中文摘要
中文摘要
粮食生产是我国农业发展中的核心内容，而农业又是我国国家经济社会发展
的根本保障。农业装备的推广以及使用是有效推动了我国农业现代化的发展进程
的重要环节。近几年来，随着我国农业的进一步发展，国家高度重视农业装备的
发展，在资金、政策等方面给予全面指导。当前，我国从事这一行业的企业数量
也越来越多。然而，怎样在分散特点显著的农村开展农业机械的市场营销，成为
了不少公司面临的重要课题，也是必须要解决的关键难点。
A农业机械公司是黑龙江省的一家从事农业机械生产加销售的公司。当前在
市场竞争压力巨大的背景下，该公司积极调整现有的组织结构与管理方法，同时
不断完善现有的研发、生产与销售团队，在硬件方面已经做好了积极的准备。但
是，A农业机械公司在 2019年的农业机械销售情况上仍然不令人满意。导致这一
结果最为直接的原因就是公司采取的营销渠道管理方法存在问题。
本次研究旨在对该公司的整体现状、内外部环境以及营销渠道发展现状等存
在的问题进行分析。并且，同时分析其面临的营销环境——包含宏观环境与微观
环境、内部环境。其中，宏观环境从政治、经济、社会以及技术方面展开论述；
微观环境则主要指的是供应商、中间商与竞争者、社会公众；内部环境主要有员
工、设备以及市场等。针对以上方面或环节存在的问题，本文提出相应的优化管
理方法——例如，营销渠道的建设以及管理优化、处理好不同渠道间的冲突、管
理渠道物流内容等。最后，为了保证营销渠道管理方法的有效落实，还要做好相
关的配套与保障措施，如优化组织结构、营销组合以及企业文化、财务等。
关键词：农业机械；营销渠道；渠道管理
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黑龙江大学硕士学位论文
Abstract
Food production is the core content of China's agricultural development， and
agriculture is the fundamental guarantee for China's national economic and social
development. The promotion and use of agricultural equipment has promoted the
development of China's agricultural modernization. In recent years， with the further
development of China's agriculture， the state attaches great importance to the
development of agricultural equipment and gives comprehensive guidance on funds and
policies. The number of companies currently engaged in this industry in China is also
increasing. However， how to carry out the marketing of agricultural machinery in rural
areas with remarkable dispersion characteristics has become an important issue faced by
many companies and a key problem that must be solved.
A Agricultural Machinery Company is a company engaged in the sales of
agricultural machinery in Heilongjiang Province. At present， under the background of
huge market competition pressure， the existing organizational structure and
management methods are actively adjusted. At the same time， the existing R&D，
production and sales teams are continuously improved， and the hardware has been
actively prepared. However， the sales of agricultural machinery in 2019 is still not
satisfactory. The most direct cause of this result is the problem of the marketing channel
management method adopted by the company.
This study analyzes the company's overall status， internal and external
environment， and the status quo of marketing channels development. At the same
time， it analyzes the marketing environment it faces， including macro environment
and micro environment，internal environment，where macro environment is discussed
from political， economic， social and technical aspects; micro environment mainly
refers to suppliers， middlemen and competitors， and the public. The internal
environment mainly includes employees， equipment and markets. In response to the
existing problems， the corresponding optimization management methods are
proposed， including the construction of marketing channels and management
optimization， handling conflicts between different channels， and managing channel
logistics content. Finally， in order to ensure the effective implementation of marketing
channel management methods， we must also do related supporting measures， such as
organizational structure， marketing mix， corporate culture， and finance.
Keywords: Agricultural machinery; Marketing channels; Channel management
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目录
目录
中文摘要 ........................................................................................................................... I
Abstract ...........................................................................................................................II
绪论 .................................................................................................................................. 1
一、研究背景 .......................................................................................................... 1
二、研究目的和意义 .............................................................................................. 2
（一）研究目的 .............................................................................................. 2
（二）研究意义 .............................................................................................. 2
三、国内外研究现状 .............................................................................................. 3
（一）国外研究现状 ...................................................................................... 3
（二）国内研究现状 ...................................................................................... 5
（三）国内外现状研究评述 .......................................................................... 7
四、主要研究内容和研究方法 .............................................................................. 7
（一）主要研究内容 ...................................................................................... 7
（二）研究方法 .............................................................................................. 8
第一章相关概念和理论 ................................................................................................ 9
第一节相关概念 .................................................................................................... 9
一、农业机械行业 .......................................................................................... 9
二、农业机械行业特征 .................................................................................. 9
第二节相关理论 .................................................................................................... 9
一、市场营销组合理论 .................................................................................. 9
二、营销渠道理论 ........................................................................................ 10
本章小结 .................................................................................................................11
第二章 A农业机械公司营销渠道现状和问题分析 .................................................. 12
第一节 A农业机械公司概况 .............................................................................. 12
一、整体状况 ................................................................................................ 12
二、内部情况 ................................................................................................ 15
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。。。以下略