种子营销从分销模式到直营模式的转变

发布时间：2018-02-27 03:14

本文关键词： 种植营销模式区域代理直营转变种子营销　出处：《江苏农业科学》2016年02期 　论文类型：期刊论文

【摘要】：随着我国土地集约化、种植业企业化改造的推进,市场需要种子销售模式从适合分散种植农户的区域代理模式到适合集约种植农场的直营模式的转变。种子直营就是走服务营销的道路,将种子及配套的栽培服务从公司直接送到终端客户田头。服务营销是企业竞争力提升的最高境界。种子企业为了做好服务营销,首先应从文化层面上制定本企业的服务营销策略,提出符合本企业实际情况的基本服务主张及基本服务项目;其次在执行力层面上选配重专业技术、轻营销技巧的区域经理,制定能落到实处的、直达终端客户的基本服务项目流程。现阶段种子直营服务营销的基本服务项目至少有2项:一是新品种试验示范;二是配套栽培技术田间诊断与指导。
[Abstract]:With our country's land intensive farming, the transformation of enterprises to promote the needs of the market, the regional agency sales model for dispersed pattern of seed from farmers to direct mode change for intensive farm. Seed direct is to go the road of service marketing, the service and related to the cultivation of seed customers directly from Agrocybe company. Service marketing is the highest level of enterprise competitiveness. The seed enterprises in order to provide good service and marketing, the first to develop the enterprise service marketing strategy from the cultural level, put forward in line with the actual situation of the enterprise's basic service position and basic services; secondly the weight in the execution of professional and technical level, regional manager, light marketing skills to develop, can implement direct access to basic services, terminal customers flow. Basic services at this stage of seed direct marketing services at least There are 2 items: one is the new variety test demonstration, and the two is the field diagnosis and guidance of the supporting cultivation technology.

【作者单位】：江苏省农业科学院设计农业研究与咨询中心;江苏春鹏种业科技有限公司;
【分类号】：F324.6

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