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    統配(pei)統銷(xiao)(xiao)自不(bu)必(bi)說，那是計劃經濟(ji)年代典型(xing)的我生產(chan)什么你就(jiu)得用什么的'霸王(wang)'銷(xiao)(xiao)售(shou)；送貨(huo)上(shang)門(men)雖然有了(le)(le)進(jin)步，但一(yi)些不(bu)法商販卻趁機把偽劣產(chan)品'送'到了(le)(le)農民手(shou)中，部(bu)分農民甚至因屢屢上(shang)當(dang)受騙而拒絕(jue)一(yi)切(qie)送上(shang)門(men)的貨(huo)；后來(lai)就(jiu)出(chu)現了(le)(le)訂單加工銷(xiao)(xiao)售(shou)，其(qi)特(te)點是經銷(xiao)(xiao)商提出(chu)自己所需(xu)農膜產(chan)品的規格、特(te)性、數(shu)量(liang)等要求，預付一(yi)筆定(ding)金后，生產(chan)企(qi)業照單加工，并在(zai)交貨(huo)時收回所有貨(huo)款。

    比起前兩種方式，訂單加工銷(xiao)售(shou)風險(xian)無(wu)疑(yi)要小(xiao)得多，也基本符合(he)市場(chang)消費要求。但(dan)由于受企(qi)(qi)業(ye)知(zhi)名度、品(pin)牌、產品(pin)銷(xiao)售(shou)與使用(yong)區域限制，企(qi)(qi)業(ye)所(suo)得的(de)訂單大多來自(zi)老客(ke)(ke)戶(hu)或近距離客(ke)(ke)戶(hu)，而與遠距離客(ke)(ke)戶(hu)往往失之交(jiao)臂，更對潛(qian)在(zai)客(ke)(ke)戶(hu)和潛(qian)在(zai)市場(chang)一無(wu)所(suo)知(zhi)，仍是(shi)一種守株待(dai)兔的(de)被動營(ying)銷(xiao)模(mo)式。這種營(ying)銷(xiao)模(mo)式雖能有效規(gui)避市場(chang)風險(xian)，但(dan)也會使企(qi)(qi)業(ye)的(de)銷(xiao)售(shou)半徑縮(suo)小(xiao)，產量和利潤難以增長(chang)。近兩年的(de)實踐(jian)證明，即便是(shi)國內(nei)知(zhi)名的(de)大型農膜企(qi)(qi)業(ye)，旺季(ji)時所(suo)獲的(de)訂單也只能維(wei)持70%的(de)開工率。

  ;  那么，有(you)沒有(you)比訂單加工更好的營銷模式呢(ni)？北京華盾和山東日(ri)信給出了肯(ken)定(ding)(ding)回答。這就是：深入消費市場，按需定(ding)(ding)產。

    北京華盾集團農膜(mo)(mo)廠的技(ji)術人員在(zai)深入田間地頭(tou)調(diao)研后，發(fa)現在(zai)普通膜(mo)(mo)嚴重(zhong)滯銷的情(qing)(qing)況下，特色(se)(se)功能(neng)膜(mo)(mo)卻十分緊俏(qiao)，于是迅速研發(fa)并生產(chan)出黑色(se)(se)除草膜(mo)(mo)、銀色(se)(se)驅避蚜(ya)蟲膜(mo)(mo)及紫色(se)(se)、綠色(se)(se)、紅色(se)(se)等適用于不同作物生長要求的功能(neng)膜(mo)(mo)，這些功能(neng)膜(mo)(mo)一經(jing)(jing)面世就受到農民青睞，自(zi)然引來(lai)經(jing)(jing)銷商主動(dong)進(jin)貨，成了華盾的'拳頭(tou)'產(chan)品。靠著(zhu)這些產(chan)品，近兩(liang)年在(zai)其他農膜(mo)(mo)企業開(kai)工率普遍下降的情(qing)(qing)況下，華盾的開(kai)工率卻常年維持(chi)在(zai)70%以上(shang)，旺季時達到100%。

    山東(dong)(dong)日信化(hua)學工業公司(si)在(zai)(zai)今年四五(wu)月份，也就是農(nong)(nong)(nong)(nong)(nong)膜(mo)(mo)(mo)使用淡季時，將(jiang)技術人(ren)員和銷(xiao)售人(ren)員全部派往(wang)農(nong)(nong)(nong)(nong)(nong)村(cun)，指導(dao)農(nong)(nong)(nong)(nong)(nong)民(min)如(ru)何識別假冒(mao)偽劣(lie)農(nong)(nong)(nong)(nong)(nong)膜(mo)(mo)(mo)，如(ru)何正確(que)選擇和使用農(nong)(nong)(nong)(nong)(nong)膜(mo)(mo)(mo)，并認(ren)真聽取農(nong)(nong)(nong)(nong)(nong)民(min)對(dui)現有(you)農(nong)(nong)(nong)(nong)(nong)膜(mo)(mo)(mo)產品的(de)(de)(de)意見和建(jian)議，仔細(xi)調研農(nong)(nong)(nong)(nong)(nong)膜(mo)(mo)(mo)主消(xiao)費(fei)區(qu)(qu)的(de)(de)(de)消(xiao)費(fei)特點和需(xu)求(qiu)(qiu)(qiu)形(xing)勢(shi)，以及(ji)不(bu)同(tong)(tong)(tong)地(di)(di)區(qu)(qu)、不(bu)同(tong)(tong)(tong)農(nong)(nong)(nong)(nong)(nong)時對(dui)農(nong)(nong)(nong)(nong)(nong)膜(mo)(mo)(mo)的(de)(de)(de)不(bu)同(tong)(tong)(tong)要求(qiu)(qiu)(qiu)。當他們了(le)解到(dao)內蒙古、遼寧北部等(deng)風沙大(da)、氣(qi)候(hou)(hou)條(tiao)件惡劣(lie)的(de)(de)(de)地(di)(di)區(qu)(qu)，農(nong)(nong)(nong)(nong)(nong)民(min)對(dui)農(nong)(nong)(nong)(nong)(nong)膜(mo)(mo)(mo)的(de)(de)(de)強(qiang)度、保溫性(xing)(xing)、抗老化(hua)性(xing)(xing)要求(qiu)(qiu)(qiu)更(geng)高(gao)，而陜西關中、河(he)南、山東(dong)(dong)等(deng)地(di)(di)的(de)(de)(de)農(nong)(nong)(nong)(nong)(nong)民(min)更(geng)注重農(nong)(nong)(nong)(nong)(nong)膜(mo)(mo)(mo)的(de)(de)(de)透(tou)光(guang)性(xing)(xing)、保溫性(xing)(xing)和防霧滴性(xing)(xing)時，便通過調整原料配方和農(nong)(nong)(nong)(nong)(nong)膜(mo)(mo)(mo)厚(hou)度，生產出適(shi)(shi)合不(bu)同(tong)(tong)(tong)地(di)(di)區(qu)(qu)、不(bu)同(tong)(tong)(tong)需(xu)求(qiu)(qiu)(qiu)的(de)(de)(de)農(nong)(nong)(nong)(nong)(nong)膜(mo)(mo)(mo)產品。如(ru)在(zai)(zai)氣(qi)候(hou)(hou)條(tiao)件惡劣(lie)地(di)(di)區(qu)(qu)，為保證(zheng)農(nong)(nong)(nong)(nong)(nong)膜(mo)(mo)(mo)強(qiang)度，所(suo)加工農(nong)(nong)(nong)(nong)(nong)膜(mo)(mo)(mo)厚(hou)度在(zai)(zai)10絲(si)以上，而河(he)南、陜西、山東(dong)(dong)等(deng)地(di)(di)，農(nong)(nong)(nong)(nong)(nong)膜(mo)(mo)(mo)厚(hou)度8絲(si)更(geng)受農(nong)(nong)(nong)(nong)(nong)民(min)歡迎。由于這些產品適(shi)(shi)銷(xiao)對(dui)路(lu)，經銷(xiao)商紛紛主動上門訂貨，山東(dong)(dong)日信今年不(bu)僅較往(wang)年提前一個月開工，而且(qie)從8月份至今開工率一直保持(chi)在(zai)(zai)100%的(de)(de)(de)高(gao)水平，全年產銷(xiao)量有(you)望(wang)比去年增(zeng)長50%。

    北京華盾和(he)(he)山東日信將市場(chang)調研(yan)從(cong)城鎮和(he)(he)經(jing)銷(xiao)商層面延伸到(dao)農村和(he)(he)農民，通過調查發現了(le)潛在的(de)大市場(chang)，用自己與眾不同、農民急需的(de)產品'搶'到(dao)了(le)大訂單。這種細致入微的(de)'按需定產'營銷(xiao)策略，使企業得以在慘烈(lie)的(de)競(jing)爭中脫穎而出。作者(zhe)： 陳繼軍