Study On Marketing Strategy Of Heilongjiang Agricultural Machinery Company

Agricultural machinery is an advanced instrument of production,which plays a key role in the development of modern agriculture and is one of the core elements to promote the gradual transformation of traditional agriculture to modern agriculture.As we all know,the scientific and technological concentration of modern agriculture is getting higher and higher,and agricultural machinery is an important carrier of carrying advanced agricultural technology.The emergence of agricultural machinery is an extension of human labor capacity,which makes agricultural production break through the limitations of production operation scale and production efficiency,and further improves the level of agricultural development on the basis of optimizing agricultural production conditions.The long-term accumulated practical experience of developed countries in Europe and America has fully proved that the rapid development of agricultural mechanization is an important basis for the smooth realization of agricultural modernization.In a sense,if there is no agricultural mechanization,then agricultural modernization will not be realized naturally.Up to now,the total power of agricultural machinery in China has reached 1billion kilowatts,and the output value of agricultural machinery industry has reached 450 billion yuan,which has become a major producer and user of agricultural machinery in the world.The comprehensive mechanization rate of crop cultivation and harvest is over 65% and that of major grain production is over 80%.However,compared with developed countries,there are still some gaps in agricultural machinery manufacturing,quality efficiency,mechanization degree,marketing strategy,service concept,service ability and so on.This is mainly due to the weak agricultural foundation and the low level of production technology in China.At the same time,the level of productivity is still at a low level.At present,it is urgent to promote and implement agricultural mechanization step by step,use more advanced technical means to promote agricultural development,and gradually improve the efficiency of transformation of agricultural scientific and technological achievements.However,with the reform of supply-side structure and the deepening of structural adjustment andtransformation,the agricultural machinery industry is facing the pressure of survival and industry shuffle.Based on the theory of enterprise marketing management,on the basis of the analysis of the internal and external environment of Heilongjiang Agricultural Machinery Company and the current situation of the company,this paper describes the advantages and disadvantages,opportunities and threats faced by Heilongjiang Agricultural Machinery Company in detail by using SWOT analysis method,and puts forward the implementation plan and strategy of Heilongjiang Agricultural Machinery Company under the guidance of 4C marketing theory.Safeguard measures to provide support for the long-term development of Heilongjiang Agricultural Machinery Company.