抢滩后市场 探寻取利蓝海——基于农机行业后市场的分析

Beach the After-market Explore the Blue Ocean of Profit The Analysis Based on After-market of Agricultural Machinery Industry

在各项惠农政策尤其是农机补贴的推动下,我国农机市场连续多年高速发展。随着市场竞争加剧,利润空间被不断压缩,整机销售利润日益降低,更多的获利空间转移到服务领域。如何基于前市场开拓后市场,转变经营理念和发展模式,制定有效的利润策略,是不少农机企业在后市场时代面临的主要问题。本文在对后市场的内涵及特征进行简单概述后,重点分析了我国农机企业面对后市场开展经营存在的问题及其应对策略。

Under the impetus of the various preferential agricultural policy, especially agricultural subsidies, the development of agricultural market is rapid for many years. As market competition intensifies, profit margins are continually compressed, machine sales profit increasingly lower, more profitable space is shifted to services. How to open up the after-market based on pre market, change business philosophy and mode of development, develop effective strategies of profit, that is the main problems to face for many agricultural enterprises in the after-market era. In this paper, after a brief overviewof the meaning and characteristics of the after-market, it focusesd on analyzing the problems and coping strategies that is existed when China′s agricultural enterprises doing business in after-market.