Study On The Marketing Strategy Of JD Company’s Agricultural Equipment

Grain production is related to security of our country and people’s life quality, and the popularization and application of agricultural equipment is the guarantee of food security and agricultural modernization. In recent years, agricultural equipment in China development very seriously, gained the full range of support from the Government. At present, more than2000enterprises engaged in developing and producing such product. But the agricultural equipment, as a typical industrial, how to effective marketing in the dispersive and the traditional rural market, is a new subject. It is also an universal problem of agricultural equipment manufacturers.JD Company, a large enterprise who locates in the four line of the city has a history of nearly60years. It was an old state-owned enterprise in its main history, listed in1997, and held by a private enterprise in2003. Multiple identity makes the personnel structure and management level make it can be said a typical enterprise of the domestic agricultural equipment manufacturing industry and even machinery industry. In products is old, market competition is intense, profit thin but the stock market performance pressure is big, JD Company face many challenge. JD took agricultural machinery and equipment development, production, sales as the breakthrough point of the strategic transformation, in2013, the company invested a lot of resources to set up agricultural equipment BU. After more than a year of efforts, JD agricultural equipment BU has established complete R&D, production, quality, sales team, developed several mainstream product in the market, built the production line of the production assembly, testing of key components, established distribution channels in the main demand region. Agricultural equipment business of JD Company in hardware is fully prepared. But there is a large gap between the actual sales results of the first half of2014and the original setting business goals. The most direct and important reason is the improper marketing strategy if sales result is not ideal,. Can say, to JD, agricultural equipment division, marketing strategy is correct or not become the key to the success or failure of the JD’s strategic transformation.In this paper, through the study of the rural market for industrial goods and the agricultural equipment product marketing strategy of JD company, we found that currently the main marketing problems of JD company are not enough cognition to the competitive environment, not an objective assessment of their own ability and detailed internal management problems, making marketing strategy formulation is more simple and rough. They result marketing strategies and operational goals do not match. The author proposes a JD marketing strategy adjustment should start from the product planning, product focus and product innovation, the integration of internal resources and the innovation of marketing mode. Change should start from the inside to the outside. Market promote model innovation is the focus of marketing strategy, it can force from brand promotion, word of mouth marketing, experience marketing, network marketing and other dimensions to. As the new marketing strategy is rebuilt, the Balanced Scorecard may be the best tool of strategic management to achieve landing of the marketing strategy.Agricultural machinery and equipment is typical industrial goods. All the marketing r strategy innovation management ideas and methods proposed in this paper, are not only for agricultural equipment products of JD company, also available as a reference for other industrial products manufacturers in the rural market..