市场营销人员处于市场的最前沿,是企业直接与市场接触和直接创造价值的特定群体,营销人员素质的好坏、能力的高低,不仅直接影响着企业生产经营目标的完成和战略发展目标的实现,而且一线营销人员职业素养的高低,还直接关乎到企业整体形象的毁誉。建立一套科学的营销人员培训体系,对提升营销人员职业素养、评价营销人员专业能力和实现企业经营目标等都至关重要。农机企业经营的产品是农业生产资料,与生活消费品存在巨大差异;农机企业所服务的对象是广大农民阶层,这一特殊群体自身又存在着许多个性化特点,这就要求农机营销人员必须具备一定的适合农民消费与购买习惯以及农机产品专业知识的特殊的职业技能与职 Marketing staff at the forefront of the market is the specific groups directly contact with the market and create value directly, the quality of marketers, the level of ability not only directly affect the completion of business production and management objectives and the achievement of strategic development goals , But also the level of professionalism of front-line marketers, but also directly related to the overall image of corporate reputation. Establishing a set of scientific training system for marketing staff is very important to improve the professionalism of marketing staff, evaluate the professional competence of marketing staff and achieve the business objectives of the enterprise. Agricultural machinery business products are agricultural means of production, there is a huge difference with the consumer goods; agricultural enterprises are the object of service to the majority of peasant class, this special group itself there are many personal characteristics, which requires the marketing of agricultural machinery must have a certain Specialized occupational skills and occupations that are suitable for peasant consumption and buying habits and agricultural product expertise