Agricultural products refer to products related to agricultural production, including various agricultural production materials such as seeds, chemical fertilizers, pesticides, agricultural machinery, agricultural films, etc., with a wide variety of specifications, high technical content, seasonal and regional strength, and different production sites. Such characteristics are a very large market. Recently, the author made an in-depth investigation of the overall situation of the entire agricultural material market in recent years, conducted thorough and in-depth analysis, and conducted discussions on future trends and changes in marketing ideas.
I. Current situation of the agricultural capital market In recent years, the country has been subject to macroeconomic policy adjustments and adjustments of industrial policies, the acceleration of urbanization, the rapid expansion of the scale of infrastructure construction, the transformation of farmers' cultivation and farming concepts, and severe large-scale meteorological and secondary disasters. Affected by many factors, such as agricultural products, especially pesticides, fertilizers, and seed markets, the market is sluggish, the demand is weak, and the library premium falls. The overall situation is chaotic, unpredictable, unpredictable, chaotic, and unclear. severe. In particular, more than 90% of the fine seed industry (such as vegetables) is controlled by foreign seeds, which is 20% higher than the price of domestic seeds. This is not only the loss of China's seed industry, but also increases the burden on all Chinese people. With the innovation of agricultural cropping patterns and the rapid development of off-season crop production, the market demand for agricultural film is relatively large, but disorderly competition among peers is rather fierce. On the market, "three no" agricultural film products rampant, poor quality film flooded the agricultural resources market, agricultural film quality is uneven, the market share of the new material film was squeezed. Traditional farming tools have basically faded out of the market. Although various agricultural machinery and tools market have the promotion and encouragement mechanism of the country's tilting supporting policies, it has not achieved the expected results, and the sales of agricultural machinery products have been unsatisfactory, and the busy season has not waned. The effect of subsidies is not obvious enough.
Second, the formation of reasons and analysis From the institutional point of view, the current system of agricultural capital circulation is from the planned economy to the market economy changes in the transition process, breaking down from the grass-roots state-owned purchasing and unbundling model, to its employees and a part of agricultural technicians to disperse the individual business households Based on the unordered competitive distribution network structure, from the perspective of marketing methods, the agricultural capital market and other industrial products and consumer goods markets are different from each other, and they have five unique characteristics, namely, the dispersion of purchasing units, the seasonality of the purchase process, and the obvious differences. The regionality and price are affected by the asymmetry of the lifting of the impact of the fall in the price of agricultural products and the release of supply and demand information. Farmers, as their main consumer objects, have obvious purchasing characteristics such as followability, randomness, and minimum price principles in the purchasing process. As the medium connecting the supply and demand sides, dealers are affected by factors such as the environment they live in, the objects they contact, and the instinct of the company to maximize profits, and the first consideration in the development of the market, management layout, and sales strategy is to maximize the price and profit. Based on this, some unscrupulous manufacturers have made rampant fakes and resorted to counterfeit and low prices to disrupt the market. In terms of supply and demand, in general, supply exceeds demand, and it completely enters the buyer's market. As the state lacks a standardized management system for the agricultural production industry, heavy construction, and light research and development have led to a substantial reduction in the entry threshold for agricultural assets, coupled with a higher profit margin for the agricultural industry in the early years of reform and opening up, a large amount of capital inflow has made agriculture The number of capital-producing enterprises has surged, duplicated construction, production exceeded demand, and many low-end products, and the competition among production enterprises has entered an incandescent stage. Due to the long-term chaos of the production and circulation order of agricultural assets, the enterprises in the industry have used high rebates and large amounts of distribution as the main competitive means, and dealers have used price as the main means to draw customers. Because the competition means and level of competition in the industry are generally not high, it is impossible to bring about a significant increase in the quality of the entire industry. This is also the fundamental reason why the big agricultural country cannot bred out the famous agricultural production enterprises and enterprise groups with outstanding operating capacity and capital strength.
III. Countermeasures to integrate and revitalize the agricultural capital market In a large agricultural country, there is no supporting supporting agricultural resource market with healthy norms. Its industrial status is certainly weak, and the sustainable development is certainly insufficient. The input-output ratio is definitely not The enthusiasm of practitioners for production and management is certainly not high. If things go on like this, the basic status of the agricultural industry in the country will inevitably falter and will inevitably affect the stability of the country. Therefore, starting from the strategic height of national stability, the chaotic situation in the agricultural capital market can no longer continue. Integrated rejuvenation strategy:
1. The direct supply and demand mode is a weapon to break the embarrassing situation of the current agricultural capital market. Its basic connotation is that the company (manufacturer) directly connects with the user 0 and removes all intermediate links (wholesalers and distributors). E-commerce determines the name, quantity, price, payment method, delivery time and place of the supplier. Finally, the sales service organization provides on-site comprehensive technical service guidance and notification and collection of various product supply and demand information, which not only reduces the user's investment costs. What is more important is to eliminate the chaotic scenes of many dragons clamoring for controversy and the damage of counterfeit products to the interests of users. In terms of technical training, the head office is dedicated to providing technical support to the office to help solve difficult problems in the actual operation. In practice, Shaanxi Gaonan District Hi-tech Industrial Development Co., Ltd. promoted the establishment of a model for direct marketing of agricultural machinery in China. They used the e-commerce platform to promote the latest research and development of high-tech products to promote the Kao family, Zhuang Ti Ling series, and new highs. Research results such as lipid membranes and fruit tree controllers have been widely publicized on many agriculture-related websites, and the results are quite obvious. The company's products are not only favored by farmers, but also have made excellent returns for workers in all regions. The original intermediate links (including dealers, distributors, and general agents) rely on their own quality, ability, and commercial resources to rely on the company to become the company's special sales organization - foreign offices. The company will directly release the treatment of the cut salesman and unforeseen economic losses to the staff of the foreign office as a generous salary.
2. According to the market demand and national industrial policy orientation, the agricultural planting industry must strengthen the adjustment of the industrial structure. In the management mode, it must actively guide the practitioners to have the decentralized operation as soon as possible to the industrial base and the intensive scale operation and transformation. The government should provide support from the perspective of policies and resources, accelerate and promote the construction of large-scale food bases, cotton bases, vegetable bases, fruit and fruit bases, flower and garden bases, medicinal material bases, and various types of economic crop production bases. Expand the concentration of purchasing units and reduce dispersion; better reflect the value of the brand and reduce the follow-up and arbitrariness of the purchase.
3. The country must start with a long-term strategic perspective to effectively increase (rather than document) attention to and pay attention to agriculture and related industries, and must resolutely overcome the impetuous, short-sighted, profit-seeking and mutual-improvement of top-down people. The concept of simple market economy that damages and harms each other must be based on the premise of the socialist market economy, intensify adjustments based on market and industrial demand, incentivize R&D and innovation systems, strict industry entry thresholds, and eliminate backwardness in accordance with the standards for clean pesticides. Capacity, a new round of industry restructuring, the formation of a number of industrial layout is reasonable, set high-end technology research and development, environmental protection technology production, grasp the market trend in one enterprise carrier group.
I. Current situation of the agricultural capital market In recent years, the country has been subject to macroeconomic policy adjustments and adjustments of industrial policies, the acceleration of urbanization, the rapid expansion of the scale of infrastructure construction, the transformation of farmers' cultivation and farming concepts, and severe large-scale meteorological and secondary disasters. Affected by many factors, such as agricultural products, especially pesticides, fertilizers, and seed markets, the market is sluggish, the demand is weak, and the library premium falls. The overall situation is chaotic, unpredictable, unpredictable, chaotic, and unclear. severe. In particular, more than 90% of the fine seed industry (such as vegetables) is controlled by foreign seeds, which is 20% higher than the price of domestic seeds. This is not only the loss of China's seed industry, but also increases the burden on all Chinese people. With the innovation of agricultural cropping patterns and the rapid development of off-season crop production, the market demand for agricultural film is relatively large, but disorderly competition among peers is rather fierce. On the market, "three no" agricultural film products rampant, poor quality film flooded the agricultural resources market, agricultural film quality is uneven, the market share of the new material film was squeezed. Traditional farming tools have basically faded out of the market. Although various agricultural machinery and tools market have the promotion and encouragement mechanism of the country's tilting supporting policies, it has not achieved the expected results, and the sales of agricultural machinery products have been unsatisfactory, and the busy season has not waned. The effect of subsidies is not obvious enough.
Second, the formation of reasons and analysis From the institutional point of view, the current system of agricultural capital circulation is from the planned economy to the market economy changes in the transition process, breaking down from the grass-roots state-owned purchasing and unbundling model, to its employees and a part of agricultural technicians to disperse the individual business households Based on the unordered competitive distribution network structure, from the perspective of marketing methods, the agricultural capital market and other industrial products and consumer goods markets are different from each other, and they have five unique characteristics, namely, the dispersion of purchasing units, the seasonality of the purchase process, and the obvious differences. The regionality and price are affected by the asymmetry of the lifting of the impact of the fall in the price of agricultural products and the release of supply and demand information. Farmers, as their main consumer objects, have obvious purchasing characteristics such as followability, randomness, and minimum price principles in the purchasing process. As the medium connecting the supply and demand sides, dealers are affected by factors such as the environment they live in, the objects they contact, and the instinct of the company to maximize profits, and the first consideration in the development of the market, management layout, and sales strategy is to maximize the price and profit. Based on this, some unscrupulous manufacturers have made rampant fakes and resorted to counterfeit and low prices to disrupt the market. In terms of supply and demand, in general, supply exceeds demand, and it completely enters the buyer's market. As the state lacks a standardized management system for the agricultural production industry, heavy construction, and light research and development have led to a substantial reduction in the entry threshold for agricultural assets, coupled with a higher profit margin for the agricultural industry in the early years of reform and opening up, a large amount of capital inflow has made agriculture The number of capital-producing enterprises has surged, duplicated construction, production exceeded demand, and many low-end products, and the competition among production enterprises has entered an incandescent stage. Due to the long-term chaos of the production and circulation order of agricultural assets, the enterprises in the industry have used high rebates and large amounts of distribution as the main competitive means, and dealers have used price as the main means to draw customers. Because the competition means and level of competition in the industry are generally not high, it is impossible to bring about a significant increase in the quality of the entire industry. This is also the fundamental reason why the big agricultural country cannot bred out the famous agricultural production enterprises and enterprise groups with outstanding operating capacity and capital strength.
III. Countermeasures to integrate and revitalize the agricultural capital market In a large agricultural country, there is no supporting supporting agricultural resource market with healthy norms. Its industrial status is certainly weak, and the sustainable development is certainly insufficient. The input-output ratio is definitely not The enthusiasm of practitioners for production and management is certainly not high. If things go on like this, the basic status of the agricultural industry in the country will inevitably falter and will inevitably affect the stability of the country. Therefore, starting from the strategic height of national stability, the chaotic situation in the agricultural capital market can no longer continue. Integrated rejuvenation strategy:
1. The direct supply and demand mode is a weapon to break the embarrassing situation of the current agricultural capital market. Its basic connotation is that the company (manufacturer) directly connects with the user 0 and removes all intermediate links (wholesalers and distributors). E-commerce determines the name, quantity, price, payment method, delivery time and place of the supplier. Finally, the sales service organization provides on-site comprehensive technical service guidance and notification and collection of various product supply and demand information, which not only reduces the user's investment costs. What is more important is to eliminate the chaotic scenes of many dragons clamoring for controversy and the damage of counterfeit products to the interests of users. In terms of technical training, the head office is dedicated to providing technical support to the office to help solve difficult problems in the actual operation. In practice, Shaanxi Gaonan District Hi-tech Industrial Development Co., Ltd. promoted the establishment of a model for direct marketing of agricultural machinery in China. They used the e-commerce platform to promote the latest research and development of high-tech products to promote the Kao family, Zhuang Ti Ling series, and new highs. Research results such as lipid membranes and fruit tree controllers have been widely publicized on many agriculture-related websites, and the results are quite obvious. The company's products are not only favored by farmers, but also have made excellent returns for workers in all regions. The original intermediate links (including dealers, distributors, and general agents) rely on their own quality, ability, and commercial resources to rely on the company to become the company's special sales organization - foreign offices. The company will directly release the treatment of the cut salesman and unforeseen economic losses to the staff of the foreign office as a generous salary.
2. According to the market demand and national industrial policy orientation, the agricultural planting industry must strengthen the adjustment of the industrial structure. In the management mode, it must actively guide the practitioners to have the decentralized operation as soon as possible to the industrial base and the intensive scale operation and transformation. The government should provide support from the perspective of policies and resources, accelerate and promote the construction of large-scale food bases, cotton bases, vegetable bases, fruit and fruit bases, flower and garden bases, medicinal material bases, and various types of economic crop production bases. Expand the concentration of purchasing units and reduce dispersion; better reflect the value of the brand and reduce the follow-up and arbitrariness of the purchase.
3. The country must start with a long-term strategic perspective to effectively increase (rather than document) attention to and pay attention to agriculture and related industries, and must resolutely overcome the impetuous, short-sighted, profit-seeking and mutual-improvement of top-down people. The concept of simple market economy that damages and harms each other must be based on the premise of the socialist market economy, intensify adjustments based on market and industrial demand, incentivize R&D and innovation systems, strict industry entry thresholds, and eliminate backwardness in accordance with the standards for clean pesticides. Capacity, a new round of industry restructuring, the formation of a number of industrial layout is reasonable, set high-end technology research and development, environmental protection technology production, grasp the market trend in one enterprise carrier group.
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