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農(nóng)機(jī)后市場(chǎng)是否能成為下一個(gè)創(chuàng)收點(diǎn)？

2017-10-19 13:46:03 來(lái)源：中國(guó)農(nóng)機(jī)網(wǎng) 閱讀量：42420 評(píng)論

導(dǎo)讀：在國(guó)家各項(xiàng)惠農(nóng)政策和農(nóng)機(jī)貼政策的加持下，我國(guó)農(nóng)機(jī)行業(yè)經(jīng)過(guò)了十年的黃金發(fā)展期，直至近兩年增速才有所放緩，而到了今年，農(nóng)機(jī)市場(chǎng)卻一直處于下滑的態(tài)勢(shì)，利潤(rùn)空間也不斷遭到壓縮，整機(jī)的利潤(rùn)已不復(fù)往日，更多的利潤(rùn)則降臨到了農(nóng)機(jī)后市場(chǎng)上。所謂農(nóng)機(jī)后市場(chǎng)，簡(jiǎn)單來(lái)說(shuō)就是二手農(nóng)機(jī)、農(nóng)機(jī)零部件、農(nóng)機(jī)租貧和農(nóng)機(jī)金融等相關(guān)服務(wù)。如果非要給它下一個(gè)定義的話那就是指農(nóng)機(jī)銷售后，圍繞農(nóng)機(jī)產(chǎn)品使用過(guò)程中所發(fā)生的各種服務(wù)，如農(nóng)機(jī)配件

　　【中國(guó)農(nóng)機(jī)網(wǎng) 本站原創(chuàng)】 在國(guó)家各項(xiàng)惠農(nóng)政策和農(nóng)機(jī)貼政策的加持下，我國(guó)農(nóng)機(jī)行業(yè)經(jīng)過(guò)了十年的黃金發(fā)展期，直至近兩年增速才有所放緩，而到了今年，農(nóng)機(jī)市場(chǎng)卻一直處于下滑的態(tài)勢(shì)，利潤(rùn)空間也不斷遭到壓縮，整機(jī)的利潤(rùn)已不復(fù)往日，更多的利潤(rùn)則降臨到了農(nóng)機(jī)后市場(chǎng)上。所謂農(nóng)機(jī)后市場(chǎng)，簡(jiǎn)單來(lái)說(shuō)就是二手農(nóng)機(jī)、農(nóng)機(jī)零部件、農(nóng)機(jī)租貧和農(nóng)機(jī)金融等相關(guān)服務(wù)。如果非要給它下一個(gè)定義的話那就是指農(nóng)機(jī)銷售后，圍繞農(nóng)機(jī)產(chǎn)品使用過(guò)程中所發(fā)生的各種服務(wù)，如農(nóng)機(jī)配件供應(yīng)、農(nóng)機(jī)改裝和維修保養(yǎng)等過(guò)程中發(fā)生的各種服務(wù)。
 
　　隨著后市場(chǎng)時(shí)代的到來(lái)，能創(chuàng)造更大盈利空間的后市場(chǎng)將成長(zhǎng)起來(lái)一批企業(yè)，這些企業(yè)將不會(huì)是現(xiàn)在依附于整機(jī)制造企業(yè)的寄生式生長(zhǎng)，這些離用戶近的后市場(chǎng)企業(yè)將挾用戶的優(yōu)勢(shì)成為行業(yè)的主導(dǎo)者，屆時(shí)不但農(nóng)機(jī)產(chǎn)業(yè)價(jià)值鏈將重構(gòu)，而且農(nóng)機(jī)產(chǎn)業(yè)的話語(yǔ)權(quán)也將轉(zhuǎn)移，行業(yè)的游戲規(guī)則也將由后市場(chǎng)企業(yè)說(shuō)了算。
 
　　然而自2004年實(shí)施農(nóng)機(jī)購(gòu)置補(bǔ)貼以來(lái)，促使中國(guó)農(nóng)業(yè)機(jī)械化進(jìn)程加快，農(nóng)機(jī)市場(chǎng)在這十多年的時(shí)間里取得了長(zhǎng)足的進(jìn)步和發(fā)展。但是，隨著市場(chǎng)的不斷做強(qiáng)做大，農(nóng)機(jī)后市場(chǎng)亂象叢生：農(nóng)機(jī)欠維護(hù)，備件、服務(wù)缺乏標(biāo)準(zhǔn)，無(wú)序競(jìng)爭(zhēng)等。這一系列現(xiàn)象折射出行業(yè)的健康可持續(xù)發(fā)展正受到威脅。同時(shí)，制約農(nóng)機(jī)后市場(chǎng)發(fā)展的瓶頸也一一顯現(xiàn)。
 
　　觀念滯后，對(duì)“后市場(chǎng)”重視程度不夠
 
　　現(xiàn)階段，大多數(shù)經(jīng)銷商都把服務(wù)定位于整機(jī)銷售的輔助支持手段，主要開(kāi)展的服務(wù)也基本上是整機(jī)保修期內(nèi)的服務(wù)。有調(diào)查顯示，農(nóng)機(jī)整機(jī)銷售在經(jīng)銷商整體銷售額中所占比例相對(duì)過(guò)大，有75%的經(jīng)銷商整機(jī)銷售額所占比例超過(guò)80%以上，依靠銷售服務(wù)創(chuàng)造利潤(rùn)的農(nóng)機(jī)經(jīng)銷商還是少數(shù)。
 
　　經(jīng)營(yíng)模式落后，售后服務(wù)發(fā)育不良
 
　　農(nóng)機(jī)經(jīng)銷商在開(kāi)展服務(wù)時(shí)常常要面臨利潤(rùn)低下的困境，制造商為了提高市場(chǎng)占有率給予經(jīng)銷商一定額度的服務(wù)費(fèi)，在產(chǎn)品保修期內(nèi)用于客戶的維護(hù)、保養(yǎng)及配件供應(yīng)，而有些農(nóng)機(jī)的故障率又比較高，導(dǎo)致經(jīng)銷商入不敷出，缺乏積極性。目前，制造商和經(jīng)銷商服務(wù)投入的力度不夠，導(dǎo)致售后服務(wù)市場(chǎng)發(fā)育不良，其主要原因是制造商基于經(jīng)營(yíng)成本的考慮，認(rèn)為經(jīng)營(yíng)場(chǎng)地的租賃、設(shè)備的購(gòu)置和人員工資等負(fù)擔(dān)過(guò)重，而維修農(nóng)機(jī)具季節(jié)性強(qiáng)，利用效率低。
 
　　服務(wù)體系不健全，影響企業(yè)形象的塑造
 
　　國(guó)內(nèi)企業(yè)的農(nóng)機(jī)產(chǎn)品在技術(shù)先進(jìn)性、質(zhì)量方面各有千秋，同一細(xì)分市場(chǎng)上產(chǎn)品差異化很小，同時(shí)又沒(méi)有從戰(zhàn)略高度看到售后服務(wù)的重要性，造成投入不足、管理不善等問(wèn)題。服務(wù)體系反應(yīng)速度慢導(dǎo)致售后服務(wù)的及時(shí)性差。售后服務(wù)人員的技術(shù)水平不高又影響了故障排除及維修工作效率。售后服務(wù)作為提高公司及產(chǎn)品品牌形象、獲取競(jìng)爭(zhēng)優(yōu)勢(shì)的重要手段不能有效地發(fā)揮作用。
 
　　服務(wù)人才流失，培養(yǎng)機(jī)制不健全
 
　　農(nóng)機(jī)行業(yè)的快速發(fā)展帶來(lái)了后市場(chǎng)的機(jī)遇，也對(duì)技能性人才產(chǎn)生較大需求。但從整體上看，在國(guó)內(nèi)農(nóng)機(jī)后市場(chǎng)中企業(yè)從業(yè)人員素質(zhì)低、專業(yè)技術(shù)人才缺乏。售后服務(wù)人員要從事不同種類產(chǎn)品的服務(wù)，若專業(yè)技術(shù)水平不高，不僅影響維護(hù)保養(yǎng)與維修服務(wù)的效率，而且影響公司的品牌樹(shù)立和市場(chǎng)開(kāi)拓。農(nóng)機(jī)服務(wù)人才培養(yǎng)方面，情況也不容樂(lè)觀。據(jù)了解，目前技校、職業(yè)學(xué)院等學(xué)校幾乎沒(méi)有農(nóng)機(jī)相關(guān)專業(yè)教學(xué)課程。
 
　　綜上所述，農(nóng)機(jī)后市場(chǎng)存在極大的利潤(rùn)空間，成為下一個(gè)創(chuàng)收點(diǎn)的可能性非常大，但是其自身的發(fā)展亂象和瓶頸也在制約著它的發(fā)展，為了維護(hù)農(nóng)機(jī)后市場(chǎng)的穩(wěn)定和廣闊的前景，需要企業(yè)和政府共同發(fā)力，抑制市場(chǎng)亂象、克服瓶頸，做精做強(qiáng)農(nóng)機(jī)后市場(chǎng)，使其真正為農(nóng)機(jī)市場(chǎng)帶來(lái)創(chuàng)收點(diǎn)，為農(nóng)機(jī)服務(wù)業(yè)帶來(lái)福音。
 
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