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1、哈爾濱工業(yè)大學工商管理碩士學位論文AbstractForChina,amajoragriculturalcountry,thedevelopmentofagriculturalmechanizationistheinevitablerequirementofrealizingtheagriculturalmodernizationandbuildingamoderatelyprosperoussociety.2011,theextentofagriculturalmechanizationhasreachedto54.5%,andcomparedwithth
2、elaborforceinthewholesociety,theproportionofthepractitionerinagriculturehasdroptobelow40%.Itmarksthattheagriculturalmechanizationhasenteredintotheintermediatestagefromtheprimarystageandit’sanhistoricleapfortheagriculturalmodernizationofourcountryaswell.Thispaperillustratesthedevelo
3、pmenttrendofagriculturalmechanization,thestructuraladjustmentandchangesofagriculturalmachinerymarketbyutilizingthemethodsofliteraturesearch,casestudiesandstatisticalanalysisetc,throughanalyzingthefeatures,currentsituationandfuturedevelopment.Thispaperalsocomparesandanalyzesissueson
4、marketingthatexistinginagriculturalmachineryindustryandsuggeststhatthecompetitionintheagriculturalmachineryindustryinChinaisveryhigh,ifwewanttosuccess.It’snotonlyrelyingonfindingandsatisfyingtherequirementsofcustomers,butalsodemandsservicesbetterthanthatofourrivals.Thepaperpointsou
5、tthereasonsoftheseproblemsbysearchingandanalyzingthebasicsituationandcurrentproblems;onthisbasis,thepapermakesasystematicanalysisfortheinnerandoutersituationofCaseandNewHollandCompanybyapplyingthecompetitiontheory,customerrelationshipmanagementtheoryandservicesmarketingtheoryandsug
6、geststhestrategypositioningthat“market-demand,customer-focused.Onthethoughtofeffectivelydeliveringcustomervalue,toundertaketheservicemarketingstrategyandmakecustomersfeeltheadvantagesofdifference”.Forreasonsofissuesinthecorporationconnectedwiththerealityofenterpriseoperationandmana
7、gement,thepapersuggeststhatCaseNewHollandCompanyshouldtakeservicemarketingstrategyasachiefconsideration,throughstrengtheninginnermarketingmanagement,servicequalitymanagement,serviceculturemanagementandcustomerrelationshipmanagementetctoprovidecustomersdifferentservicesaimingthat-II
8、-哈爾濱工業(yè)大學工商管理碩士學位論文wecanach
