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下載手機APP目前，小型工程機械主要指小型裝載機、小型挖掘機和小型挖掘裝載機(俗稱“兩頭忙”)，國際品牌占據高端市場，國產品牌則占據中低端市場。
工gong程cheng機ji械xie行xing業ye持chi續xu回hui落luo，一yi直zhi被bei忽hu視shi的de小xiao型xing工gong程cheng機ji械xie卻que全quan線xian飄piao紅hong，步bu入ru快kuai速su增zeng長chang期qi。很hen多duo飽bao受shou市shi場chang之zhi苦ku的de製zhi造zao商shang，尤you其qi是shi中zhong小xiao企qi業ye競jing相xiang湧yong入ru，期qi望wang小xiao型xing工gong程cheng機ji械xie能neng夠gou成cheng為wei新xin的de利li潤run增zeng長chang點dian。十shi月yue下xia旬xun在zai合he肥fei舉ju行xing的de全quan國guo農nong機ji訂ding貨huo會hui上shang，小xiao型xing工gong程cheng機ji械xie成cheng為wei展zhan會hui的de一yi大da亮liang點dian，亮liang相xiang的de小xiao型xing裝zhuang載zai機ji或huo挖wa掘jue裝zhuang載zai機ji品pin牌pai超chao過guo100ge。hefeizhanhuiwuyishiguochanxiaoxinggongchengjixiechanpindeyicishenghui，yebiaozhizhexiaoxinggongchengjixieshichangkaishiburukuaisufazhanqi。bizhezaiyucanzhanqiyejinxingjiaoliudeguochengzhongfaxian，shichangdekuaisufazhanzaigeiqiyedailaixinxindetongshi，qiyezaiyingxiaofangmiandekunhuoqueyuelaiyueduo。
一、是工程機械還是農用機械?
目前，小型工程機械主要指小型裝載機、小型挖掘機和小型挖掘裝載機(俗稱“兩頭忙”)，國(guo)際(ji)品(pin)牌(pai)占(zhan)據(ju)高(gao)端(duan)市(shi)場(chang)，國(guo)產(chan)品(pin)牌(pai)則(ze)占(zhan)據(ju)中(zhong)低(di)端(duan)市(shi)場(chang)。由(you)於(yu)這(zhe)類(lei)產(chan)品(pin)的(de)主(zhu)要(yao)客(ke)戶(hu)群(qun)集(ji)中(zhong)在(zai)農(nong)村(cun)，產(chan)品(pin)配(pei)置(zhi)低(di)，銷(xiao)售(shou)價(jia)格(ge)低(di)，因(yin)此(ci)在(zai)業(ye)內(nei)有(you)一(yi)種(zhong)說(shuo)法(fa)，將(jiang)麵(mian)向(xiang)農(nong)村(cun)市(shi)場(chang)的(de)小(xiao)型(xing)工(gong)程(cheng)機(ji)械(xie)統(tong)稱(cheng)為(wei)農(nong)村(cun)工(gong)程(cheng)機(ji)械(xie)，以(yi)此(ci)區(qu)分(fen)於(yu)傳(chuan)統(tong)工(gong)程(cheng)機(ji)械(xie)。筆(bi)者(zhe)認(ren)為(wei)，行(xing)業(ye)劃(hua)分(fen)應(ying)該(gai)與(yu)時(shi)俱(ju)進(jin)，所(suo)謂(wei)“農村工程機械”實際上是傳統工程機械、農nong用yong機ji械xie和he建jian築zhu機ji械xie三san個ge機ji械xie子zi行xing業ye的de融rong合he，更geng準zhun確que地di說shuo是shi三san個ge子zi行xing業ye的de邊bian緣yuan產chan品pin之zhi間jian的de融rong合he，這zhe一yi點dian從cong製zhi造zao商shang的de行xing業ye屬shu性xing就jiu能neng看kan出chu來lai。不bu能neng因yin為wei產chan品pin主zhu要yao在zai農nong村cun使shi用yong就jiu稱cheng之zhi為wei農nong村cun工gong程cheng機ji械xie，而er應ying該gai同tong樣yang將jiang其qi歸gui入ru工gong程cheng機ji械xie範fan疇chou，隻zhi不bu過guo現xian階jie段duan麵mian向xiang農nong村cun市shi場chang的de小xiao型xing工gong程cheng機ji械xie是shi工gong程cheng機ji械xie產chan品pin中zhong的de中zhong低di端duan產chan品pin而er已yi。
準(zhun)確(que)的(de)產(chan)品(pin)定(ding)位(wei)直(zhi)接(jie)關(guan)係(xi)到(dao)企(qi)業(ye)乃(nai)至(zhi)整(zheng)個(ge)行(xing)業(ye)的(de)發(fa)展(zhan)。盡(jin)管(guan)國(guo)產(chan)小(xiao)型(xing)工(gong)程(cheng)機(ji)械(xie)製(zhi)造(zao)商(shang)背(bei)景(jing)複(fu)雜(za)，但(dan)在(zai)產(chan)品(pin)製(zhi)造(zao)上(shang)都(dou)是(shi)更(geng)多(duo)地(di)追(zhui)求(qiu)工(gong)程(cheng)機(ji)械(xie)行(xing)業(ye)標(biao)準(zhun)，明(ming)顯(xian)區(qu)別(bie)於(yu)農(nong)用(yong)機(ji)械(xie)。
二、主戰場是農村還是與城市兼顧?
zaioumeifadaguojia，xiaoxinggongchengjixieyingyongzuipubiandeshishizhengweihu，shuyuweihuzuoyeshebeifanchou。zaizhongguo，xiaoxinggongchengjixieyefazhanduonian，danzhengtisuduhuanman，zhuyaoshijuedaduoshuchengshihaichuyujianshejieduan，duixiaoxingshebeidexuqiuyouxian。danshi，suizhenongcunjingjidefazhan，weizheleichanpintigonglejiweiguangkuodefazhankongjian。congshijiqingkuanglaikan，nongcunshichangzhisuoyiqinglaizheleichanpindezhuyaoyuanyinshi：1.大量青壯年外出打工導致農村勞動力缺乏;2.勞動力成本增高;3.與城市相比，農村工程規模小且分散;4.用戶購買實力較差。
因(yin)此(ci)，這(zhe)類(lei)產(chan)品(pin)在(zai)農(nong)村(cun)用(yong)戶(hu)眼(yan)中(zhong)，不(bu)僅(jin)用(yong)得(de)好(hao)，而(er)且(qie)買(mai)得(de)起(qi)。當(dang)然(ran)，筆(bi)者(zhe)並(bing)不(bu)否(fou)認(ren)城(cheng)市(shi)對(dui)小(xiao)型(xing)工(gong)程(cheng)機(ji)械(xie)的(de)需(xu)求(qiu)也(ye)在(zai)提(ti)速(su)增(zeng)量(liang)，但(dan)與(yu)農(nong)村(cun)市(shi)場(chang)相(xiang)比(bi)，城(cheng)市(shi)的(de)需(xu)求(qiu)總(zong)量(liang)明(ming)顯(xian)偏(pian)少(shao)。
三、需不需要發展多品種?
與大中型工程機械相比，小型機械的品種少了很多，主要是裝載機、挖掘機和挖掘裝載機。農村市場對工程機械的需求集中在農田、水利、建築等方麵，主要是土石方的鏟運裝卸，小型裝載機、挖(wa)掘(jue)機(ji)和(he)挖(wa)掘(jue)裝(zhuang)載(zai)機(ji)等(deng)產(chan)品(pin)能(neng)夠(gou)滿(man)足(zu)現(xian)階(jie)段(duan)的(de)市(shi)場(chang)需(xu)求(qiu)。而(er)其(qi)他(ta)品(pin)種(zhong)的(de)工(gong)程(cheng)機(ji)械(xie)暫(zan)時(shi)不(bu)會(hui)出(chu)現(xian)大(da)量(liang)的(de)需(xu)求(qiu)，即(ji)使(shi)有(you)需(xu)求(qiu)也(ye)容(rong)易(yi)被(bei)大(da)中(zhong)型(xing)工(gong)程(cheng)機(ji)械(xie)替(ti)代(dai)，如(ru)壓(ya)路(lu)機(ji)、推tui土tu機ji等deng。但dan是shi，筆bi者zhe認ren為wei農nong村cun市shi場chang對dui這zhe類lei產chan品pin的de大da量liang需xu求qiu是shi暫zan時shi的de，隨sui著zhe農nong村cun建jian設she規gui模mo的de擴kuo大da和he農nong民min收shou入ru的de提ti高gao，對dui工gong程cheng機ji械xie的de需xu求qiu將jiang會hui出chu現xian分fen化hua，大da中zhong型xing工gong程cheng機ji械xie占zhan有you比bi例li將jiang會hui逐zhu步bu提ti升sheng。針zhen對dui現xian階jie段duan農nong村cun市shi場chang的de需xu求qiu，製zhi造zao商shang應ying該gai集ji中zhong精jing力li進jin行xing細xi致zhi研yan究jiu，從cong中zhong找zhao出chu更geng多duo的de細xi分fen市shi場chang，開kai發fa研yan製zhi較jiao好hao滿man足zu細xi分fen市shi場chang需xu求qiu的de多duo功gong能neng快kuai速su換huan裝zhuang工gong具ju，實shi現xian一yi機ji多duo能neng，效xiao益yi最zui大da化hua。
四、需要提高配置水平嗎?
直zhi到dao今jin天tian，小xiao型xing工gong程cheng機ji械xie還hai是shi被bei很hen多duo有you一yi定ding規gui模mo的de製zhi造zao商shang所suo忽hu視shi，在zai他ta們men眼yan中zhong，根gen本ben就jiu看kan不bu上shang中zhong低di檔dang小xiao型xing產chan品pin，要yao做zuo也ye要yao做zuo高gao檔dang次ci的de小xiao型xing產chan品pin。國guo產chan小xiao型xing工gong程cheng機ji械xie確que實shi存cun在zai配pei置zhi水shui平ping低di的de問wen題ti，動dong力li和he底di盤pan基ji本ben上shang都dou是shi采cai用yong拖tuo拉la機ji或huo小xiao貨huo車che的de部bu件jian，而er沒mei有you專zhuan用yong部bu件jian。筆bi者zhe以yi為wei提ti高gao國guo產chan小xiao型xing工gong程cheng機ji械xie配pei置zhi水shui平ping必bi須xu是shi一yi個ge較jiao慢man的de過guo程cheng，否fou則ze就jiu是shi自zi尋xun死si路lu。因yin為wei，受shou現xian階jie段duan農nong村cun經jing濟ji發fa展zhan水shui平ping的de限xian製zhi，購gou買mai和he使shi用yong成cheng本ben是shi農nong村cun用yong戶hu在zai購gou車che時shi考kao慮lv的de關guan鍵jian性xing因yin素su。配pei置zhi提ti高gao必bi然ran帶dai來lai成cheng本ben上shang升sheng，一yi旦dan超chao出chu用yong戶hu的de承cheng受shou能neng力li，等deng於yu自zi己ji放fang棄qi了le市shi場chang。采cai用yong拖tuo拉la機ji或huo小xiao貨huo車che的de部bu件jian，對dui於yu現xian階jie段duan的de小xiao型xing工gong程cheng機ji械xie來lai說shuo可ke能neng是shi最zui優you化hua的de解jie決jue方fang案an，在zai成cheng本ben和he性xing能neng之zhi間jian達da到dao和he諧xie狀zhuang態tai。
五、如何建立銷售渠道?
由於小型工程機械是工程機械、nongyongjixiehejianzhujixiesangejixiezixingyedejiaohuidian，chanpinshiyongmianheshiyingmianfeichangguang，zhizaoshanghejingxiaoshangyetongyanglaizisangezixingye，benlaiyougezishuxidequdao，xianzaiqueshengchanhexiaoshoutongyangdechanpin，daozhiqiyezaichanpindexiaoshouqudaojianshefangmianmianlinjudatiaozhan。muqian，xiaoxinggongchengjixiedezhuyaoxiaoshouqudaoshinongjiqudao，yuanyinyouliangge：一是銷售對象絕大多數是農民，農民最熟悉的機械設備購買地點就是農機渠道;ershixiaoxinggongchengjixiezhizaoshangduoshushinongjiqiyechushen，duonianlaiyunongjijingxiaoshanghezuo，bicizhijianshifenshuxi。xiangbizhixia，gongchengjixiequdaohejianzhujixiequdaozeshuyubuchongxingzhidexiaoshouqudao，duiyuzengjiachanpinfugailvyoubangzhu，danhennanhuodemanyidexiaoliang，yinweierzhejunquefazugoudeyonghuziyuanhewangdianziyuan，jingyinglinianyebujinxiangtong。yinci，bizhejianyixiaoxinggongchengjixiezhizaoshangzaijinxingqudaojiansheshi，shouxuannongjiqudao，nongjiqudaodewangdianzuikaojinnongcunyonghu，bujinkeyijiujintigongchanpin，haikeyijiujintigongfuwu;況且小型工程機械的很多部件與拖拉機、小貨車通用，農機網點在配件儲備方麵更具優勢。
六、是否隻能采取低價格競爭?
價格競爭有兩個前提：供大於求和產品高度同質化，這兩點在當前國產小型工程機械市場已經存在。多數小型工程機械製造商無論是技術、生(sheng)產(chan)能(neng)力(li)還(hai)是(shi)市(shi)場(chang)營(ying)銷(xiao)能(neng)力(li)，均(jun)比(bi)較(jiao)弱(ruo)，除(chu)了(le)價(jia)格(ge)競(jing)爭(zheng)，很(hen)難(nan)開(kai)展(zhan)其(qi)他(ta)形(xing)式(shi)的(de)競(jing)爭(zheng)，而(er)且(qie)，價(jia)格(ge)競(jing)爭(zheng)是(shi)這(zhe)些(xie)企(qi)業(ye)最(zui)容(rong)易(yi)做(zuo)到(dao)也(ye)最(zui)容(rong)易(yi)見(jian)效(xiao)的(de)手(shou)段(duan)。另(ling)外(wai)，農(nong)村(cun)用(yong)戶(hu)習(xi)慣(guan)在(zai)購(gou)買(mai)成(cheng)本(ben)上(shang)能(neng)省(sheng)則(ze)省(sheng)，對(dui)產(chan)品(pin)的(de)要(yao)求(qiu)非(fei)常(chang)低(di)，能(neng)使(shi)用(yong)就(jiu)可(ke)以(yi);加上產品技術含量較低，維修人員、peijianheweixiujishu，bijiaorongyicongshehuishanghuoqudengyuanyin，keguanhuanjingyecushiqiyecanyudijiagejingzheng。bizhezanchengdijiagejingzheng，zheyangkeyiyouxiaodajijingzhengduishou，tigaozijichanpindeshichangzhanyoulv;但是，筆者反對缺乏策略的低價格競爭，企業如果不會打“組合拳”，zhihuidijiagezheyizhao，najiangshiyijianhenweixiandeshiqing。shishishang，chulejiagejingzhengcelvezhiwai，qiyehaikeyicaiyongchayihuajingzhengcelve，congchanpinchayihuahefuwuchayihualiangfangmianlaikaolv。hefeizhanhuishang，yituoheshifengdexiaoxingzhuangzaijichanpinwulunshiwaiguanzaoxinghaishigongyizhiliang，doumingxianqubieyuqitajingzhengduishou。
七、選擇大經銷商還是小經銷商合作?
選(xuan)擇(ze)什(shen)麼(me)規(gui)模(mo)的(de)經(jing)銷(xiao)商(shang)主(zhu)要(yao)取(qu)決(jue)於(yu)企(qi)業(ye)的(de)發(fa)展(zhan)目(mu)標(biao)和(he)資(zi)金(jin)實(shi)力(li)。如(ru)果(guo)希(xi)望(wang)能(neng)夠(gou)快(kuai)速(su)實(shi)現(xian)較(jiao)高(gao)的(de)銷(xiao)售(shou)業(ye)績(ji)，具(ju)備(bei)較(jiao)強(qiang)消(xiao)化(hua)能(neng)力(li)的(de)大(da)經(jing)銷(xiao)商(shang)無(wu)疑(yi)是(shi)首(shou)選(xuan)。如(ru)果(guo)希(xi)望(wang)能(neng)夠(gou)穩(wen)紮(zha)穩(wen)打(da)、以建立長期市場為目標，選擇小經銷商比選擇大經銷商更合適，因為小經銷商一般都紮根於本地，與用戶之間的感情聯絡更多;而且小經銷商對企業的談判能力較弱，容易控製。如果資金緊張，希望快速回籠資金，大經銷商可以通過“大額買斷”幫bang助zhu企qi業ye實shi現xian這zhe一yi目mu標biao，但dan付fu出chu的de代dai價jia是shi利li潤run減jian少shao。如ru果guo資zi金jin實shi力li較jiao強qiang，能neng夠gou承cheng受shou相xiang對dui較jiao長chang的de回hui款kuan周zhou期qi，選xuan擇ze小xiao經jing銷xiao商shang可ke以yi獲huo得de更geng多duo的de利li潤run，因yin為wei企qi業ye掌zhang握wo了le價jia格ge的de發fa言yan權quan。
八、最適合什麼樣的分銷模式?
duixiaoxinggongchengjixieeryan，fenxiaomoshizhuyaoshidujiafenxiaoheduojiafenxiaoliangzhong。youyuzheleichanpinzaixiaoshoufangmianjiyoushangliangdemubiaoyaoqiu，youyoujiejinyonghudeyaoqiu，suoyibizhejianyiyibanqiyexuanzexiaoquyudujiafenxiaomoshi，jibenshangshiyixianweidanweihuafenquyu，zaimeigexiansheliyimingjingxiaoshang，youqizaixiangzhenjianlierjifenxiaowangdian。zheyangzuodehaochuyishijianshaofenxiaocengji，youzhuyutigaolirunshuiping，yejiunengtigaojingxiaoshangdejijixing;二是網點密集，且管理容易到達每一個網點，有助於提高銷量。
九、做全款銷售還是分期付款或按揭?
國產小型工程機械的售價一般不會超過10萬(wan)元(yuan)人(ren)民(min)幣(bi)，用(yong)戶(hu)在(zai)購(gou)買(mai)時(shi)付(fu)款(kuan)壓(ya)力(li)並(bing)不(bu)算(suan)大(da)，具(ju)備(bei)做(zuo)全(quan)款(kuan)銷(xiao)售(shou)的(de)條(tiao)件(jian)。據(ju)了(le)解(jie)，全(quan)款(kuan)銷(xiao)售(shou)是(shi)當(dang)前(qian)農(nong)機(ji)渠(qu)道(dao)國(guo)產(chan)小(xiao)型(xing)工(gong)程(cheng)機(ji)械(xie)的(de)主(zhu)流(liu)銷(xiao)售(shou)形(xing)式(shi)，無(wu)論(lun)是(shi)廠(chang)家(jia)、經jing銷xiao商shang，還hai是shi用yong戶hu，已yi經jing習xi慣guan於yu這zhe種zhong做zuo法fa。在zai工gong程cheng機ji械xie渠qu道dao非fei常chang普pu遍bian的de分fen期qi付fu款kuan和he按an揭jie銷xiao售shou形xing式shi，在zai這zhe裏li並bing不bu多duo見jian，因yin為wei分fen期qi付fu款kuan增zeng加jia了le交jiao易yi雙shuang方fang的de成cheng本ben，經jing銷xiao商shang很hen難nan通tong過guo收shou取qu管guan理li費fei等deng獲huo得de額e外wai利li潤run。
十、需要什麼樣的售後服務?
多duo數shu小xiao型xing機ji械xie企qi業ye已yi經jing習xi慣guan於yu將jiang售shou後hou服fu務wu外wai包bao給gei經jing銷xiao商shang，采cai取qu直zhi接jie在zai貨huo款kuan中zhong扣kou除chu服fu務wu費fei或huo階jie段duan性xing結jie算suan服fu務wu費fei的de方fang式shi。除chu此ci之zhi外wai，企qi業ye對dui經jing銷xiao商shang的de支zhi持chi主zhu要yao是shi免mian費fei提ti供gong三san包bao配pei件jian，而er對dui經jing銷xiao商shang的de服fu務wu管guan理li極ji少shao。其qi原yuan因yin是shi除chu了le企qi業ye本ben身shen的de資zi金jin實shi力li和he管guan理li能neng力li有you限xian外wai，關guan鍵jian是shi企qi業ye在zai主zhu觀guan上shang認ren為wei這zhe類lei產chan品pin很hen容rong易yi維wei修xiu保bao養yang、peijianyerongyihuode，buhuiyoushenmedadewenticunzai。zhengshizheyibuzuoweidecuowurenshi，daozhihenduopinpaidexiaoxinggongchengjixiezaishouhoufuwufangmianbujinrurenyi，changjiabuyuanyitouru，jingxiaoshanggengbuyuanyitouru，yonghudedaodefuwuzhiliangkexiangerzhi。yutuolajidengnongcunyonghushuxidenongyongjixiexiangbi，wulunshicaozuo、保養還是維修，小型工程機械給農村用戶帶來的障礙不算少。
小(xiao)型(xing)工(gong)程(cheng)機(ji)械(xie)在(zai)農(nong)村(cun)市(shi)場(chang)的(de)迅(xun)猛(meng)發(fa)展(zhan)給(gei)所(suo)有(you)工(gong)程(cheng)機(ji)械(xie)生(sheng)產(chan)企(qi)業(ye)都(dou)帶(dai)來(lai)了(le)難(nan)得(de)的(de)機(ji)遇(yu)，營(ying)銷(xiao)困(kun)惑(huo)的(de)產(chan)生(sheng)正(zheng)是(shi)我(wo)們(men)對(dui)農(nong)村(cun)市(shi)場(chang)和(he)農(nong)村(cun)用(yong)戶(hu)的(de)不(bu)熟(shu)悉(xi)造(zao)成(cheng)的(de)。因(yin)此(ci)，深(shen)入(ru)農(nong)村(cun)市(shi)場(chang)了(le)解(jie)農(nong)村(cun)用(yong)戶(hu)就(jiu)成(cheng)了(le)每(mei)一(yi)個(ge)小(xiao)型(xing)工(gong)程(cheng)機(ji)械(xie)生(sheng)產(chan)企(qi)業(ye)的(de)必(bi)修(xiu)課(ke)，刻(ke)不(bu)容(rong)緩(huan)。
