当前,基于对短期利益的追逐,农化服务要么变成装点门面的招牌,要么沦为市场促销的工具。农化服务该怎样与市场营销相结合,成为困扰农资企业的核心问题。农化服务必然意味着大量的人、财、物投入,而回报则无法量化,短期内很可能没有任何回报。正是由于这两者之间的冲突,在实践中,多数企业的农化服务背离了最初的本意。在有些企业,农化服务干的是“擦屁股”的工作,产品质量出了问题,农化服务人员赶去处置,成了“灭火队”;而在更多 At present, based on the pursuit of short-term interests, agro-chemical services either become signs of decorate the facade, or become a marketing tool. How agrochemical services and how to combine marketing has become a core problem plaguing agricultural capital enterprises. Agro-chemical services will inevitably mean that a large amount of people, money and goods will be invested, while the returns will not be quantifiable and there may not be any return in the short run. It is precisely because of the conflict between the two that in practice the agrifood service of most enterprises has deviated from its original purpose. In some enterprises, the agrochemical service is doing a job of “wiping the buttocks”, the quality of the products is a problem, and the agrochemical service personnel rush to dispose of them and become the “fire fighting team”; while in more