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專家支招新形勢下農機市場營銷如何搞，農業社會化服務怎么干
2022-09-14
11:34:32
來源：中國農業機械流通協會 閱讀量：17772
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【農機網 會展快訊】2022年全國農機流通工作會議重要論壇活動——新形勢下市場營銷發展論壇、農業社會化服務理論與實踐論壇于8月28日下午在洛陽舉辦。中國農業機械流通協會副秘書長苑同寶、農業農村部農業機械化總站研究員梅成建、廣西農博士農業服務有限公司董事長吳智紅、農田行者農業技術服務聯盟老師張寶印、山東瑪利亞農業機械股份有限公司農事服務部總工張德坦、《中國市場》雜志社執行副總編馬軍等在論壇上致辭或作報告。
苑同寶在致辭中闡明了當前農機市場營銷和農業社會化服務的現狀，分析指出農機的營銷傳播工作有兩個問題值得關注：價值梳理的獨特性，在文字內容、發聲頻率、內在邏輯等方面的連續性。農資人具有兩大優勢：一是各類培訓活動豐富、學習勁頭足，二是種地實戰經驗豐富、距離種植戶近，值得農機人學習。現代農業資本、技術、知識密集，農業社會化服務要帶動小農戶共同走入現代農業，通過機械化支撐實現提質增效、產業興旺。農機人、農資人要合作共贏，主動連接起來為大農業服務。只有頭部力量先行先試，才能實現模式創新、效益增長。本次論壇活動旨在學習、借鑒、交流、探討，為進一步拓展合作空間打好基礎。
梅成建做了題為《是“+”分還是“-”分：農機宣傳工作初探》的報告。他從記憶中最成功的農機宣傳策劃——福田農裝
谷物聯合收割機、
拖拉機“先廣告、后產品”反其道而行之的產品宣傳和印象最深刻的宣傳標語——“時風時風，路路暢通”談起，詳細闡述了農機宣傳與信息傳播和農機宣傳的基本原則，并向聽眾分享了農機宣傳的思考與建議。他指出，農機宣傳要服從企業發展戰略，服從品牌塑造，服從產品營銷需要。農機宣傳要“誠”字當頭，不做虛假宣傳，并且企業應樹立大宣傳觀念，宣傳不但包括廣告、軟文、公關活動 、展示演示，還包括社會公益活動，企業在其與用戶接觸面上的表現更重要。他特別強調，要充分利用企業有利信息資源，創造性運用宣傳技巧，宣傳媒介選擇應盡可能貼近目標受眾，還要注重細節，安排好農機宣傳活動的每一個細節，千萬不能出現紕漏，導致“花錢買罪受 ”的結果。
吳智紅報告的題目是《農業面臨的變局和農資渠道變革趨勢》。他闡述了當前我國農業面臨的困境并分析其深層次原因，認為雖然國家對農業提供了各類補貼，但散戶種地積極性仍較為低落，而通過租地實現規模經營的大戶盈利也很艱難，這主要是由于農業社會化服務組織還不夠完善，加之勞動力價格上漲，種植戶沒有依靠。相比于發達國家，我國農業投入品經營體系環節有縮短空間，經營效率有提升空間，因此農業和農資領域正在涌動變革，適度規模經營的種植專業戶在逐步成長，農業生產領域社會化服務業快速崛起，無人機飛防的崛起就是最好的例證。他分享了廣西農博士扶建社會化植保及農事服務組織體系等在農業支持與服務領域的探索，以及對渠道變革的理解和對合作渠道商的建議，包括縮短環節構筑新渠道，鎖定作物、集成功能打開價格競爭的空間，依托綠色增收集成技術方案，規避低水平價格戰等。
張寶印報告的題目是《農資經銷當前的發展和趨勢》。他表示，隨著農資行業越來越規范，客戶的要求也會越來越高，所以經銷商必須行動起來，提高自己。他分享了農資經銷商對于客戶、競爭對手、銷量、品牌等方面的理解，并表示農資與農機的運營有共通之處，而且越來越多的農資經銷商與農機經銷商的身份是可以互相轉化的。
張德坦介紹了山東瑪利亞農業機械股份有限公司和瑪麗亞村村通大蒜綜合農事服務隊的情況。他表示，公司的宗旨是全心全意為大蒜產業服務；愿景是村村通，蒜農富 ，產業興。他介紹，在2015年之前，蒜種全靠人工分瓣分選，而其后則實現了機械分瓣分選；2017年之前，人工種植大蒜需要爬著、跪著，其后則實現了機械化種植，2020年之后更是開始機械收獲大蒜。瑪利亞村村通大蒜綜合農事服務作業隊自成立一年來，發展大蒜
播種機300余臺，大蒜收獲機70余臺，作業隊隊長110名，同時可帶動協調10個區域作業。2021年大蒜播種機作業面積近5萬畝，收入900余萬元。未來，作業隊計劃2025年計劃實現大蒜播種機30萬畝，大蒜收獲20萬畝，并介入土壤健康管理方案、農產品貿易、線上平臺運營等領域。
馬軍就《農機流通現代化的意義及發展》作報告。他認為，商品流通其中包括商流與物流兩層含義，我國農業機械流通作為農業現代流通體系的一部分，我們更應該從物流、供應鏈、產業鏈等角度去關注，這與“十四五”規劃中所指出的“打造我國農機產業鏈集群”是相符的。他還表示，農業產業化經營的實現路徑在于經營思維，企業應以產業化經營和全產業鏈品牌戰略思維與市場營銷策略組合，實現農機品牌提升和價值創造。
論壇由中國農業機械流通協會行業工作部副主任張驥主持。
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本網轉載并注明自其它來源(非農機網www.goodqmj.com)的作品，目的在于傳遞更多信息，并不代表本網贊同其觀點或和對其真實性負責,不承擔此類作品侵權行為的直接責任及連帶責任。其他媒體、網站或個人從本網轉載時，必須保留本網注明的作品第一來源，負版權等法律責任。
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