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專家支招新形勢下農(nóng)機(jī)市場營銷如何搞，農(nóng)業(yè)社會(huì)化服務(wù)怎么干

2022-09-14 11:34:32 來源：中國農(nóng)業(yè)機(jī)械流通協(xié)會(huì) 閱讀量：17711 評(píng)論

導(dǎo)讀：2022年全國農(nóng)機(jī)流通工作會(huì)議重要論壇活動(dòng)——新形勢下市場營銷發(fā)展論壇、農(nóng)業(yè)社會(huì)化服務(wù)理論與實(shí)踐論壇于8月28日下午在洛陽舉辦。

　　【農(nóng)機(jī)網(wǎng) 會(huì)展快訊】2022年全國農(nóng)機(jī)流通工作會(huì)議重要論壇活動(dòng)——新形勢下市場營銷發(fā)展論壇、農(nóng)業(yè)社會(huì)化服務(wù)理論與實(shí)踐論壇于8月28日下午在洛陽舉辦。中國農(nóng)業(yè)機(jī)械流通協(xié)會(huì)副秘書長苑同寶、農(nóng)業(yè)農(nóng)村部農(nóng)業(yè)機(jī)械化總站研究員梅成建、廣西農(nóng)博士農(nóng)業(yè)服務(wù)有限公司董事長吳智紅、農(nóng)田行者農(nóng)業(yè)技術(shù)服務(wù)聯(lián)盟老師張寶印、山東瑪利亞農(nóng)業(yè)機(jī)械股份有限公司農(nóng)事服務(wù)部總工張德坦、《中國市場》雜志社執(zhí)行副總編馬軍等在論壇上致辭或作報(bào)告。
 
　　苑同寶在致辭中闡明了當(dāng)前農(nóng)機(jī)市場營銷和農(nóng)業(yè)社會(huì)化服務(wù)的現(xiàn)狀，分析指出農(nóng)機(jī)的營銷傳播工作有兩個(gè)問題值得關(guān)注：價(jià)值梳理的獨(dú)特性，在文字內(nèi)容、發(fā)聲頻率、內(nèi)在邏輯等方面的連續(xù)性。農(nóng)資人具有兩大優(yōu)勢：一是各類培訓(xùn)活動(dòng)豐富、學(xué)習(xí)勁頭足，二是種地實(shí)戰(zhàn)經(jīng)驗(yàn)豐富、距離種植戶近，值得農(nóng)機(jī)人學(xué)習(xí)?，F(xiàn)代農(nóng)業(yè)資本、技術(shù)、知識(shí)密集，農(nóng)業(yè)社會(huì)化服務(wù)要帶動(dòng)小農(nóng)戶共同走入現(xiàn)代農(nóng)業(yè)，通過機(jī)械化支撐實(shí)現(xiàn)提質(zhì)增效、產(chǎn)業(yè)興旺。農(nóng)機(jī)人、農(nóng)資人要合作共贏，主動(dòng)連接起來為大農(nóng)業(yè)服務(wù)。只有頭部力量先行先試，才能實(shí)現(xiàn)模式創(chuàng)新、效益增長。本次論壇活動(dòng)旨在學(xué)習(xí)、借鑒、交流、探討，為進(jìn)一步拓展合作空間打好基礎(chǔ)。
 
　　梅成建做了題為《是“+”分還是“-”分：農(nóng)機(jī)宣傳工作初探》的報(bào)告。他從記憶中最成功的農(nóng)機(jī)宣傳策劃——福田農(nóng)裝谷物聯(lián)合收割機(jī)、拖拉機(jī)“先廣告、后產(chǎn)品”反其道而行之的產(chǎn)品宣傳和印象最深刻的宣傳標(biāo)語——“時(shí)風(fēng)時(shí)風(fēng)，路路暢通”談起，詳細(xì)闡述了農(nóng)機(jī)宣傳與信息傳播和農(nóng)機(jī)宣傳的基本原則，并向聽眾分享了農(nóng)機(jī)宣傳的思考與建議。他指出，農(nóng)機(jī)宣傳要服從企業(yè)發(fā)展戰(zhàn)略，服從品牌塑造，服從產(chǎn)品營銷需要。農(nóng)機(jī)宣傳要“誠”字當(dāng)頭，不做虛假宣傳，并且企業(yè)應(yīng)樹立大宣傳觀念，宣傳不但包括廣告、軟文、公關(guān)活動(dòng) 、展示演示，還包括社會(huì)公益活動(dòng)，企業(yè)在其與用戶接觸面上的表現(xiàn)更重要。他特別強(qiáng)調(diào)，要充分利用企業(yè)有利信息資源，創(chuàng)造性運(yùn)用宣傳技巧，宣傳媒介選擇應(yīng)盡可能貼近目標(biāo)受眾，還要注重細(xì)節(jié)，安排好農(nóng)機(jī)宣傳活動(dòng)的每一個(gè)細(xì)節(jié)，千萬不能出現(xiàn)紕漏，導(dǎo)致“花錢買罪受 ”的結(jié)果。
 
　　吳智紅報(bào)告的題目是《農(nóng)業(yè)面臨的變局和農(nóng)資渠道變革趨勢》。他闡述了當(dāng)前我國農(nóng)業(yè)面臨的困境并分析其深層次原因，認(rèn)為雖然國家對農(nóng)業(yè)提供了各類補(bǔ)貼，但散戶種地積極性仍較為低落，而通過租地實(shí)現(xiàn)規(guī)模經(jīng)營的大戶盈利也很艱難，這主要是由于農(nóng)業(yè)社會(huì)化服務(wù)組織還不夠完善，加之勞動(dòng)力價(jià)格上漲，種植戶沒有依靠。相比于發(fā)達(dá)國家，我國農(nóng)業(yè)投入品經(jīng)營體系環(huán)節(jié)有縮短空間，經(jīng)營效率有提升空間，因此農(nóng)業(yè)和農(nóng)資領(lǐng)域正在涌動(dòng)變革，適度規(guī)模經(jīng)營的種植專業(yè)戶在逐步成長，農(nóng)業(yè)生產(chǎn)領(lǐng)域社會(huì)化服務(wù)業(yè)快速崛起，無人機(jī)飛防的崛起就是最好的例證。他分享了廣西農(nóng)博士扶建社會(huì)化植保及農(nóng)事服務(wù)組織體系等在農(nóng)業(yè)支持與服務(wù)領(lǐng)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(huán)節(jié)構(gòu)筑新渠道，鎖定作物、集成功能打開價(jià)格競爭的空間，依托綠色增收集成技術(shù)方案，規(guī)避低水平價(jià)格戰(zhàn)等。
 
　　張寶印報(bào)告的題目是《農(nóng)資經(jīng)銷當(dāng)前的發(fā)展和趨勢》。他表示，隨著農(nóng)資行業(yè)越來越規(guī)范，客戶的要求也會(huì)越來越高，所以經(jīng)銷商必須行動(dòng)起來，提高自己。他分享了農(nóng)資經(jīng)銷商對于客戶、競爭對手、銷量、品牌等方面的理解，并表示農(nóng)資與農(nóng)機(jī)的運(yùn)營有共通之處，而且越來越多的農(nóng)資經(jīng)銷商與農(nóng)機(jī)經(jīng)銷商的身份是可以互相轉(zhuǎn)化的。
 
　　張德坦介紹了山東瑪利亞農(nóng)業(yè)機(jī)械股份有限公司和瑪麗亞村村通大蒜綜合農(nóng)事服務(wù)隊(duì)的情況。他表示，公司的宗旨是全心全意為大蒜產(chǎn)業(yè)服務(wù)；愿景是村村通，蒜農(nóng)富 ，產(chǎn)業(yè)興。他介紹，在2015年之前，蒜種全靠人工分瓣分選，而其后則實(shí)現(xiàn)了機(jī)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(shí)現(xiàn)了機(jī)械化種植，2020年之后更是開始機(jī)械收獲大蒜?，斃麃喆宕逋ù笏饩C合農(nóng)事服務(wù)作業(yè)隊(duì)自成立一年來，發(fā)展大蒜播種機(jī)300余臺(tái)，大蒜收獲機(jī)70余臺(tái)，作業(yè)隊(duì)隊(duì)長110名，同時(shí)可帶動(dòng)協(xié)調(diào)10個(gè)區(qū)域作業(yè)。2021年大蒜播種機(jī)作業(yè)面積近5萬畝，收入900余萬元。未來，作業(yè)隊(duì)計(jì)劃2025年計(jì)劃實(shí)現(xiàn)大蒜播種機(jī)30萬畝，大蒜收獲20萬畝，并介入土壤健康管理方案、農(nóng)產(chǎn)品貿(mào)易、線上平臺(tái)運(yùn)營等領(lǐng)域。
 
　　馬軍就《農(nóng)機(jī)流通現(xiàn)代化的意義及發(fā)展》作報(bào)告。他認(rèn)為，商品流通其中包括商流與物流兩層含義，我國農(nóng)業(yè)機(jī)械流通作為農(nóng)業(yè)現(xiàn)代流通體系的一部分，我們更應(yīng)該從物流、供應(yīng)鏈、產(chǎn)業(yè)鏈等角度去關(guān)注，這與“十四五”規(guī)劃中所指出的“打造我國農(nóng)機(jī)產(chǎn)業(yè)鏈集群”是相符的。他還表示，農(nóng)業(yè)產(chǎn)業(yè)化經(jīng)營的實(shí)現(xiàn)路徑在于經(jīng)營思維，企業(yè)應(yīng)以產(chǎn)業(yè)化經(jīng)營和全產(chǎn)業(yè)鏈品牌戰(zhàn)略思維與市場營銷策略組合，實(shí)現(xiàn)農(nóng)機(jī)品牌提升和價(jià)值創(chuàng)造。
 
 
         論壇由中國農(nóng)業(yè)機(jī)械流通協(xié)會(huì)行業(yè)工作部副主任張?bào)K主持。
 

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