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辉煌发展60年(之十四)
2018-09-14 11:26     (点击: )

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青海盐湖60周年

     主动变革:打通老国企的营销“任督二脉”

gaigekaifangyilai,zhongguojingjifazhantufeimengjin,gexinggeyedejingyingzhuazhujihui,zaixingyetengfeidetongshishixianleziwofazhan。nongzixingyejingguoduoniandegaosuzengzhang,yijingjinruquanmianzhenghedejingzhengjieduan。zaizheichangkongqiandeshichanglilianzhong,yanhugufenyezaizhubudiaozhengzijimaixiangshichangdewenjianbufa。

zuoweiwoguozhongyaodejiafeigongyejidi,qinghaiyanhugongyegufenyouxiangongsizijianchangyilai,shizhongshoudaowaijiedegaoduguanzhu。suizheyanhugufengongsiziyuanliyongchengguodeluxushifang,shengchanchannengzai2014niandidachan400wandundejichushang,kuodaweinianchan500wandundeshengchannengli。bujinjinshilaiziyushichangdeyali,channengdedafudutishengshiyanhugongsibixuzaijingyingsilu、yingxiaoguanli、tuanduijianshefangmiandouxuyaozaishangyigexintaijie。

weici,yanhugufengongsishunyingshichang、shenshidushi,zaiyingxiaofangmianjinxingledadandibiange。tamenweiraojizhi、yingxiaochuangxinjinxingzhudongbiange,zaishichangzhonglianheliliang、xiezuojingzheng,chuangzaojingzhengzhutigongyingdexingeju。riqian,weiraoyanhugufengongsijinxingdeyixilieyingxiaochuangxin,《zhongguonongzi》jizhecaifangleqinghaiyanhugongyegufenyouxiangongsichangwufuzongcaiwuwenhao。

机制融合:搭建营销新桥梁

suizheguoneinongzishichangdefengyunbianhuan,yingxiaoxinbiangeshishichangji“yanhugufen”chudeyidaodaijiezhiti。duici,wuwenhaojichuledaan:“zaibaozhengqiyeliyideqiantixia,gaibiandanyidemaimaiguanxi,chuangzaoshichangfuwujiazhi,shiyanhugufengongsiyizhiyilaizaifazhanguochengzhongnulijianyandezhongyaoketi。”

suizhezhengtihuafeishichangxingqingdedimi,jiafeizhujianyoumaifangshichangzhuanbianweimaifangshichang,chanyeyingxiaochuangxinpozaimeijie。weici,bansuizheyanhugufengongsiziyuanzongheliyongchengguodeluxushifang,yanhugufengongsibazhonggouxiaoshougejuzuoweiqiyefazhandetupokou。2014nian,yanhugufengongsizhenduiyingxiaomoshijinxinggaige,shixing“7621”moshi,jiqijiazhigong,liujialianyinggongsi,liangjiabaoxiaodaili,yigekaifangxingshichang。cizhong,bujinjiangyingxiaofangshiyoudanyidequdaoyingxiaozhuanbianchengyuzhigong、lianying、daili、kaifangshichangdengduozhongfangshideduijie,tongshi,yejiezhuhezuofangdequdaoyoushi、diyuyoushi、renmaiyoushi、tuanduiyoushi,tishengfusheshichangdenengli,yanshenshichangdechujiao,bingjiecidatongxiaoshou“duermai”。

zaigonggujiyoushichang、nulikuodashichangfenedejichushang,yanhugufenzhuanbianjingyingsilu,bolidixiaolvziyuan,zhuazhuhezuofangdeyoushiziyuan,dapoyingxiaozhutiyi“wo”weizhu、xiaoerquandechuantongmoshi,xiangjingxihua、zhuanyehuafangxiangmaijin。tongguoliangu、lianxin、lianxiezuo,gongtongcanyushichangjingzheng,yindaohezuofangyuyanhupinpaiyidao,zaishichangzhongxingchengzhudaoyoushi。tongshi,yingxiaofangshidezhuanbiandaidonghetishenglehezuofangdexiezuojijixing,bingxingchengshichanggongyingdelianghaojumian,jianliqifuhe“yanhugufen”fazhandexinyingxiaotixi。“gongsichanpinxiaoshoutongchoujijie、quyu、jiage、shuliangdengyinsu,shidechanpinjingzhengjilideshichangdangzhongjiangujiageyushuliangdeguanxi,shigongsiliyizuidahuaxiaoliang,baozhulegongsilirunzuidahua。”wuwenhaozheiyangshuo。

yanhugufengongsi“7621moshi”lianying、zhigong、baoxiao、daili、kaifangshichang“wuweiyiti”deshichangyunzuoxingshikanchengweichuangxinyingxiaomoshideyige“dashoubi”,shideyanhugufengongsichanpintongguoyiziyuanweiniudai,yituoshichangziyuan,shixianziyuanyushichangdeduijie,gengshiyigeshuangyingdeguocheng。wuyi,shenhuayingxiaotixigaige,shunyingshichangfazhanguilv,fuhedangjinqiyefazhanyaoqiu。

gengweizhideguanzhudeshi,ruguoshuoxingshichuangxinshiyizhongbiran,neimeduiyuyanhugufengongsizheiyangdedapaiguoqi、laopaiguoqilaishuo,siweifangshidechuangxinzeshiyizhongdianfuxingbiange——“7621”moshizaihunhesuoyouzhixingshichuangxinfangmian,gengdazaoleyigenongzixinyangban。tamencaiquguoqiminyingqiyelianhe、suoyouzhixingshironghedefangshi,chuangxinjizhi,lianhebingdaidongleyipikoubeihao、pinpaiqiang、juyoushilidenongzilongtouqiye,gongtongzujianshichangjingyingxinzhuti。

keyishuo,chengbenjingzhengshidai,sheinenggoulvxianhuodemaifangshichangdezhichi,sheijiujujilegengdadefazhanyoushi。yanhugufengongsizhengheshichangziyuan,bian“zhi”wei“quan”,jinyibutishengleqizaiguoneiyijiquanqiudexingyehuayuquan。tongshi,jijialianyinggongsidechengli,caiquguoqi、minyingtizhiderongheyijihunhesuoyouzhidemoshi,huyinglezhengfushichanghuadeyunzuofangshi,gengkaichuanglejiafeihezuomoshidexinpianzhang。yiziyuan、gufen、pinpaidengyouzhiyuansubangdingshichang、bangdingkehu,yeduishichangxingchengleqiangjingdeladongli。tongguoqiangqianglianshoushixianshichangziyuanzhengheheyoushihubu,zengqiangqiyeshichangjingzhengli,qiangzhanshichangzhigaodian,shixianyanhuchanpinjinrushichang、zhanyouyingyoudeshichangfene、tishengleyanhupinpaijiazhideyuqi。yucitongshi,zheizhongquanfugaishidewangluohuageju,weikuaisuqidongquyushichangqidaolejudazuoyong,genghuanjieleqinghaidiqudanwangjimingxiandeyunshuhuanjieshijiancha,jieshenglebufencangchu、wuliuchengben,dadajiangdilezhongjianhuanjiefeiyong,tigaolechanpindejingzhengli,weiyantianyunongtiandajianleyitiaojikuanqieping、tongdashunchangdeshichang“yanqiao”。

zhuangshiduanwan,shiyizhongyongqi,gengshiyizhongxiuwei。“womendezhudaosixiangshijieshi、jieli、jieren、jiechuanchuhai,goujianyigezhigong、lianying、daili、kaifangshichangdepingtai。”wuwenhaoshuo,“cong2014nianzhijin,yingxiaoshangwomenzhizuoleliangjianshi:dapingtaihezuoneibudeshidatongyi,baokuotongyipinpai、tongyixiaoshou、tongyiyunshu、tongyishichang、tongyijiagedengdeng,xiaoguoheshichangfanyingdoubucuo。weilaigongsijianggenjuchanpinleibie,nizaixianyouxiaoshoufengongsidejichushang,jianligengweizhuanyedexiaoshougongsi,nulitigaojiafeichanpindeyinglishuiping。tongshi,jianghuagongchanpintuixiangshichang,zhaoxunxindelirunzengzhangdian,binggenjushichangbianhuajishidiaozhengxiaoshoucelve。”

电商运营:借势布局新战略

xinxihuashidai,dianzishangwufengqiyunyong,chuantonghuagongqiyezezhanzaifazhandeshizilukou。yaobuyaochu“dian”,yongshenmefangshichu“dian”,chengweixuduolaopaiguoqichuangxinzhuanxingzhongdeyigeyiwen。

wuwenhaorenwei,yanhugufenyongyoufengfudejiaziyuan、jishuheshichangyoushi,yujizhi、“hulianwang+”、jinrongdengfangmianyouyoushideyouxiuminyingqiyehezuo,youzhuyuwoguojiafeixingyewenjianfazhan。

2016nian,qinghaiyanhugongyegufenyouxiangongsihexinxiwangjituanqixiadeshanghaixinzengdingzichanguanliyouxiangongsi,zaiyuansichuanyanhuhuagongdejichushangyinruhulianwangsiwei,yiqingyanghuajia、tansuanjiadenghuaxuepindechuantongmaoyiweizhuye,chuangxin“hulianwang+wulianwang+gongyinglianjinrong”dezengzhifuwumoshi,dazaochudejuyoujiajianxingyejiagezhishufabuzhehexingyexiaoshoulingdaodiweidegonggongjiaoyidianshangpingtai。gaipingtaichulexiyinchuyanhugufenhexinxiwangjituanqinglihezuowai,minshengyinxing、xinwangyinxing、renbaocaixian、xinzengdingshuju、shilikeji、huitongtianxia、dingshengcangkudengjinrong、baoxian、wuliu、shujufenxiqiyeyejiamengzhuli。

“zheishiyanhugufengongsi、yeshihuagongxingyedeshoucichu‘dian’changshi,caiyongchuangxinxingshi、goujianzhuanyedianshangyunyingpingtai,zheiyichuangjuyeweiyanhugufengongsidezhanlvechuangxinbankuaitigongzhongyaobuchong。”wuwenhaobiaoshi,yanhugufengongsihexinxiwangjituanliangjiagongsitongguogongjianzhanlvefazhanpingtai,qiangqianglianhe,youzhuyulingdaowoguoqingyanghuajia、tansuanjiaxingyejiankangfazhan,yeyiweizhekaichuangleguoneihuagongxingyelingyupinpaishengji、fuwushengji、chanyeshengjidezhanxingeju。“womenxiangxin,tongguozhengheyanhugufen、xinxiwangxianyoujiajianchanpinxiaoshouyewu,yidingnengzaiweilai,shixinpingtaiqudejiagezhishufabuzhediwei,yejiangtongguoliangjiaheli,gongtongdazaochuzhongguozuidadejiajianchanpindianshangpingtai。”

经过1年多的发展,目前该平台已实现了合作初衷,成为了混合经济合作的典范,同时也是互联网、物联网、金融供应链领域服务的典范,更是创新营销模式的典范,以及质量、信誉方和资本运营合作的典范。作为钾肥行业的龙头老大,盐湖营销队伍以市场为师,大力发展营销创新。集资源、技术、生产、销售、网络渠道、优势品牌于一身的钾肥产业航母级“大鳄”已经成熟,盐湖营销已翻开时代新篇章。(转自《中国农资传媒》)

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