海信科龙陕西分公司“家电下乡”营销策略研究.docVIP

海信科龙陕西分公司“家电下乡”营销策略研究 XXX 西安理工大学 市场营销专业 市场营销系 0级 中国 西安 关键字：海信科龙 营销策略 4Ps 4Cs Appliances to the countryside Marketing Strategy Study of Hisense Kelon Shaanxi Branch Feng Shaobo Marketing, grade 2010, Marketing Department, Xi’an University of Technology, Xi’an, China, Zip code： Abstract In 2008 economic crisis in the United States, rely on the export of household electrical appliance enterprises trouble. In view of this situation, Chinas implementation of the home appliances to the countryside policy, for these enterprises to look for another film market - to expand domestic demand, improve rural living standards. Home appliances to the countryside policy is to thoroughly implement the scientific concept of development, and actively expand domestic demand, an important measure of financial and trade policies of innovation and breakthroughs. Main content, comply with the new trends in rural consumption upgrade, use of fiscal, trade policy, guide and organize joint business, development, production characteristics suitable for rural consumption, performance, reliability, quality assurance, affordable home appliances, and provide the farmers to meet the needs of The distribution and after-sales service; subsidies for farmers to buy into the range of household electrical appliances to give a certain percentage of financial subsidies in order to activate the purchasing power of farmers and expand rural consumption, promoting the coordinated development of domestic demand and external demand. In this paper, Hisense Kelon Shaanxi Branch appliances to the countryside marketing strategies for the research object and research content, in reading a large number of theoretical knowledge about marketing strategy books and related reference literature based on the analysis of Chinas household appliances market conditions, Hisense Kelon Shaanxi branch of the marketing environment and the consumption characteristics of household electrical appliances. Shaanxi Hisen