摘要 随着社会发展、科技进步和客户需求的多样化，市场营销环境变得越来越复杂，也对企业的市场营销活动提出了更高的要求。A公司是一家农业智能化装置研发、生产、系统开发和集成的专业化企业，在国家大力推进农业集约化、产业化及信息化战略机遇期，该公司取得了骄人的业绩，也面临着严峻的市场竞争和挑战，其传统的关系型营销模式及策略既不能支撑公司的快速发展，也不符合公司长期战略规划的要求，因此，构建适应行业特点的项目型市场营销模式，制定可行有效的营销策略是A公司亟待解决的重要问题。 论文结合智能化装置及软件产品的特点，总结分析了国内外研究现状，明确了农业智能化和农业智能化装置及其分类；阐述总结了市场营销的相关理论，包括4PS、4CS、4RS、4VS和STP理论；分析了A公司农业智能化装置的市场营销现状和影响因素，指出了存在的问题；针对该公司的农业智能化装置，从政治法律、经济、社会和技术等方面分析了市场营销的宏观环境，运用波特五力模型分析了现有竞争者、潜在竞争者、替代品的威胁、供方议价能力和买方议价能力，并运用SWOT分析法分析了优势、劣势、面临的机遇和威胁，确定了该公司农业智能化装置的市场营销战略，包括优势机会战略、劣势机会战略、优势威胁战略和劣势威胁战略；在细分市场分析的基础上，为A公司确定了目标市场和定位，并从产品、价格、渠道和促销四个方面制定了营销组合策略，从营销文化建设、营销团队建设、营销控制和营销管理等方面提出了保障措施。目的是为A公司提高营销能力、拓展市场、保持竞争优势、实现可持续发展提供实践指导。

ABSTRACT With the development of society, the development of science and technology and the diversification of customer demand, the marketing environment is becoming more and more complex, and the marketing activities of enterprises are also required to be higher. Company A is an agricultural intelligent device R & D, production, System development and integration of specialized enterprises in the country vigorously promote agricultural intensification, industrialization and information strategic opportunities period, the company has made remarkable achievements, but also facing severe market competition and challenges. The traditional relational marketing model and strategy can neither support the rapid development of the company nor meet the requirements of the company's long-term strategic planning. Constructing a project-based marketing model meet the industry and making effective marketing strategy are the important problems to be solved urgently. Based on the characteristics of intelligent devices and software products, this paper summarizes and analyzes the current research situation at home and abroad, clarifies the agricultural intelligent and agricultural intelligent devices and their classification, expounds and summarizes the relevant theories of marketing, including 4PS 4CSC 4RS 4VS and STP theory. This paper analyzes the marketing situation and influencing factors of agricultural intelligent device in Company A, points out the existing problems, and aims at the agricultural intelligent device of Company A, this paper analyzes the macro-environment of marketing from political law, economic, social and technical aspects, and analyzes the threat of existing competitors, potential competitors, the substitutes’ threat, the supplier's bargaining power and the buyer's bargaining power by using Porter's five-force model. This paper analyzes the advantages, disadvantages, opportunities and threats by using the SWOT analysis method, and determines the marketing strategy of the agricultural intelligent device of the company, including the advantage opportunity strategy, the inferior opportunity strategy, advantage threat strategy and inferior threat strategy. On the basis of market segmentation analysis, the target market and position are determined for company A, and marketing mix strategy is formulated from four aspects: product, price, channel and promotion, this paper puts forward some safeguard measures from marketing culture construction, marketing team building, marketing control and marketing management and other aspects. The aim is to improve the marketing ability and expand the market for company A To maintain competitive advantage and achieve sustainable development to provide practical guidance.