陶氏化学发展历史陶氏化学发展历史陶氏化学陶氏化学营销网路：营销网路：中国（北京、天津、上海、广州、香港、台北）等180个国家和地区。（网址：http:/ HYDRO成立于成立于1905年，创始人是享负盛名的挪威当代工业家艾德年，创始人是享负盛名的挪威当代工业家艾德 (Sam Eyde)、贝克伦、贝克伦 (Kristian Birkeland) 和和 瓦伦贝克瓦伦贝克 (Marcus Wallenberg)，他们利用挪威充足的水电能源生产出公司第一个重要产品矿物肥料，他们利用挪威充足的水电能源生产出公司第一个重要产品矿物肥料， 产品面世后，即引起世界各地的产品面世后，即引起世界各地的高度重视，大幅提高了本农作物产量，为日后全球的农业生产奠下了坚实的基础。高度重视，大幅提高了本农作物产量，为日后全球的农业生产奠下了坚实的基础。经过期后数十年的努力开拓，NORSK HYDRO 公司的业务不断扩大成为一间大型综合企业，主要板块包括化肥、石油和金属。为确保经营化肥及相关产品的部门能更专注其业务开拓，NORSK HYDRO 公司最后决定于2004年将化肥及相关业务分拆，成立雅苒国际集团并于同年在挪威奥斯陆证券交易所上市。随着公司业务不断壮大，雅苒的目标是成为行业的典范，继续为世界各地的客户提供最优质的产品及优良的服务，创造最佳的经济效益。挪威海德鲁发展历史挪威海德鲁发展历史HistoryThe first steps with fertilizerFinanced by the Swedish Wallenberg family and French banks, the company was founded on December 2, 1905 as Norsk hydro-elektrisk Kvlstofaktieselskab (lit. Norwegian hydro-electric nitrogen limited) by Sam Eyde, exploiting a novel technology for producing artificial fertilizers by fixing nitrogen from air. The technology had been developed by the Norwegian scientist Kristian Birkeland. The method is still known as the BirkelandEyde process. The process required large amounts of electric energy, and for this, a power plant was built at the Svelgfossen waterfall near Notodden. Later also Rjukanfossen waterfall was developed and its power harnessed, in the process establishing the city of Rjukan, establishing the plant Norsk Hydro Rjukan.Hydros first factory was built at Notodden (opened in 1907) followed up with another at Rjukan, Tinn (opened in 1911). Then in 1912 production is established at Glomfjord in Nordland. In 1930 Norsk Hydro opened a plant at Herya outside Porsgrunn. To begin with it was to function as a shipping port for the fertilizer as well as a point to import limestone. From 1936 Hydro also started producing fertilizer at Herya. There was also opened a railway, Rjukanbanen, connecting Rjukan with Hry. The railway opened in 1909 and consisted of a railway ferry across Tinnsj, railway again with Tinnosbanen and a barge ride from Borgestad to Herya with barge on the Telemark Canal. The canal was superseded by the railway line Bratsbergbanen in 1916.By the 1920s, Norsk Hydros electric arc-based technology for manufacturing artificial fertilizer was no longer able to compete with the newly developed Haber-Bosch process, and in 1927 the company formed a partnership with the German company IG Farben in order to gain access to this process. By 1945, IG Farben had become a majority shareholder in Norsk Hydro. The plant at Herya was a direct result of no longer being dependent on immediate proximity to the power sources. This provided the advantage of being able to have the plants and the shipping port in the same location, as was the case with the Herya plant.挪威海德鲁发展历史挪威海德鲁发展历史Heavy water production at RjukanHeavy water sample made by Norsk HydroThe Rjukan plant was the only location in Europe which produced heavy water, a component the Allied powers in World War II feared would be used as part of the German atomic bomb project, and consequently was the target of several commando and air raids and a sabotage raid which eventually resulted in the plants destruction and later reconstruction. (This story was portrayed in the Kirk Douglas movie The Heroes of Telemark.)The first metalThe first steps towards light metal production came in 1940 when Hydro started construction of a magnesium carbonate plant at Herya, but the German invasion of Norway stopped the plans.During the Second World War Norsk Hydro collaborated with IG Farben and Nordische Aluminium Aktiengesellschaft (Nordag) in building new aluminium and magnesium plants in support of the German war effort. The construction was however ended on July 24, 1943 when an allied bombardment completely destroyed the facilities, killing 55 construction workers. As Germanys defeat became more likely, Norsk Hydro started to tone down its collaborative relations with the occupier.In 1946 the rdal aluminium plant was opened, operated by the state owned company rdal og Sunndal Verk. In a merger Hydro acquired this company in 1986, in essence establishing the light metal division Hydro Aluminium.Since 1919 there had first been zinc, then aluminium production at Glomfjord in Northern Norway. Hydro bought the power plant in 1947 and started ammonia production there instead. In the 1950s Hydro opened a new magnesium plant in Herya and in 1963 Hydro started in cooperation with Harvey Aluminum a plant at Karmy to produce aluminium. The plant, called Alnor, was purchased in whole by Hydro in 1973.In 2000, Hydro acquired Wells Aluminum, a network of aluminium extrusion plants in the United States. Two years later, the company acquired the leading German aluminium producer Vereinigte Aluminium Werke from the German utility company E.ON and the French building systems company Technal.Hydro became a truly integrated aluminium company in 2011, when it acquired the aluminium assets owned by Vale in Brazil. This made Hydro a significant player in bauxite mining and alumina refining.挪威海德鲁发展历史挪威海德鲁发展历史Into the petroleum ageMain article: Hydro Oil & GasIn 1965 Hydro joined Elf Aquitaine and six other French companies to form Petronord to perform search for oil and gas in the North Sea. Hydro soon became a large company in the North Sea petroleum industry, and also became operator of a number of fields, the first being Oseberg.In 1969 Hydro started its first international operations, with a 25% stake in a fertilizer plant in Qatar.Hydro acquired in the late 1980s the Mobil service stations in Norway, Sweden and Denmark, changing their name to Hydro. In 1995 Hydro merged its gas stations in Norway and Denmark with the Texaco, creating the joint venture HydroTexaco. The service station chain was sold in 2006 to Reitangruppen. In 1999 Hydro acquired Norways third largest petroleum company Saga Petroleum, which had major upstream operations primarily in Norway and the United Kingdom. The British operations were later sold.Hydros fertilizer business was spun off as a separately stock-listed company under the name of Yara International on March 26, 2004. Hydro distributed all its Yara shares to Hydros shareholders and presently has no ownership in Yara.In December 2006 Norsk Hydro revealed a proposal to merge their oil business with compatriate oil and gas company Statoil.2 Under the rules of the EEA the proposal was approved by the European Union on May 3, 20073 and by the Norwegian Parliament on June 8, 2007.4 The merger was completed by 1 October 2007. Hydros shareholders took 32.7% of the new companyStatoilHydroshares.3OperationsAluminiumHydro is the fourth largest integrated aluminium company world wide.citation needed In Norway Hydro has plants in Rjukan, Raufoss, Vennesla, Karmy, Hyanger, rdal, Sunndalsra, Holmestrand and Magnor. The corporation also has plants abroad.Qatalum was the largest aluminium plant ever launched in one step. Located in Qatar, the company is an equal 50-50 joint venture between Qatar Petroleum and Hydro. Its annual capacity is 585,000 tonnes of primary aluminium, all to be shipped as value added aluminium casthouse products. A 1350 MW natural gas power plant has also been built to ensure a stable supply of electricity.5EnergyHydro is a major producer of hydroelectric power in Norway.Hydro AgriThough Hydro started off as a fertilizer producer and agricultural products was for a long time one of the companies major ventures, the agricultural division was in 2004 demerged into the independent company Yara International, listed on the Oslo Stock Exchange.挪威海德鲁挪威海德鲁中国大型化工企业国际化发展战略中国大型化工企业国际化发展战略经过多年持续快速发展，我国已成为化肥生产和消费大国。尽管中国大型化肥集团的产能扩张迅速，生产集中度有所提高，但是化肥企业的平均规模仍然较小。2008年，我国共有化肥企业2300多家，总资产约5200亿元，产品销售收入3000多亿元，产量6013万吨（折纯，下同）。2010年我国共生产化肥6619.8万吨，同比增长2.52%，再创历史新高。目前，我国化肥市场总体情况是供大于求，尿素严重产能过剩。化肥生产企业既要承担煤炭、电力、石油等原料价格大幅上涨带来的成本压力，又面临着化肥产品限价销售的挑战。据了解，国内多数化肥生产企业仍在盈亏线上挣扎，甚至出现巨额亏损。不少企业受高成本和高库存影响，纷纷被迫停产、减产或提前检修。归根到底，我国化肥企业发展主要面临着以下几个主要问题：1、是缺乏品牌意识。2、是缺乏新型营销理念3、是化肥流通行业混乱，流通环节不顺畅。4、是化肥利用率低，化肥需求不明，农化服务水平不高。 中国化肥企业国际化发展的必要性中国化肥企业国际化发展的必要性1化肥产业链始于国家垄断行业，现在依然受到政府干预。2化肥产业链始终以小农经济为基础。3化肥产业链效率不高。4中国的分销体系不是很完善。5经销化肥的主体大多为单一性经营者，跨行业操作的比较少，主营业务主要是化肥，涉及相关行业较少，因此承担风险比较大。6化肥产业链的季节性波动较大。 中国化肥企业发展特点中国化肥企业发展特点1、化肥产业链整合。2、培育成熟的市场流通体系。3、加强企业的科研及农化服务水平。4、制定科学的品牌营销人才资源战略。中国化肥企业国际化发展策略中国化肥企业国际化发展策略中国化工企业的国际化战略中国化工企业的国际化战略 企业名称企业名称 鲁西化工(品牌口号)中海化学华鲁恒升（愿景）中化集团 国际化战略国际化战略创鲁西品牌 做百年企业打造煤化工基地，创建百年恒升基业造就最具活力的团队成为最具竞争力的化肥企业 奠定最具竞争优势的基础化工原料供应商地位中化集团的国际业务版图中化集团的国际业务版图世界农资超市发展现状世界农资超市发展现状运营模式、网点特征、服务种类、营利情况、与代理商的矛盾及解决方法、与企业品牌的关系运营模式、网点特征、服务种类、营利情况、与代理商的矛盾及解决方法、与企业品牌的关系 国别国别超市名称超市名称所属企业所属企业运营模式运营模式网点特征网点特征服务类型服务类型营利情况营利情况与代理商的与代理商的矛盾及解决矛盾及解决方法方法与企业品牌的关系与企业品牌的关系澳大利亚艾德士农业服务站富卓集团与农业生产劳动者直接交易，员工与客户直线对接。全国400多个分公司和代理机构综合型服务：农资配套服务、农业技术服务、农业土地承包、农业融资服务、农业保险服务、农产品订单服务等分公司遍布全国、经营年限60年“农工商一体化”综合经营战略的最后环节和重要组成部分。英国Asda、Safaways.co-op沃尔玛美国（农产品物流体系）农协农场主直接参与遍布全国，市场占有率60%综合型服务日本（农产品物流体系）农产品批发市场地方公共团体、株式会社、农协、鱼协等统一组织、统一销售、市场占有率80%90%综合服务印度化肥合作社 销售合作社农村合作社已经遍布整个国家，目前全国有2.3 亿（户）成员，且合作社信贷系统已是全世界最大的网络，通过开展专业、民主和自治、自助的方式来制造、开发化肥、生物肥料，来提高成员的经济利益；生产、加工杀虫剂、农药、种子；制造农业机械和工具；建设、并提供维护和管理工厂的服务；获取、承租或租用土地、建筑物，租售固定资产和车辆；制造、生产化肥等农业生产必需品；想其他合作社、组织提供技术咨询；建立完善培训系统，以自大限度开发农业人力资源，以带动农业现代化发展；进行农药、化肥、农业机械的进出口贸易。在化肥生产和供销中，印度农民化肥合作社（IFFFCO）控制了35%的市场。竞争