According to industry statistics, in 2016, the added value of agricultural machinery industry growth rate of 7.7%, down by 0.7% over the previous year, the growth rate of decline is obvious. The national agricultural machinery enterprises above designated size main business revenue of 451.639 billion yuan, increased by 5.8% year-on-year, 1.64% lower than the national machinery industry revenue growth. Agricultural 　　machinery enterprises above designated size total profit of 25.524 billion yuan, a year-on-year increase of 351 million yuan, the growth of only 1.39%, 4.15% lower than the national machinery industry profit growth. Agricultural machinery industry 2016 revenue and profit growth are weak trend, reached the bottom of a decade.
　　The spring of 2017, with "supply side structural reforms" to document "number one" again in the middle of the largest theme is focused on the "three rural", strongly linked to agriculture policy situation faced by the agricultural machinery industry is still good, but at the same time, the industry forecasts, agricultural machinery industry in 2017 will still continue in 2016, the development of the market adjustment form, both in terms of market demand, customer purchasing power, lower food prices affect farmers to plant more, or market factors such as serious homogeneity competition, the difficulties and challenges facing agricultural machinery enterprises is still not small.
　　How to realize the breakthrough in the heated market competition, in the agricultural machinery enterprises determine the good business development route, laying solid foundation management at the same time, should focus on the following four major strategy thinking.
　　Strategy one: a clear strategic direction - to survive
　　In 2017, the agricultural machinery enterprises facing the adjustment, upgrading and transformation of multiple test, at the same time, raw material prices, labor costs increase, superposition of multiple factors such as financing difficulties, this kind of scenario, determine the correct strategy development direction is crucial, in my opinion, agricultural machinery enterprises in 2017 ought to survive and develop steadily in the first place.
　　"Live", agricultural machinery enterprises to be highly focus on three key points:
The first is to cultivate their own core competitiveness. According to the logic of management theory, enterprise core competitive ability is different at different stage of development, some business owners said, "my enterprise core competitiveness is the product", some operators said "my enterprise core competitive ability is one of my team", also some operator said "my enterprise core competitiveness is the business model", anyway, face a particularly brutal market competition, every agricultural machinery enterprises to cultivate their own core competitiveness, around the team, culture, products, technology, brand, business model, and many other factors do management and operation, to their own "long board" to do the longest, perfectly, swallow the "short board" oneself continuously at the same time, only to develop its own core competitive ability, can withstand the test of bad market environment, to survive.
　　The second is to guarantee a good cash flow. Throughout many farm machinery enterprise development, products, cash flow and management decision-making direction is to determine the rise and fall of the enterprise three key points, some enterprises are eliminated, not the market demand, is more of the cash outflow problem, many domestic agricultural machinery enterprises in market development, blindly pursue scale effect, shop goods free of charge, credit, price war, once the market growth is slowing, high accounts receivable, triangle debt disputes, low product profitability disadvantages exposed constantly, poor capital market recovery will directly affect the enterprise orderly operation, so, to ensure a good cash flow is the fundamental to the healthy development of the enterprise.
　　The third is for profit growth point. Since 2014, the domestic market of agricultural machinery products sales structure change constantly, in 2016, most of the traditional agricultural machinery category as self-propelled corn combine, small and medium-sized tractor, corn harvester fell, knapsack product basic exit the market, emerging industries such as animal husbandry, economic crops harvest, post-harvest processing category, such as the strong momentum of development, as a result, 2017 years of agricultural machinery enterprise must be determined by advantage products, get the advantage in the market, and transform and upgrade fast way for the access point and the business profit growth point, then, should realize the smooth running and machine power.
　　Strategy 2: focus on business goals - do high-quality goods
　　With the market competition of agricultural machinery, products the important role of the operating elements were focused on infinity, in fact, no matter how the market changes, left the good product, any enterprises will not achieve long-term development, in 2017, into deep correction in the market, but also the good time of agricultural machinery enterprises to realize product upgrade.
　　Should do high-quality goods, agricultural machinery enterprises from five aspects.
One is to determine the advantage product or combination. Any enterprise in product management link must be determined to their advantage products as the premise, further establish advantage product portfolio, according to industry forecasts, the next few years, churning out, quality closes nevertheless, service, no guarantee of agricultural machinery products will be abandoned by market and customers, so, want to combine agricultural machinery enterprises practice, determined to independent manufacturing quality, cost-effective, competitive product types, further refine process control measures, is the precondition to realize the high-quality goods manufacturing factors.
The second is to increase technology innovation. Regardless of enterprise scale, want to homogeneity serious agricultural machinery market competition, innovation is the only way, the technology innovation is particularly important, increase agricultural machinery enterprises technology innovation, dare to actively introduce professional talents, to summarize and to improve its technology experience, to advocate the "craftsman" spirit of the whole, to strengthen overall skills training... The ultimate sign of technology innovation is still on the products, ensure that the product with high quality and reliable performance shall be sloppy.
　　3 it is to build ecosystem components manufacturing industry chain. Agricultural machinery products is tens of millions of parts, any enterprise can't completely realized part self-control, which requires many businesses and processing unit collaboration, nowadays, a host of agricultural machinery enterprise homemade core components and parts assembly as the main manufacturing model, most of the parts for outsourcing processing, want to make sure the machine quality excellent, the quality of each component must pass, this needs to form unified strict quality standards and requirements, the host enterprises and supply of parts to form an interest community goals, at the same time of strengthening quality control, establish a quality problem as the starting point of responsibility tracing mechanism, set up several times 3 packets of period of the fault components of the inspection contract, make the machine excellent quality as the main target of industrial chain ecosystem, fully realize the product promotion, such as zoomlion and yuchai strategic cooperation, yi tuo and Bosch rexroth strategic cooperation, etc., are proved the importance of ecosystem building industry chain.
　　Four is to strengthen product manufacturing full control. Many people think that to set up perfect quality management department will be able to realize the quality control and improve, actually this is one-sided, high-quality goods manufacturing is a system engineering, it is the forefront of technology, process design, the following is the parts processing and quality control of purchasing parts, next is the process of manufacturing conversion, processing ZhuanPei, machine debugging, experimental verification and a series of business behavior, quality control points throughout the whole process of product manufacturing, inspection, the inspection, the introspection, staff skill training, standardized operation... Linked together, any link can not meet the requirements, are likely to affect the product quality, therefore, to strengthen the quality control of products manufacturing process, is a common thing, all business units is the real expression of the whole consciousness and competence, quality improvement must grab from overall.
　　5 it is increase the brand cultivation. The importance of brand in market competition, needless to say, every enterprise must focus on brand building, product quality, high business integrity, quality service in place, the humanities concern big impact, social sense of responsibility is strong, around the user to the interests of the whole value chain each link sharing value enhancement... These is a good brand of quality, all agricultural machinery enterprises should be in the learning, absorbing excellent practice, realize the brand, win the social respect, market and user's approval, have the product of a brand effect, is bound to burst out of the market competitiveness.
　　Strategy 3: strong commercial thinking, expanding the market
Industry estimates, agricultural machinery market in 2017 will continue to continue stabilizing the development trend of adjustment. It indicates the whole farm machinery market will continue to lower, in this case, the agricultural machinery enterprises in solving, on the basis of survival, product upgrades, should strive to increase the intensity of market development, the market is large enough, to seize the moment in the subsequent market power.
Firm business mind do big market, agricultural machinery enterprises have the following seven ":
　　One is the advantage of market segment for intensive cultivation. In recent years, the degree of competition in the market segmentation of agricultural machinery is higher and higher, the personalized demand is also growing, the competition between brands climax, any enterprise can't be advantageous competitive position in all markets, this would require the business operators of system analysis, to determine their own advantages, cultivate loyal users, enhance the brand influence, form good public praise effect, refine to precision farming, which in turn into other markets, any enterprise's resources are limited and must not do market regardless of primary and secondary beard eyebrows seized, with scattered energy, wasted the money, but can not reach the ideal effect.
　　The second is to develop effective channel. According to statistics, more than 97% of the agricultural machinery enterprises are currently channel sales model, thus, the importance of distribution channels for products, agricultural machinery enterprises develop effective channels, first of all to build a Shared interests, reasonable profit distribution of the cooperation agreement, secondly to achieve business goals, and the consistency of value identity, again is to product brand and market space to the confidence of the highly unified, coupled with good credibility and marketing concept, must can achieve long-term cooperation, and create the ideal performance.
Three is to optimize the design of the business policy. Excellent business policy is to realize the cooperation between manufacturing enterprises and circulation enterprises, users, one of the key points of response to rapidly changing market competition, must be on the basis of effective avoid risk, according to different target market design flexible business policy, must not run a road to black.
　　Four is to build a highly collaborative service mechanism. Good services, is not just a matter of hosting companies, and is a common thing, supporting enterprises, sales enterprises to establish a highly collaborative service mechanism, to meet user needs as the starting point, to form a clear division of responsibilities, collaborative system of conformity, in busy season, users must not appear many shuffle, stalling phenomenon, in one sentence: there is no guarantee that the product use, affect the service users to earn money must be successful!
　　Five is around the user value enhancement construction perfect marketing service system. In the end, the user is the purpose of the purchase of agricultural machinery products power production, the rich, the development of agricultural machinery enterprise must have its market and user needs as the starting point, either on its own to perfect the product category or joint related enterprise integrated service system, value creation is for the power user, every agricultural machinery enterprise should stand in the user's perspective on the perspective-taking, find the demand of users, combinative oneself is actual form perfect marketing service system, out of the competition in the red sea, achieve long-term development.
Six is to expand international field of vision. For today's agricultural machinery enterprises, domestic and international markets is also open, business operators must have internationalized vision, on the basis of the excellent product quality, actively seeking export sales, expand the international market.
Seven is make good use of the Internet platform. In today's Internet is popular, any agricultural machinery enterprises is not ignore the power of online platform, with strength of self-built platform, enterprises can realize the online and offline synchronous sales, want can light assets operating enterprises with Internet companies to seek cooperation, such as agricultural machinery, 360 set up the mechanism of benefit sharing, to achieve online sales.
Strategy 4: rich culture, team building
　　Less well in the market today, a lot of farm machinery enterprise as he pushed shouted out the slogan of workers "increase", the management concept itself is not wrong, what is the key to decrease? What people have to add? Personnel how to rearrange? A lot of business operators is said not clear. The author thinks that, agricultural machinery enterprises to cope with market is an important way of slowing down in 2017 "team building"!
　　Agricultural machinery enterprise efficiency, whether downsizing or expansion, is to create efficient, combat effectiveness and execution team, in general, need to pay attention to the following five:
　　One is to keep and improve the enterprise core staff. Any agricultural machinery enterprises, must be comprehensive measurement and analysis of staff structure, be sure to retain and build perfect core staff, the core for both employee loyalty, skill levels, and in view of every link of enterprise operation in terms of jobs, formed its own core staff, on this basis, with corresponding personnel, very easy to form the required business capabilities.
　　The second is to ensure that revenues and employee benefits. Regardless of the enterprise, no matter what kind of the staff, everyone together in order to earn money to feed their families, is the basic starting point of leave talk about ideal is not realistic to survival, therefore, enterprises must be honest, for employees, for customers to inside and outside, no matter how bad the market environment, companies committed to income must deliver on time, this is the most effective way to retain people, another way: pay wages on time is the most excellent management enterprise culture!
　　Three is focusing on enterprise featured culture concept. Management, enterprise culture is a culture, is a concept of sublimation, this right, any enterprise development is inseparable from its own cultural concept, the culture is subtle, is the powerful weapon staff cohesion, all companies should put their own excellent unique culture idea continued to the staff, with business owners as the core to form resultant force, jointly cope with the market competition.
　　Four is needed to actively introduce the business professionals. Workers, as the author mentioned, increase cannot treat as the same, some companies have to do subtraction, and some enterprises must be combined with the actual synchronization add, subtract, such as the introduction of professional talents, for in the transformation and upgrading of the tuyere of the small and medium-sized agricultural machinery enterprises is particularly important, there are language speak "while xing, loss are destroyed", no matter when, talented person is indispensable for enterprise management, therefore, needed to actively introduce the business professionals, is very important in any time.
　　Five is to focus on training training, supplement the soft power. For enterprise management, hard power, soft power, be short of one cannot, training as one of the important ways to improve the staff overall skills and qualifications, to become one of the important contents of enterprise normalized management mechanism, the constant attention, through training to improve people post match, equipment efficiency and degree of knowledge sharing to build enterprise resource integration, will offer a inexhaustible driving force for enterprise development.
　　Regardless of agricultural machinery market change, farm machinery people firmly believe that way better than more difficult, every agricultural machinery enterprises should look for the target, do products, expanding market, team building, strengthen the basic management, whole, trials and hardships, create new performance, for the agricultural machinery development under the new normal add a part.