基于跨境电商的农业机械网络营销与出口贸易协同研究

Coordination of Online Marketing and Export Trade for Agricultural Machinery in the Context of Cross-Border E-Commerce

摘要: 随着数字贸易和跨境电商规模化发展，农业机械出口正在由传统“展会 + 经销商”模式向“平台化展示、数字化营销、线上线索管理、线下履约与服务协同”模式转变。2024年我国跨境电商进出口规模约2.71万亿元，同比增长14%；农业机械出口金额为71.62亿美元，同比增长24.1%。但农业机械具有产品参数复杂、使用场景专业、售后服务依赖强、出口履约链条长等特点，其跨境电商发展不能照搬一般消费品模式。本文在跨境电商出口、B2B数字营销、供应链协同和动态能力理论基础上，分析农业机械企业在精准获客、产品展示、询盘转化、出口履约和售后闭环中的协同不足，构建“网络营销引流–询盘转化–出口履约–售后反馈”的四环节协同机制，并结合一拖股份、AGCO和CNH Industrial公开资料进行比较。研究认为，农业机械企业提升跨境电商成效的关键，不是单纯增加平台展示，而是将数字营销前端、出口履约中端和海外服务后端整合为可持续调整的跨境经营能力。

Abstract: With the scaled development of digital trade and cross-border e-commerce, agricultural machinery exports are shifting from the traditional model of exhibitions and distributors to an integrated model combining platform-based display, digital marketing, online lead management, offline fulfillment and service coordination. In 2024, China’s cross-border e-commerce import and export volume reached about RMB 2.71 trillion, while agricultural machinery exports reached USD 7.162 billion. Unlike general consumer goods, agricultural machinery is characterized by complex product parameters, professional application scenarios, strong dependence on after-sales service and long export fulfillment chains. Based on studies of cross-border e-commerce exports, B2B digital marketing, supply chain collaboration and dynamic capabilities, this paper analyzes the coordination problems in customer acquisition, product presentation, inquiry conversion, export fulfillment and after-sales feedback. It constructs a four-stage collaborative mechanism of “online marketing traffic generation - inquiry conversion - export fulfillment - after-sales feedback” and discusses representative enterprises using public information. The study suggests that the key to improving cross-border e-commerce performance is not merely increasing platform display, but integrating front-end digital marketing, mid-end export fulfillment and back-end overseas service into an adaptive cross-border operation capability.