乡村振兴背景下农机企业营销策略优化研究
Research on Marketing Strategy Optimization of Agricultural Machinery Enterprises under the Background of Rural Revitalization

随着乡村振兴战略的不断推进，为实现我国农业农村现代化，农机作为重要的农业生产工具是不可或缺的一环，因此国家近年来开始推动我国农业机械转型升级与结构优化。在此背景下，我国农机企业面临着巨大的变革压力。本研究将基于4Ps营销理论，结合乡村振兴背景下农机政策与我国农机市场现状，对我国农机企业营销策略展开分析，针对其存在的产品结构较落后，产品同质化严重、价格策略单一，未能考虑客户群体的价格敏感度、线上渠道开发不足，经销网络存在冲突、缺乏针对性宣传，传统促销手段效果欠佳的不足。从产品、价格、渠道与促销四个维度提出相应的优化措施，以期能为我国农机企业在国家推动农机转型的重要时期提升市场竞争力提供一些借鉴。
With the continuous promotion of the rural revitalization strategy, in order to achieve modernization of agriculture and rural areas in China, agricultural machinery, as an important agricultural production tool, is an indispensable part. Therefore, in recent years, the country has begun to promote the transformation, upgrading, and structural optimization of agricultural machinery in China. In this context, China’s agricultural machinery enterprises are facing enormous pressure for transformation. This study will be based on the 4Ps marketing theory, combined with the agricultural machinery policies under the background of rural revitalization and the current situation of China’s agricultural machinery market, to analyze the marketing strategies of agricultural machinery enterprises in China. It will focus on the shortcomings of backward product structure, serious product homogenization, single price strategy, failure to consider the price sensitivity of customer groups, insufficient online channel development, conflicting distribution networks, lack of targeted promotion, and ineffective traditional promotional methods. Propose corresponding optimization measures from four dimensions: product, price, channel, and promotion, in order to provide some reference for Chinese agricultural machinery enterprises to enhance their market competitiveness during the important period of national promotion of agricultural machinery transformation.