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China's agricultural machinery channel construction has been continuously improved
[ China Agricultural Machinery Industry News ] The terminal wins, the channel is king. The agricultural machinery channel carries the enterprise marketing objectives and end-user needs, grasps the environmental change trend, analyzes and adapts to the needs and development rules of the target market, and continuously strengthens channel management and promotes product sales is an important task faced by agricultural machinery enterprises.
China's agricultural machinery channel construction has been continuously improved
First, the development of agricultural machinery channels has been continuously upgraded
China's agricultural machinery channel construction has been continuously strengthened, the channel network has been improved, the sales system has been improved, and the marketing work has been promoted rapidly. Agricultural machinery marketing channels have become an effective carrier to promote enterprise development, transfer product value and meet market demand.
(1) The development of channels forms its own laws. On the whole, after more than 60 years of development, China's agricultural machinery market has formed its own unique development characteristics, growth path and success rules. The first is to build a path of development. China's agricultural machinery enterprises have gone through four development processes: administrative promotion, plan allocation, mechanism transformation, system transition, market orientation, deepening reform, resource optimization and strategic integration. The enterprise marketing concept has also experienced four stages of production orientation, product orientation, sales orientation, and marketing orientation. At present, it is developing into a breakthrough in the development process and social harmony marketing stage. The second is to form a win-win development pattern. In accordance with the requirements of market development, agricultural machinery enterprises focus on the development strategy and goal orientation of enterprises, adhere to the development of enterprises and distributors, implement innovation drive, continuously optimize, adjust and integrate marketing networks, and actively promote bigger and stronger. Do a fine management goal. Third, the channel's effectiveness has steadily advanced. The agricultural machinery enterprise channel implements the regional brand agency system, the products implement distribution management, build hierarchical and layered network management, and basically form a marketing network that integrates domestic, radiating foreign and long-term development, and fully supports the marketing work of agricultural machinery enterprises.
(2) Channel construction has been continuously improved. Agricultural machinery enterprises have continuously established and improved management systems and processes, innovated marketing management, and enriched and improved channel construction. The first is to implement target management. China's agricultural machinery channels basically form a management model with clear objectives, decision-making science, node specificity and feedback performance. Leading agricultural machinery enterprises take the initiative to formulate channel development strategies, and form a dynamic synergy model based on brand target market and coverage area, combined with organizational goal planning, management organization medium- and long-term and annual channel construction. According to the requirements of the enterprise, the dealers carry out market management, channel layout, product sales and service management, and complete the sales tasks and construction goals of the enterprise. The second is to implement closed-loop advancement. Agricultural machinery enterprises actively promoted the implementation of channel optimization strategy, established dealer performance and credit evaluation system, and implemented classified network management such as brand stores, franchised stores and specialty stores. Standardize the implementation of dealer credit management policies, use value levers, guide dealers to market forecasting, market development and market maintenance, and enhance dealers' self-development capabilities. The dealers establish sound market analysis, machine sales, parts supply, after-sales service, information feedback, technical training, after-sales service, customer management mode, promote the interaction of production and demand and value-added, and provide the whole life cycle from the provision of agricultural machinery products. Management shifts, from the provision of agricultural equipment to the provision of system solutions. The third is to strengthen information integration. Promote the marketing of agricultural machinery to information and network management. Strengthen the construction of e-commerce platform to achieve complementary online and offline. The online platform provides users with product information, preferential information, product training, agricultural machinery sales, online repair, online shopping malls and other fields to facilitate the purchase and use of agricultural machinery users, users to pick up and repair online.
(3) Channel performance promotes coordinated development. As an important “channel†of production, sales and marketing, and user value chain, agricultural machinery channels promote the common development of value chain synergy links while improving their own development performance. The first is to continue to write about farming civilization. It is precisely under the influence of the agricultural machinery channel that China's generation of agricultural machinery products have moved to the field and serve agriculture. The farming method consisting of “steamed bread, sickle, pole load and cattle farming†has been transformed into a mode of integrated mechanical operation of farming and management, innovation, Constructed a new farming civilization. The peasants no longer “faced toward the loess and turned back to the sky for thousands of yearsâ€, and the farming environment was fully improved. The second is to continuously optimize the level of agricultural machinery operations. The agricultural machinery industry is getting stronger and stronger. It can use modern industrial equipment and agriculture. The sales of large, medium, medium and composite agricultural machinery have been comprehensively developed, and the level of agricultural mechanization of important agricultural time, key crops and key production links has been gradually improved. Comprehensively improve the ability to resist natural disasters, and effectively guarantee the harvesting and harvesting of agriculture and the bumper harvest. The third is to promote the development of “agriculture, rural areas and farmersâ€. After more than 10 years of development driven by the purchase subsidy policy, China's “three rural†construction has achieved remarkable results. The comprehensive mechanization rate of crop cultivation and harvest reached 63%, which exceeded the “12th Five-Year Plan†target by 3 percentage points, which provided an effective guarantee for consolidating the good situation of agricultural and rural economic development. In 2016, China's total grain output reached 616 million tons, which continued to maintain a historically high status and effectively safeguarded China's food strategy.