Research On Marketing Strategy Of Agricultural Machinery Company

This paper studies the marketing strategy of agricultural machinery products of JLKD machinery company,which produces protective tillage supporting machines and tools.In 2019,the central government will concentrate more than 300 million financial funds to implement machinery and operation subsidies for conservation tillage technology.In the case of favorable policies,agricultural machinery enterprises that produce supporting machinery for conservation tillage will usher in opportunities and development.Jlkd machinery company,as a leading enterprise in the production of conservation tillage machines,has a relatively large market share and a high brand awareness in the four provinces of Northeast China.It is an agricultural machinery enterprise with good development prospects.However,because it is a small private enterprise,its marketing strategy is not perfect,its marketing personnel are not professional,its distribution channel is single,and its market planning ability is weak Enterprises rely too much on distributors for sales,and the management of distributors is not in place.This paper analyzes the environment of JLKD machinery company,including macro environment,market environment and internal environment.On the one hand,it can make en terprises better grasp the current market environment and find new marketing opportunities.On the other hand,It also provides an objective basis for the formulation of enterprise marketing strategy.Then,using STP marketing theory and 7PS theory,under the condition of reconstructing JLKD company’s market segmentation,market selection and market positioning,and after clarifying the existing problems and challenges of the enterprise,we can formulate more optimized marketing strategies for the enterprise,so that the enterprise can achieve long-term development,improve its competitiveness and increase its marke.