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疫情下銷量不降反增，“揭秘”悅達農(nóng)裝品牌經(jīng)營戰(zhàn)略

———專訪江蘇悅達智能農(nóng)業(yè)裝備有限公司營銷公司副總經(jīng)理彭廣林
2020-11-20 13:22:15 來源：農(nóng)機網(wǎng)原創(chuàng) 作者：林言 閱讀量：64212 評論

　　【農(nóng)機網(wǎng) 訪談資訊】 據(jù)中國農(nóng)業(yè)機械流通協(xié)會發(fā)布的數(shù)據(jù)，今年1月-9月，全國拖拉機銷量同比增長了15.6%。能夠在疫情下不降反增，這得益于農(nóng)機行業(yè)的特殊性和重要性。而對于農(nóng)機企業(yè)來說，如何在疫情下打一場漂亮的“反擊戰(zhàn)”，后疫情時代又該如何保持穩(wěn)定發(fā)展從而不被市場淘汰？

　　帶著這些問題，在11月13-15日的2020農(nóng)機展上，農(nóng)機網(wǎng)記者采訪了江蘇悅達智能農(nóng)業(yè)裝備有限公司營銷公司副總經(jīng)理彭廣林先生。彭總向我們“揭秘”了江蘇悅達智能農(nóng)業(yè)裝備有限公司(以下簡稱“悅達農(nóng)裝”)在市場上“經(jīng)久不衰”、“久戰(zhàn)不敗”的“秘訣”。

　　彭總表示，受今年疫情影響，上半年農(nóng)機市場需求有所增長，因前期疫情影響，后期用戶要求的交貨周期相對變短，在這種情況下，悅達農(nóng)裝克服困難，在嚴(yán)格控制產(chǎn)品品質(zhì)的前提下，壓縮交貨周期，同時公司總體也實現(xiàn)了增長。能做到這一點是不容易的，這得益于悅達農(nóng)裝長期以來管理軟實力的積累和對行業(yè)趨勢的把控。
 
　　彭總介紹說，近年來悅達農(nóng)裝持續(xù)加大各方投入，從人才、技術(shù)等各方面持續(xù)推動創(chuàng)新。具體來說，在人才投入上，近三年來，悅達農(nóng)裝從多所高效招聘了26名工程師，其中12名擁有研究所學(xué)歷。悅達農(nóng)裝一直高度重視人才戰(zhàn)略，不斷提升人才培養(yǎng)計劃；二是研發(fā)資金的投入，公司致力于挖掘市場潛在的產(chǎn)品需求，并每年投入1200萬研發(fā)費用，用于新產(chǎn)品研發(fā)。以上二者結(jié)合便是悅達農(nóng)裝始終堅持的以研發(fā)創(chuàng)新促發(fā)展的經(jīng)營戰(zhàn)略方針。

　　當(dāng)前市場，一個品牌想要獲得持久發(fā)展和用戶關(guān)注，其品牌經(jīng)營策略也是至關(guān)重要的。彭總表示，悅達農(nóng)裝在品牌經(jīng)營策略上，可以總結(jié)為以下三點：
 
　　首先，對于農(nóng)機行業(yè)來說，品牌一定要以產(chǎn)品作支撐。一是產(chǎn)品性能方面，品牌產(chǎn)品需要滿足市場不斷發(fā)展的潛在需求，要進行超前準(zhǔn)確的產(chǎn)品定位。二是產(chǎn)品品質(zhì)和可靠性方面，要做到嚴(yán)格質(zhì)量管理，確保送到用戶手上的每一臺產(chǎn)品合格、可靠、耐用。
 
　　其次是服務(wù)方面，悅達農(nóng)裝實施了“黃海金馬服務(wù)策略”。由于農(nóng)業(yè)生產(chǎn)的季節(jié)性明顯，每年農(nóng)機的作業(yè)時間大概在2個月左右，這對產(chǎn)品三包服務(wù)響應(yīng)解決的效率要求很高。因此，悅達農(nóng)裝一直以來非常重視售后服務(wù)的及時性，在配件供應(yīng)和維修人員的配備上都很及時、充分，不斷提升用戶服務(wù)滿意度。此外，及時通過對產(chǎn)品故障信息統(tǒng)計分析、持續(xù)改進，不斷提升產(chǎn)品品質(zhì)。
 
　　后，隨著互聯(lián)網(wǎng)日新月異的發(fā)展，新媒體被越來越廣泛地應(yīng)用，悅達農(nóng)裝聯(lián)合多家各類新興媒體，在多個信息平臺上，進行立體式、多方位地品牌宣傳和推廣，從而進一步提升品牌品度。
 
　　通過持續(xù)提升用戶滿意度和品牌度連個維度，強烈支撐品牌可持續(xù)發(fā)展。

　　在談到農(nóng)機行業(yè)發(fā)展趨勢時，彭總表示，隨著物聯(lián)網(wǎng)、大數(shù)據(jù)、人工智能技術(shù)日新月異的發(fā)展，數(shù)字化、信息化、智能化是未來的發(fā)展方向，在產(chǎn)品智能化方面必須超前研發(fā)和配置。對此，悅達農(nóng)裝也早已開始了這方面的部署。目前，公司在黃海金馬200馬力-260馬力的重型智能拖拉機上配置了遠程導(dǎo)航系統(tǒng)，這就意味著，無論這臺拖拉機在全國的任何位置，悅達農(nóng)裝工廠后臺都能實時掌握其作業(yè)數(shù)據(jù)。通過這些后臺數(shù)據(jù)，在機器出現(xiàn)故障時可進行遠程故障診斷，同時幫助用戶快速解決問題，大力提升服務(wù)效率。此外，悅達農(nóng)裝更是對重型拖拉機配置了無人駕駛技術(shù)。未來，悅達農(nóng)裝會更加完善產(chǎn)品的智能化和數(shù)字化裝備，為我國農(nóng)業(yè)現(xiàn)代化貢獻自己的力量。

上一篇： 黃金期過后，拖拉機老牌企業(yè)如何順應(yīng)時代發(fā)展實現(xiàn)轉(zhuǎn)型升級？

下一篇：優(yōu)牧達亮相2020國際農(nóng)機展

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