本文選題：農(nóng)業(yè)裝備 + 農(nóng)村市場(chǎng)　； 參考：《華東理工大學(xué)》2015年碩士論文

【摘要】：糧食生產(chǎn)事關(guān)國(guó)家安全和人們的生活質(zhì)量,而農(nóng)業(yè)裝備的推廣和應(yīng)用是糧食安全和農(nóng)業(yè)現(xiàn)代化的保證。近些年國(guó)家對(duì)農(nóng)業(yè)裝備的發(fā)展非常重視,予以了全方位的支持。目前全國(guó)有超過(guò)2000家企業(yè)投身于這個(gè)行業(yè)的開(kāi)發(fā)和生產(chǎn)。但農(nóng)業(yè)裝備作為典型的工業(yè)品,如何在分散而傳統(tǒng)的農(nóng)村市場(chǎng)有效營(yíng)銷(xiāo),是一個(gè)新的課題,也是農(nóng)業(yè)裝備廠家經(jīng)營(yíng)中普遍面臨的難題。 JD公司是一家地處四線(xiàn)城市的有近60年歷史的國(guó)有大型企業(yè)。1997年上市,2003年被民營(yíng)企業(yè)控股,多重身份使得它的人員結(jié)構(gòu)和管理水平可以說(shuō)是國(guó)內(nèi)農(nóng)業(yè)裝備制造行業(yè)甚至是機(jī)械行業(yè)的典型企業(yè)。JD公司在產(chǎn)品陳舊,市場(chǎng)競(jìng)爭(zhēng)激烈,利潤(rùn)單薄但股市業(yè)績(jī)壓力大的背景下,將農(nóng)業(yè)機(jī)械裝備整機(jī)開(kāi)發(fā)、生產(chǎn)、銷(xiāo)售作為戰(zhàn)略轉(zhuǎn)型的突破口,在2013年投入大量資源組建了農(nóng)裝事業(yè)部。經(jīng)過(guò)一年多的努力,JD公司農(nóng)裝裝備已經(jīng)組建了完整的研發(fā)、生產(chǎn)、質(zhì)量、銷(xiāo)售隊(duì)伍,開(kāi)發(fā)了數(shù)款市場(chǎng)主流產(chǎn)品,構(gòu)建了關(guān)鍵部件自產(chǎn)和整機(jī)組裝、檢測(cè)的生產(chǎn)線(xiàn),搭建了遍布主要需求區(qū)域的經(jīng)銷(xiāo)渠道。JD公司的農(nóng)業(yè)裝備事業(yè)在硬件上已經(jīng)完全做好了準(zhǔn)備。但2014年上半年的實(shí)際銷(xiāo)售結(jié)果對(duì)比原來(lái)設(shè)定的經(jīng)營(yíng)目標(biāo),卻還有較大的差距。銷(xiāo)售結(jié)果不理想,最直接最重要原因就是營(yíng)銷(xiāo)策略不當(dāng)。可以說(shuō),JD公司農(nóng)裝事業(yè)營(yíng)銷(xiāo)策略的正確與否則成為這個(gè)戰(zhàn)略轉(zhuǎn)型成敗的關(guān)鍵。 本文通過(guò)對(duì)農(nóng)村工業(yè)品市場(chǎng)和JD公司農(nóng)業(yè)裝備產(chǎn)品營(yíng)銷(xiāo)策略的研究,發(fā)現(xiàn)JD公司目前營(yíng)銷(xiāo)策略的主要問(wèn)題是對(duì)競(jìng)爭(zhēng)環(huán)境認(rèn)知不夠,對(duì)自身能力和內(nèi)部管理問(wèn)題沒(méi)有客觀詳細(xì)的評(píng)估,使得制定的營(yíng)銷(xiāo)策略較為簡(jiǎn)單粗糙,營(yíng)銷(xiāo)策略和經(jīng)營(yíng)目標(biāo)不匹配。筆者提出JD公司營(yíng)銷(xiāo)戰(zhàn)略的調(diào)整應(yīng)該從產(chǎn)品規(guī)劃、產(chǎn)品聚焦和產(chǎn)品創(chuàng)新開(kāi)始,通過(guò)內(nèi)部資源整合和市場(chǎng)推廣模式的創(chuàng)新由內(nèi)而外的實(shí)現(xiàn)。市場(chǎng)推廣模式是營(yíng)銷(xiāo)戰(zhàn)略創(chuàng)新的重點(diǎn),可以從品牌推廣、口碑營(yíng)銷(xiāo)、體驗(yàn)營(yíng)銷(xiāo)、網(wǎng)絡(luò)營(yíng)銷(xiāo)等維度去發(fā)力。在確定了新的營(yíng)銷(xiāo)策略后,通過(guò)平衡計(jì)分卡這個(gè)戰(zhàn)略管理工具來(lái)實(shí)現(xiàn)營(yíng)銷(xiāo)策略落地。 農(nóng)業(yè)機(jī)械裝備是典型的工業(yè)品,本文提出的營(yíng)銷(xiāo)策略創(chuàng)新思路和管理的方法,不僅適用于JD公司農(nóng)業(yè)裝備產(chǎn)品,也可供其他工業(yè)品廠家在制定農(nóng)村市場(chǎng)的營(yíng)銷(xiāo)戰(zhàn)略創(chuàng)新中做參考。
[Abstract]:Grain production is related to national security and people's quality of life, and the popularization and application of agricultural equipment is the guarantee of food security and agricultural modernization.In recent years, the state attaches great importance to the development of agricultural equipment, and has given all-around support.At present, there are more than 2000 enterprises engaged in the development and production of this industry.However, as a typical industrial product, how to effectively market agricultural equipment in the decentralized and traditional rural market is a new issue, and it is also a common problem in the management of agricultural equipment manufacturers.JD is a large state-owned enterprise with a history of nearly 60 years, located in a fourth-tier city. It went public in 1997 and was controlled by private enterprises in 2003.Because of its multiple identities, its personnel structure and management level can be said to be typical enterprises in the domestic agricultural equipment manufacturing industry or even in the machinery industry. JD Company is under the background of outdated products, fierce market competition, thin profits but great pressure on the stock market performance.Agricultural machinery and equipment development, production, sales as a breakthrough in strategic transformation, in 2013 invested a lot of resources to set up the Agricultural clothing Division.After more than a year of efforts, JD has set up a complete research and development, production, quality and sales team, developed several mainstream products in the market, and constructed a production line for production of key components and assembly and testing of the whole machine.Set up distribution channels all over the main demand area. JD company's agricultural equipment enterprise is fully prepared in hardware.But the first half of 2014 compared with the actual sales target set, but there is a big gap.The sale result is not ideal, the most direct and most important reason is the marketing strategy improper.It can be said that the JD company's agricultural clothing marketing strategy is the key to the success or failure of this strategic transformation.Through the research on the marketing strategy of rural industrial products market and JD company's agricultural equipment products, it is found that the main problem of JD company's current marketing strategy is the lack of understanding of the competitive environment.There is no objective and detailed evaluation of its own ability and internal management problems, which makes the marketing strategy simple and rough, and the marketing strategy and management objectives do not match.The author puts forward that the adjustment of JD's marketing strategy should start from product planning, product focus and product innovation, and realize from inside to outside through the integration of internal resources and the innovation of market promotion mode.Marketing promotion model is the focus of marketing strategy innovation, which can be promoted from the dimensions of brand promotion, word of mouth marketing, experience marketing, network marketing and so on.After the new marketing strategy is determined, the balanced Scorecard is used as a strategic management tool to realize the marketing strategy landing.Agricultural machinery equipment is a typical industrial product. The marketing strategy innovation and management methods proposed in this paper are not only suitable for JD agricultural equipment products.It can also be used as a reference for other industrial manufacturers in the development of marketing strategy innovation in rural markets.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F426.4;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 梁金華;;意見(jiàn)領(lǐng)袖在口碑營(yíng)銷(xiāo)中的運(yùn)用[J];財(cái)經(jīng)界(學(xué)術(shù)版);2013年19期

2 石良華;;聯(lián)合收割機(jī)械在跨區(qū)作業(yè)中存在的幾個(gè)問(wèn)題[J];科技創(chuàng)新與應(yīng)用;2013年27期

3 杜尚彬;;工業(yè)品分銷(xiāo)渠道竄貨行為的經(jīng)濟(jì)學(xué)分析——基于價(jià)格歧視理論[J];對(duì)外經(jīng)貿(mào);2012年04期

4 穆小紅;;基于大客戶(hù)營(yíng)銷(xiāo)的工業(yè)品營(yíng)銷(xiāo)策略研究[J];商業(yè)經(jīng)濟(jì);2012年14期

5 段豫龍;邢李志;關(guān)峻;包江山;;基于模糊平衡積分卡模型的行政效能評(píng)價(jià)研究[J];科技進(jìn)步與對(duì)策;2012年11期

6 胡銀花;;論我國(guó)農(nóng)村市場(chǎng)的消費(fèi)特點(diǎn)及企業(yè)營(yíng)銷(xiāo)對(duì)策[J];內(nèi)蒙古農(nóng)業(yè)大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2010年06期

7 穆小紅;;基于客戶(hù)生命周期理論的工業(yè)品復(fù)合營(yíng)銷(xiāo)對(duì)策研究[J];商業(yè)經(jīng)濟(jì);2012年13期

8 王國(guó)鵬;;傳播學(xué)策略之“體驗(yàn)營(yíng)銷(xiāo)”研究[J];華章;2013年28期

9 劉正平;;農(nóng)村對(duì)農(nóng)業(yè)機(jī)械需求及營(yíng)銷(xiāo)策略探究[J];河北農(nóng)機(jī);2013年05期

10 吳尚清;;當(dāng)前我國(guó)農(nóng)村對(duì)農(nóng)機(jī)需求特點(diǎn)分析[J];農(nóng)業(yè)技術(shù)與裝備;2012年04期

，

本文編號(hào)：1747235