农资企业的营销渠道创新分析——以贵州宏福实业总公司为例

The new marketing channel analysis of agricultural material enterprises——an example of marketing channel creative in Guizhou Hongfu company

针对当前我国农业生产资料企业营销渠道现状,分析贵州宏福实业总公司创建的“营销网络—宏福村”的方式,即对象选择、购肥方式、使用数量、组织管理、示范效应、挂牌以及“宏福村”给企业带来的效益,并通过单项因素直接测定法(MTP)测算为农民带来的收益,提出“农民—企业”双赢的农资企业销售渠道创新建设应该以顾客真正需求为中心、以服务产出水平为目标;同时,市场管理上要创新,由客户分散管理转向集约管理。

This article analyzes the enterprise＇ s profit brought by ＂Hongfu village＂ and counts out the revenue of farmers by the way of MTP. These results all combine with the current references and the present status of agricultural material enterprises＇ marketing channel, and analyze the style of ＂marketing net-Hongfu village＂ initiated by Hongfu enterprise, including object selecting, purchasing style, using quality, organizational management, example effect, posting, etc. Finally the win-win relationship between farmer and agricultural material enterprises was put forward. This relationship should put the real need of customer in center, aim at the outputs of service, meanwhile, make innovation in marketing management,change the customer separate management into intensive management.