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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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