The Research On Marketing Positioning Of Farmers Machinery Group Co.,Ltd. In Hunan Province

Hunan Nongyou Machinery Group Co., Ltd.(hereinafter referred to as "farmers group company") is located in Hunan province Shuangfeng county science and Technology Industrial park. Group is the predecessor of the Hunan Province farmers Machinery Co. Ltd., was established in1995, specialized in agricultural machinery R&D and manufacturing, have "good luck","farmer Wang","Heng","vibration Feng","traveler", Hunan province and even the national famous brands.Farmers group in the conventional marketing, also is the technology research and development, product design and manufacturing, channel establishment, product promotion, after sale service, market development and brand building large do better. However, in the details of the marketing has not done enough, is not to be "fine" marketing. Specifically, company did not do some "details" marketing positioning etc.From the analysis of marketing situation farmers Machinery Group Co., Ltd. the misunderstanding in the aspects of marketing positioning in:the importance of product function, neglected brand emotional positioning; the importance of product positioning technology, ignore the product practical position; attach importance to product positioning, ignore the cultural orientation of the enterprise; value orientation product differentiation, ignoring orientation regional differences; pay attention to marketing positioning, ignore the marketing mode localization.Company of group of farmers have not fully study and understand the rural market, rural market does not know what the real needs of farmers in the purchase of agricultural machinery products, the product in mind? therefore, nature cannot produce marketable products. To win the rural market, companies must think marketing positioning strategies from the following aspects:mining the affective factors of agricultural machinery products, make product emotional positioning; fully understand the real needs of farmers, good product practical position; aim to serve the rural areas, do the cultural orientation of an enterprise; pay attention to the rural environmental difference, make products regional differences positioning; insight into the characteristics of the rural market, do a good job of marketing mode.