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疫情下销量不降反增,“揭秘”悦达农装品牌经营战略

———专访江苏悦达智能农业装备有限公司营销公司副总经理彭广林
2020-11-20 13:22:15 来源:农机网原创 作者:林言 阅读量:62273 评论

导读:在11月13-15日的2020农机展上,农机网记者采访了江苏悦达智能农业装备有限公司营销公司副总经理彭广林先生。彭总向我们“揭秘”了江苏悦达智能农业装备有限公司在市场上“经久不衰”、“久战不败”的“秘诀”。

  【农机网 访谈资讯】 据中国农业机械流通协会发布的数据,今年1月-9月,全国拖拉机销量同比增长了15.6%。能够在疫情下不降反增,这得益于农机行业的特殊性和重要性。而对于农机企业来说,如何在疫情下打一场漂亮的“反击战”,后疫情时代又该如何保持稳定发展从而不被市场淘汰?

  带着这些问题,在11月13-15日的2020农机展上,农机网记者采访了江苏悦达智能农业装备有限公司营销公司副总经理彭广林先生。彭总向我们“揭秘”了江苏悦达智能农业装备有限公司(以下简称“悦达农装”)在市场上“经久不衰”、“久战不败”的“秘诀”。

  彭总表示,受今年疫情影响,上半年农机市场需求有所增长,因前期疫情影响,后期用户要求的交货周期相对变短,在这种情况下,悦达农装克服困难,在严格控制产品品质的前提下,压缩交货周期,同时公司总体也实现了增长。能做到这一点是不容易的,这得益于悦达农装长期以来管理软实力的积累和对行业趋势的把控。
 
  彭总介绍说,近年来悦达农装持续加大各方投入,从人才、技术等各方面持续推动创新。具体来说,在人才投入上,近三年来,悦达农装从多所高效招聘了26名工程师,其中12名拥有研究所学历。悦达农装一直高度重视人才战略,不断提升人才培养计划;二是研发资金的投入,公司致力于挖掘市场潜在的产品需求,并每年投入1200万研发费用,用于新产品研发。以上二者结合便是悦达农装始终坚持的以研发创新促发展的经营战略方针。

  当前市场,一个品牌想要获得持久发展和用户关注,其品牌经营策略也是至关重要的。彭总表示,悦达农装在品牌经营策略上,可以总结为以下三点:
 
  首先,对于农机行业来说,品牌一定要以产品作支撑。一是产品性能方面,品牌产品需要满足市场不断发展的潜在需求,要进行超前准确的产品定位。二是产品品质和可靠性方面,要做到严格质量管理,确保送到用户手上的每一台产品合格、可靠、耐用。
 
  其次是服务方面,悦达农装实施了“黄海金马服务策略”。由于农业生产的季节性明显,每年农机的作业时间大概在2个月左右,这对产品三包服务响应解决的效率要求很高。因此,悦达农装一直以来非常重视售后服务的及时性,在配件供应和维修人员的配备上都很及时、充分,不断提升用户服务满意度。此外,及时通过对产品故障信息统计分析、持续改进,不断提升产品品质。
 
  后,随着互联网日新月异的发展,新媒体被越来越广泛地应用,悦达农装联合多家各类新兴媒体,在多个信息平台上,进行立体式、多方位地品牌宣传和推广,从而进一步提升品牌品度。
 
  通过持续提升用户满意度和品牌度连个维度,强烈支撑品牌可持续发展。

  在谈到农机行业发展趋势时,彭总表示,随着物联网、大数据、人工智能技术日新月异的发展,数字化、信息化、智能化是未来的发展方向,在产品智能化方面必须超前研发和配置。对此,悦达农装也早已开始了这方面的部署。目前,公司在黄海金马200马力-260马力的重型智能拖拉机上配置了远程导航系统,这就意味着,无论这台拖拉机在全国的任何位置,悦达农装工厂后台都能实时掌握其作业数据。通过这些后台数据,在机器出现故障时可进行远程故障诊断,同时帮助用户快速解决问题,大力提升服务效率。此外,悦达农装更是对重型拖拉机配置了无人驾驶技术。未来,悦达农装会更加完善产品的智能化和数字化装备,为我国农业现代化贡献自己的力量。
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