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直播經(jīng)濟下中國農(nóng)機院創(chuàng)新復(fù)工復(fù)產(chǎn)“新路徑”

2020-03-12 08:55:59 來源：中國農(nóng)業(yè)機械化科學(xué)研究院 閱讀量：20471 評論

　　【農(nóng)機網(wǎng) 明星企業(yè)】 新冠肺炎疫情發(fā)生以來，中國農(nóng)機院深入學(xué)習(xí)、貫徹習(xí)近平總書記關(guān)于疫情防控和經(jīng)濟社會發(fā)展的重要指示批示精神，認真落實國機集團、北京市政府工作部署要求。
 
　　一方面，毫不放松抓緊、抓實、抓細各項防控措施，確保打贏這場疫情防控的人民戰(zhàn)爭、總體戰(zhàn)、阻擊戰(zhàn)。
 
　　另一方面，在全力推動企業(yè)安全有序復(fù)工復(fù)產(chǎn)的基礎(chǔ)上，化危為機，整合現(xiàn)有資源優(yōu)勢、創(chuàng)新營銷手段、捕捉市場機遇，多家所屬企業(yè)開啟直播銷售新模式，創(chuàng)新復(fù)工復(fù)產(chǎn)“新路徑”，確保在防疫和生產(chǎn)經(jīng)營兩條戰(zhàn)線上取得新的全面勝利。
 
　　戰(zhàn)疫情、備春耕
 
　　現(xiàn)代農(nóng)裝助推線上銷售轉(zhuǎn)型升級
 
　　疫情期間，農(nóng)機展會、演示會紛紛延后舉辦，但農(nóng)時不等人、春耕正當(dāng)時。為了確保春播機械按時交付市場，保障農(nóng)業(yè)生產(chǎn)經(jīng)營有序開展，中國農(nóng)機院所屬現(xiàn)代農(nóng)裝創(chuàng)新營銷體系、加強網(wǎng)絡(luò)推廣，通過快手、抖音、微信等平臺，及時為用戶提供線上咨詢服務(wù)和線上營銷服務(wù)。
 
　　3月3日，現(xiàn)代農(nóng)裝借助農(nóng)機360快手直播平臺，由產(chǎn)品經(jīng)理和技術(shù)專家以“戰(zhàn)疫情，備春耕”為主題，在線向大家介紹“中農(nóng)機”免耕播種機的產(chǎn)品特點和維修保養(yǎng)小技巧。相比傳統(tǒng)演示會模式，在線直播拉近了企業(yè)與用戶之間的距離，由傳統(tǒng)一對一的銷售模式變?yōu)橐粚。直播期間，線上線下互動不斷，“中農(nóng)機”免耕播種機成為新晉網(wǎng)紅，頻頻收到經(jīng)銷商、用戶送來的小禮物。

 

　　3月7日，由中國農(nóng)機院農(nóng)業(yè)機械雜志社推出，現(xiàn)代農(nóng)裝特約播出的“農(nóng)機戰(zhàn)役春耕直播小課堂”在知谷農(nóng)機網(wǎng)、今日頭條、快手、抖音、微信等平臺同時上線。廣泛的宣傳和豐富的專題內(nèi)容，使得公司產(chǎn)品得到大量傳播，短短一個小時訪客數(shù)量就達到了萬余次。

 

　　目前，現(xiàn)代農(nóng)裝已相繼開通抖音藍V認證、今日頭條賬號等平臺賬號。在今后的工作中，銷售人員將對如何做好產(chǎn)品宣傳設(shè)計、抓好產(chǎn)品賣點、把握銷售節(jié)奏等問題進行深入研究，務(wù)求直播取得實效、助推銷售轉(zhuǎn)型升級。
 
　　線下線上無界營銷
 
　　天順長城路機新品發(fā)布會成功舉辦
 
　　受疫情影響,中國農(nóng)機院所屬天順長城精心規(guī)劃的新品發(fā)布會被迫取消，秉承“客戶至上、誠信守約”的企業(yè)宗旨，天順長城快速調(diào)整營銷思路，開啟線下線上無界營銷新模式。3月5日，其采用網(wǎng)絡(luò)直播形式推出的“質(zhì)出精品，智動未來”路機新品發(fā)布會在順義園區(qū)成功舉辦。
 
　　該場發(fā)布會展出了天順長城的多款新品，既有大攤鋪寬度23m攤鋪厚度60cm的SP2060-3型攤鋪機、大攤鋪寬度14m攤鋪厚度50cm的SP1350-3X型攤鋪機；也有配置大剛性液壓伸縮熨平裝置的SP935S-3X型攤鋪機(可選配10m)；還有S2000/77型銑刨機和TS1300橫向轉(zhuǎn)運車以及主銷攤鋪機產(chǎn)品SP1860-3型攤鋪機。此外，天順長城新研制的快拆式機拼熨平板、CM218型銑刨鼓、SR攪龍葉片和高效均勻加熱板等核心部件也紛紛亮相。

 

　　活動中，天順長城與廣大用戶進行了深入互動，用戶積極推薦分享、直播間氣氛熱烈高漲。短短一個多小時，在線觀看人數(shù)突破3萬人，互動留言多達上萬條，線上新品發(fā)布會取得完滿成功。

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