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。

关键词:农业装备;农村市场;营销策略

第II页
华东理工大学硕士学位论文

Study on the marketing strategy of JD Company's agricultural equipment

Abstract

Grain production is related to security of our country and people's life quality, and the

popularization and application of agricultural equipment is the guarantee of food security and

agricultural modernization. In recent years, agricultural equipment in China development very

seriously,gained the full range of support from the Government. At present,more than 2000

enterprises engaged in developing and producing such product. But the agricultural equipment,

as a typical industrial,how to effective marketing in the dispersive and the traditional rural

market,is a new subject. It is also an universal problem of agricultural equipment

manufacturers.

JD Company, a large enterprise who locates in the four line of the city has a history of

nearly 60 years. It was an old state-owned enterprise in its main history, listed in 1997,and

held by a private enterprise in 2003. Multiple identity makes the personnel structure and

management level make it can be said a typical enterprise of the domestic agricultural

equipment manufacturing industry and even machinery industry. In products is old,market

competition is intense, profit thin but the stock market performance pressure is big,JD

Company face many challenge. JD took agricultural machinery and equipment development,

production,sales as the breakthrough point of the strategic transformation, in 2013,the

company invested a lot of resources to set up agricultural equipment BU. After more than a

year of efforts, JD agricultural equipment BU has established complete R&D,production,

quality, sales team, developed several mainstream product in the market, built the production

line of the production assembly, testing of key components, established distribution channels

in the main demand region. Agricultural equipment business of JD Company in hardware is

fully prepared. But there is a large gap between the actual sales results of the first half of 2014

and the original setting business goals. The most direct and important reason is the improper

marketing strategy if sales result is not ideal” Can say, to JD, agricultural equipment division,

marketing strategy is correct or not become the key to the success or failure of the JD,s

strategic transformation.

In this paper, through the study of the rural market for industrial goods and the

agricultural equipment product marketing strategy of JD company, we found that currently the

main marketing problems of JD company are not enough cognition to the competitive

environment, not an objective assessment of their own ability and detailed internal