社群营销在农机行业中的应用

Application of Community Marketing in Agricultural Machinery Industry

随着互联网等新技术手段的不断兴起,各传统行业的生产经营方式也经历着重要转变。农机行业作为传统制造业,受政策、经济等客观因素影响,其营销方式一直具有典型自身特色。在行业经济增速放缓和新技术不断兴起的冲击下,农机营销方式转变势在必行。以新营销方式中具有典型特色的社群模式在农机行业中的应用为研究对象,结合文献综述和案例分析的方法,在社群营销的应用中结合实际的消费环境,从目标消费群体的选择、具体营销场景的搭建和模式确立的角度进行了综合分析,得出社群营销所引导的精准化、场景化和多样化的模式是未来营销转变的新趋势,以期为整个农机行业的营销转型提供参考。

With continuous rise of new technologies such as Internet,production and management methods of various traditional industries are undergoing important changes.As a part of traditional manufacturing industry,agricultural machinery industry is influenced by objective factors such as policies and economy,and its marketing methods have always had its own characteristics.Under impact of slowdown in industry’s economic growth and emergence of new technologies,transformation of marketing methods is imperative.Combined with literature review and case analysis method,application of community marketing with typical characteristics in new marketing models in agricultural machinery industry was taken as research object,and was analyzed from target consumer group,establishment of specific marketing scenarios and establishment of models with actual consumption environment in application of social marketing,a new trend of precision,scene and diversification model guided by social marketing was concluded,conclusion was expected to provide reference for marketing transformation of entire agricultural machinery industry.