家电企业开拓农村市场的营销策略探讨的毕业设计／论文.docVIP

家电企业开拓农村市场的营销策略探讨 摘 要 一直以来，我国家电都立足于城市市场，。“十一五”时期，在家电下乡政策的推动下，农村家电市场得到快速发展关 键 词：家电企业，农村市场，营销策略 Household electrical appliance enterprises to develop the marketing strategy of the rural market Author: Wang Taiqun Tutor: Zhang Zhengyu Abstract Chinas household electrical appliance enterprises are based on the urban market, competition is fierce, home appliances market has become increasingly difficult for enterprises to expand. “Eleventh Five-Year” period, the policy in the promotion of home appliances, Household appliance market in rural areas has been rapid development. At the same time, the rural household appliances market problems emerged, electronics companies are still facing serious challenges. Their own continuous development in the enterprise, based on the use of marketing strategy is essential. This article from the rural household electrical appliance market demand characteristics of view of rural household electrical appliance market existing product, price, place, promotion, service and other aspects of the problem, through the market marketing theory research, was put forward based on the theory of the 4ps difference marketingstrategy. Key words: Household electrical appliance enterprises, the rural market, marketing strategy 目 录 1 1 2 农村家电市场需求的特点 2 2.1 潜力性 2 2.2 差异性 2 2.3 功能性 2 2.4 分散性 2 2.5 示范性 3 3 农村家电市场存在的问题 4 3.1 产品不符合农民的需求 4 3.2 产品价格太高 4 3.3 销售渠道太长 4 3.4 促销不当 5 3.5 服务与销售脱节 5 3.6 消费环境差 5 4 开拓农村家电市场的营销策略 6 4.1 注重产品设计 6 4.1.1 开发经济实用型产品 6 4.1.2 保证产品质量 6 4.1.3 改善产品包装 6 4.2 侧重定低价 7 4.2.1 注意渗透定价策略的运用 7 4.2.2 合理运用折扣定价策略 7 4.3 建立最有效的分销渠道 7 4.3.1 选择便捷的渠道 7 4.3.2 合理布局商业网点 8 4.4 灵活选择促销手段 8 4.4.1 选择合适的广告媒介 8 4.4.2 多采用营业推广策略 8 4.4.3 把握公共关系策略 9 4.5 提供全面的服务 9 结束语 11 参考文献 12 致 谢 13 1 绪 论 随着市场经济的深入，我国家电市场发展迅速，特别是在城市，竞争已经非常激烈，市场趋于饱和，家电企业的利润越来越薄，拓展市场不容迟缓。近几年随着农村基础设施建设的加强，有力地改善了农村家电消费环境提高了农村居民购买家电的积极性开拓农村市场激烈的价格大战、广告大战和服务大战使广大农村居民的需求得到满足有利于农民生活质量的改善对于农村扩大内需，缩短城乡间差距繁荣我国农村经济和增强我国的综合国力具有十分重要的意义。 2 农村家电市场需求的特点 我国农村人口有9亿，潜力性