近年来，随着全球经济一体化进程的推进，解决“三农”问题成为我们 关注的热点。主要反映在从2006年至2013年中央多个一号文件都是关于如 何加快推进农业机械化发展的内容。逐步地，农业机械化水平也在“三农” 工作中被不断地丰富和强化。农业机械对农业的发展起着十分重要的作用 [1] 。这对于农业机械制造厂商来说是非常难得的契机。如何高效、充分的利 用此次机会更快、更稳的拓展公司业务，增加营业性收入是每个农机制造企 业都在思考的问题。其中普遍得到各公司认可的方式便是营销区域的管理问 题。区域管理（Territory Management）是市场细分研究中的一项重要内容, 它按一定的标准将企业所处的市场环境划分为适当的区域,对区域内的营销 环境、客户资源、相关行业背景、自然条件、竞品情况等进行分析[2]，进而 对大范围的销售区域进行归类和划分。 提出更加健全的农业机械销售区域的分类可以提高农业机械企业的销售 业绩，合理配置公司的人力资源。该文提出通过对爱科集团中国区2013-2016 年的销售数据进行分类和处理，同时考虑农业机械化发展程度、经济水平、 农民购买能力及自然条件对农业机械销售的影响分为3个目标层；同时选取 了影响农业机械化发展的重要因素包括农业机械总动力、重要农作物的播种 面积、主要农业机械年末拥有量、拖拉机保有量、联合收割机保有量、农具 保有量、主要农作物产量、国有农场数量、耕地面积、地区农业机械进出口 金额、农业合作社数量、推广鉴定证书的发放数量、机耕面积、机播面积、 灌溉面积、植保面积、机收面积、农业机械化总面积及中央对农机的补贴金 额共23项作为衡量指标，首先采用主成分分析的方法，对现有的29个变量 进行降低维度的处理。第二步在采用系统聚类分析的方法，对中国区农机销 售区域进行分类，通过定性修正得出将31个省（直辖市）分为若干区域的分 类结果。针对各区域的特征、农业机械化发展的程度，同时结合农艺和产品 需求等特征，对结果进行优化，最终得到结合AGCO 公司产品线和战略定 位的销售区域划分结果。 优化后的销售区域划分结果可以为公司今后的管理和发展提供参考。科 学的区域划分可以更好的覆盖市场半径，更加充分地地挖掘细分市场和用户， 明确一线销售和服务工程的责任半径，为今后公司品牌的提升和发展创造价 值。区域划分的合理性直接影响到关系到公司与客户之间的关系。区域划分 哈尔滨工业大学工商管理硕士学位论文 -II- 的也在另一侧面帮助CRM (Customer Relationship Management)提升。最后， 科学的划分区域可以明显的降低运营成本和差旅费用，为今后人力资源的配 置、年终绩效考核等关键内容提供参考依据。 关键词：农机机械；销售区域划分；主成分分析；聚类分析 哈尔滨工业大学工商管理硕士学位论文 -III- Abstract In past few years, as the process of global economic integration has advanced, solving the “three rural issues” has become a focus of concern for the party and the country. It is reflected in the continuous increase in the content of agricultural mechanization by the Central No. 1 Documents from 2006 to 2013. The content is more abundant, and the status and role of agricultural mechanization in the work of “agriculture, rural areas and farmers” are increasingly strengthened. Agricultural machinery plays a very important role in the development of agriculture. This is a very rare opportunity for agricultural machinery manufacturers. How to efficiently and fully utilize this opportunity to expand the company's business faster and more steadily and how to increase business income is a question that every agricultural machinery manufacturing company is worth of thinking over about. One of the ways in which companies are generally recognized is the management of marketing regions. Territory Management is an important part of market management research. It divides the market environment faced by a company into appropriate divisions according to certain standards. It also covers the marketing environment, relevant industry situation, natural conditions, and customer conditions in the region. , competitive position, etc. are analyzed to further classify and divide a large range of sales regions. Putting forward a more robust classification of sales areas for agricultural machinery company could improve the sales volume of agricultural machinery companies and rationally allocate human resources. This paper proposes to classify and process AGCO Cooperation sales data from 2013 to 2016 in China, and considers the impact of the degree of agricultural mechanization, economic level, farmers’ purchasing power, and natural conditions on sales of agricultural machinery divided into four target regions; and select the major factors affecting the development of agricultural mechanization, including the total power of agricultural machinery, the sown area of important crops, the amount of main agricultural machinery at the end of the year, the amount of tractor ownership, the amount of combined harvesters, the amount of farm tools, the main crops, the number of state-owned farms , 哈尔滨工业大学工商管理硕士学位论文 -IV- Cultivated land area, import and export of regional agricultural machinery, number of agricultural cooperatives, number of agricultural mechanization training, number of extension identification certificates issued, machine farming area, machine broadcast area, irrigation area, plant protection area, machine harvest area, total area of agricultural mechanization and central government A total of 24 subsidy amounts for agricultural machinery were used as metrics. First, principal component analysis was used to reduce the dimension of 24 variables. Then, the Q-type system cluster analysis method was used to classify the sales regions of agricultural machinery in China, and the classification results of classifying 31 provinces (municipalities directly under the Central Government) into 4 categories were obtained through qualitative correction. Based on the characteristics of each region and the development of agricultural mechanization, combined with the characteristics of agronomy and product demand, recommendations were made on the division of sales areas of agricultural machinery. The results of the optimized Regional Classification could provide further reference for management and development of the company. Scientific regional classification can better cover the market radius, deeper dig market segment and end users, clear the responsibility radius for sales and service engineering, which is beneficial for the future promotion and development of the company's brand. The rationality of regional classification directly impact on the relationship between the company and customer. The regional classification helps CRM (Customer relationship) upgrade on another side as well. Finally, the scientific classification can obviously reduce operation costs and travel expenses provide valuable reference for the future allocation of human resources, performance assessment and other strategic behaviors. Key words: agriculture machinery, sales region division, principal component analysis, cluster analysis 哈尔滨工业大学工商管理硕士学位论文 -V- 目 录 摘要 ................................................................................................................. I Abstract ........................................................................................................... III 第1章 绪论 ...................................................................................................... 1 1.1 课题来源及研究的背景和意义 ............................................................... 1 1.1.1 课题来源 ........................................................................................... 1 1.1.2 课题研究的背景和意义 .................................................................... 2 1.2 国内外在该方向的研究现状及分析 ........................................................ 3 1.2.1 国外研究现状 ................................................................................... 3 1.2.2 国内研究现状 ................................................................................... 4 1.2.3 国内外文献综述的简析 .................................................................... 5 1.3 主要研究内容及研究方法 ....................................................................... 7 1.3.1 研究内容 ........................................................................................... 7 1.3.2 研究方法 ..........................................