饲料企业产品售后服务与产品营销协同发展研究

Research on synergistic development of after-sales service and product marketing of feed companies

在我国经济发展新常态背景下,饲料企业已结束高速增长,进入行业整合、微利竞争的新时代。高速增长时代,大部分饲料企业形成以营销为导向的经营策略,售后服务仅为附加形式。这一方式已不符合当下的竞争态势。基于这一背景,本文首先分析了饲料企业产品营销、产品售后服务的现状,并指出了其中存在的主要问题。其次,提出了企业从营销组织、考核、团队三个方向进行改革,以构建产品售后与营销协同发展的有效模式。此外,还探讨了互联网技术在营销与售后协同模式构建中的重要作用。

Under the background of the new normal of China’s economic development,feed companies have ended their rapid growth and entered a new era of industry integration and low-profit competition. In the time of rapid growth,most feed companies have formed marketing-oriented business strategies,and after-sales service is only an additional form. This method is no longer in line with the current competitive situation. Based on this background, this article first analyzed the product marketing and after-sales service in feed companies and pointed out the main problems. Secondly,it put forward the reform of the company from the three directions of the marketing organization,performance assessment,and team to build an effective model for the collaborative development of after-sales and marketing of products. In addition, the important role of Internet technology in the construction of a collaborative model of marketing and after-sales was also discussed.