Application of Community Marketing in Agricultural Machinery Industry

With continuous rise of new technologies such as Internet，production and management methods of various traditional industries are undergoing important changes.As a part of traditional manufacturing industry，agricultural machinery industry is influenced by objective factors such as policies and economy，and its marketing methods have always had its own characteristics.Under impact of slowdown in industry′s economic growth and emergence of new technologies，transformation of marketing methods is imperative.Combined with literature review and case analysis method，application of community marketing with typical characteristics in new marketing models in agricultural machinery industry was taken as research object，and was analyzed from target consumer group，establishment of specific marketing scenarios and establishment of models with actual consumption environment in application of social marketing，a new trend of precision，scene and diversification model guided by social marketing was concluded，conclusion was expected to provide reference for marketing transformation of entire agricultural machinery industry.