Research On Marketing Strategy Of Agricultural Machinery Products Of Z Company

Effective marketing is an important driving force for enterprises to gain continuous competitive advantage in fierce market competition.As a big agricultural country,China is also a big country of production and demand of agricultural products.As an agricultural machinery company,Z Company is facing great market expansion and operating pressure with the development of the company and the intensification of market competition.This paper analyzes the problems existing in the marketing process of agricultural machinery products of Z Company,puts forward the marketing strategy to promote the development of agricultural machinery products business,and then improves the market competitiveness of Z Company.This paper firstly expounds the background,purpose significance and related theoretical definition review of the research,as well as the current research situation domestic and abroad.Through the analysis of the marketing status and problems of agricultural machinery products of Z Company,it is put forward that there are problems in the marketing of Z Company’s agricultural machinery products such as low compatibility between product line and market demand,inflexible price strategy,unreasonable allocation of channel resources,and single promotion means.At the same time,this paper used PEST theory to analyze the macro environment,economic environment,social environment and technical environment of Z Company’s agricultural machinery products in the marketing process,and meanwhile analyzes the industrial environment and competitive environment(five forces model)in addition.On the basis of this,in this paper,the optimization measures of marketing organization strategy for agricultural machinery products of Z company are proposed,including market segmentation,market selection and market positioning by using STP theory and putting forward specific optimization measures based on the perspective of 4P marketing mix,including optimizing product line configuration.Create a cross-border product line and implement a product mix of "Agricultural Machinery + Agricultural Tools + Agricultural Resources + Agricultural Arts";Do a good job of pricing analysis based on cost accounting,competitive products,sales coordination analysis of whole machine and accessories,policy subsidies and user value investment.Active use of the Internet,offline experience shop and set up dealer incentive mechanism and other perfect channel construction;Do the channel activities at dealer and user level.Finally,this paper puts forward that Z Company can do the work of optimizing measures from three aspects: organization guarantee,personnel guarantee and customer relationship guarantee,and promote the implementation and landing of optimizing measures.