JD公司农业装备营销策略研究

发布时间：2018-04-14 02:09

本文选题：农业装备 + 农村市场　；参考：《华东理工大学》2015年硕士论文

【摘要】：粮食生产事关国家安全和人们的生活质量,而农业装备的推广和应用是粮食安全和农业现代化的保证。近些年国家对农业装备的发展非常重视,予以了全方位的支持。目前全国有超过2000家企业投身于这个行业的开发和生产。但农业装备作为典型的工业品,如何在分散而传统的农村市场有效营销,是一个新的课题,也是农业装备厂家经营中普遍面临的难题。 JD公司是一家地处四线城市的有近60年历史的国有大型企业。1997年上市,2003年被民营企业控股,多重身份使得它的人员结构和管理水平可以说是国内农业装备制造行业甚至是机械行业的典型企业。JD公司在产品陈旧,市场竞争激烈,利润单薄但股市业绩压力大的背景下,将农业机械装备整机开发、生产、销售作为战略转型的突破口,在2013年投入大量资源组建了农装事业部。经过一年多的努力,JD公司农装装备已经组建了完整的研发、生产、质量、销售队伍,开发了数款市场主流产品,构建了关键部件自产和整机组装、检测的生产线,搭建了遍布主要需求区域的经销渠道。JD公司的农业装备事业在硬件上已经完全做好了准备。但2014年上半年的实际销售结果对比原来设定的经营目标,却还有较大的差距。销售结果不理想,最直接最重要原因就是营销策略不当。可以说,JD公司农装事业营销策略的正确与否则成为这个战略转型成败的关键。本文通过对农村工业品市场和JD公司农业装备产品营销策略的研究,发现JD公司目前营销策略的主要问题是对竞争环境认知不够,对自身能力和内部管理问题没有客观详细的评估,使得制定的营销策略较为简单粗糙,营销策略和经营目标不匹配。笔者提出JD公司营销战略的调整应该从产品规划、产品聚焦和产品创新开始,通过内部资源整合和市场推广模式的创新由内而外的实现。市场推广模式是营销战略创新的重点,可以从品牌推广、口碑营销、体验营销、网络营销等维度去发力。在确定了新的营销策略后,通过平衡计分卡这个战略管理工具来实现营销策略落地。农业机械装备是典型的工业品,本文提出的营销策略创新思路和管理的方法,不仅适用于JD公司农业装备产品,也可供其他工业品厂家在制定农村市场的营销战略创新中做参考。
[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 JD Company is under the background of outdated products, fierce market competition, thin profits but great pressure on the stock market performance.Agricultural machinery and equipment development,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.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.4;F274

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