THE USE OF ENGINEERING AND MARKETING APPROACHES TO IMPROVE THE EFFICIENCY OF AGRICULTURAL MACHINERY

The systemic crisis in the renewal of the agricultural machinery fleet of the Russian Federation is characterized by a critical decrease in its renewal coefficient and aging. This situation is caused by a complex of factors, including a decrease in profitability, price disparity and an increase in operating costs for maintaining the operational readiness of obsolete machine and tractor units, which poses a threat to the technological sovereignty of the agro-industrial complex. (Research purpose) The research purpose is determining the possibilities of integrated use of engineering and marketing approaches to find optimal solutions to improve the operational properties and improve the technical condition of agricultural machinery throughout its life cycle. (Materials and methods) The methodological basis of the study was the analysis of industry strategies, programs, data on the impact of engineering and marketing strategies on the effectiveness of the maintenance and repair system. (Results and discussion) A conflict of objectives was identified: the engineering and scientific complex is focused on maximizing the resource potential of equipment, and the dominant marketing paradigm of the manufacturer is based on the model of accelerated fleet renewal. A systemic imbalance between engineering and marketing approaches was determined based on SWOT analysis. In order to remove this contradiction, the transformation of the maintenance and repair platform was proposed as a synthesis of a systematic approach to technical operation and modern predictive analytics technologies based on artificial intelligence. The introduction of this platform catalyzes the transition to service-oriented business models that transform the economic incentives of the manufacturer in the direction of increasing the reliability and maintainability of manufactured products. (Conclusions) Achieving technological competitiveness of the domestic agro-industrial complex requires overcoming disunity through the creation of an integrated digital ecosystem. The proposed platform acts as an infrastructure solution that ensures the integration of the interests of producers, scientific organizations and consumers based on objective data and the transition to a closed-loop economy in agricultural machinery.