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看韓國綜藝品牌戰(zhàn)略 論中國農(nóng)機(jī)“走出去”新方向

2017-02-27 17:13:10 來源：中國農(nóng)機(jī)網(wǎng) 閱讀量：45047 評論

　　【中國農(nóng)機(jī)網(wǎng) 本站原創(chuàng)】近日，多檔韓國綜藝節(jié)目：《running man》、《兩天一夜》、《超人回來了》等皆從視頻網(wǎng)站下架，引起了廣大網(wǎng)友的關(guān)注和討論，不少死忠粉表示“藍(lán)瘦香菇”，大嘆可惜。先不論下架原因為何，就單單廣大網(wǎng)友對這些節(jié)目的“迷戀”就不得不讓人感嘆，從中也不難發(fā)現(xiàn)韓國綜藝“走出去”的戰(zhàn)略在很大程度上取得了成功。
 
　　談到“走出去”，在我國，2000年3月全國人大九屆三次會議期間就正式提出了“走出去”戰(zhàn)略，并在接下來的多年內(nèi)加以實施和完善，到目前為止已經(jīng)取得了相當(dāng)可觀的成績。“走出去”的內(nèi)容包括很多，其中有文化輸出、產(chǎn)品輸出、技術(shù)輸出等等，今天筆者就來探討一下有關(guān)農(nóng)機(jī)企業(yè)的“走出去”發(fā)展之路。
 
　　“走出去”找尋我國農(nóng)機(jī)市場新藍(lán)海
 
　　機(jī)械化是現(xiàn)代農(nóng)業(yè)發(fā)展的顯著特征，特別是經(jīng)過土地流轉(zhuǎn)和補貼政策的推進(jìn)，農(nóng)機(jī)的需求持續(xù)增加，因此，在近10年的時間里我國農(nóng)機(jī)行業(yè)得到了長足的發(fā)展。但是，隨著國內(nèi)農(nóng)機(jī)市場需求的日趨飽以及我國農(nóng)機(jī)企業(yè)生產(chǎn)力的不斷提高，行業(yè)發(fā)展進(jìn)入新常態(tài)，勢必向結(jié)構(gòu)調(diào)整、創(chuàng)新驅(qū)動轉(zhuǎn)化，海外市場將成為我國農(nóng)機(jī)制造業(yè)的另一片藍(lán)海。
 
　　2015年履新農(nóng)業(yè)與生物系統(tǒng)工程學(xué)會繼任主席的中國農(nóng)機(jī)院院長李樹君認(rèn)為，在積極保證國內(nèi)發(fā)展、提升中和薄弱領(lǐng)域機(jī)具供給的同時，立足當(dāng)前的技術(shù)和產(chǎn)業(yè)水平，積極向外拓展，讓中國農(nóng)業(yè)農(nóng)機(jī)“走出去”，或許不失為一個正確的選擇。
 
　　當(dāng)然，伴隨著農(nóng)機(jī)企業(yè)的“向外”發(fā)展，不少問題也在漸漸凸顯。
 
　　細(xì)數(shù)農(nóng)機(jī)企業(yè)的“內(nèi)憂外患”
 
　　目前，中國農(nóng)機(jī)工業(yè)雖然是制造老大，但卻是中低端產(chǎn)能過剩，產(chǎn)能不足，本土農(nóng)機(jī)企業(yè)的快速發(fā)展依然掩蓋不了在農(nóng)機(jī)裝備領(lǐng)域的差距，因此在競爭中往往處于弱勢。
 
　　近期，東北黑土地上的一件“奇事”引起了廣泛關(guān)注。在秸稈還田整理土地的過程中，價格便宜的國產(chǎn)鐵犁被很多農(nóng)民朋友棄置一旁，而價格貴了10多倍的進(jìn)口“洋鐵犁”卻備受青睞。這讓人看到了一個難以忽視的事實：我國的市場渠道已經(jīng)被國外企業(yè)占領(lǐng)，尤其是農(nóng)機(jī)市場更是被外企壟斷。呈現(xiàn)出的這一市場表現(xiàn)足以說明，本土企業(yè)的技術(shù)積累不足，在競爭中已經(jīng)受到壓制。
 
　　那么要如何制造出與外國高頓農(nóng)機(jī)品牌相抗衡的產(chǎn)品，在市場中爭得一席之地呢？
 
　　農(nóng)機(jī)企業(yè)如何“走出去”？
 
　　企業(yè)“走出去”，一直以來都是各行各業(yè)所關(guān)注的焦點。邁上舞臺，與世界貿(mào)易接軌，選擇好一條適合本土農(nóng)機(jī)企業(yè)的“走出去”道路，是擺在各大企業(yè)面前的關(guān)鍵問題。在筆者看來，農(nóng)業(yè)企業(yè)“走出去”可往這三個方向發(fā)力。
 
　　，緊抓政策福利。隨著我國“一帶一路”建設(shè)的提出，在政策上為農(nóng)機(jī)企業(yè)擴(kuò)大出口提供了有力的保障。“一帶一路”建設(shè)沿線的國家，比如：中亞、東南亞等地區(qū)國家，有很多是農(nóng)業(yè)大國，市場潛力巨大。
 
　　第二，“師夷長技以制夷”。面對具有先進(jìn)生產(chǎn)技術(shù)的歐洲市場而言，我國多數(shù)企業(yè)采用引進(jìn)、并購等方式敲開海外市場的大門。大多數(shù)企業(yè)以引進(jìn)國外先進(jìn)技術(shù)為目的，通過并購等方式提升企業(yè)的研發(fā)水平和技術(shù)創(chuàng)新能力，同時還可輕松獲得海外的經(jīng)營渠道，實現(xiàn)化發(fā)展。
 
　　第三，掌握核心技術(shù)。這是農(nóng)機(jī)企業(yè)生存發(fā)展的根本。只有加快增強(qiáng)技術(shù)研發(fā)能力，提升產(chǎn)品質(zhì)量，才能更好地把握市場的主動權(quán)。
 
　　結(jié)語：海外市場是一塊巨大的蛋糕，對于我國農(nóng)機(jī)企業(yè)來說，開拓海外市場意義重大，在拓寬了銷售渠道的同時將我國本土農(nóng)機(jī)品牌推廣到了。以上幾檔韓國綜藝節(jié)目的品牌打造無疑說是成功的，這也將是我國農(nóng)機(jī)企業(yè)“走出去”的可參考指標(biāo)。

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