摘要:在全球金融危机、城市家电市场趋于饱和的背景下，努力开拓农村市场是我国经济发展的根本要求，是扩大内需，拉动经济增长的重要方面，同时也是家电行业实现市场战略转移，获取行业发展的重要方向。虽然农村市场拥有巨大的消费潜力，但是农村市场有别于城市市场，因而在开拓农村市场时，也不能把城市的经营方略完全照搬到农村去，农村市场有其自身的特殊性，这就要求企业要学会因地制宜，有针对性地采取营销策略。本文以市场营销理论为指导，对家电企业进军农村市场的潜力进行分析，让企业学会怎样了解农村市场的消费需求，如何开拓农村市场，最大程度的释放农村的潜在需求，不断提高企业自身的竞争力，从而为企业进入农村市场提供一定指导，为企业的长远发展注入活力，同时满足农民的需求，达到双赢的效果。
关键词：消费需求 家电企业 农村家电市场 营销策略
ABSTRACT:In the global financial crisis, the city of home appliance market tends to saturation in the background, to open the country is the basic goal of China's economic development needs, is the important aspect of expanding domestic demand, stimulating economic growth, but also the appliance industry to achieve market strategy transfer, access to important direction of the development of the industry. Although the rural market has a huge consumption potential, but the rural market is different from the city market, and in the open the rural market, nor the business strategy of the city completely to the countryside, the rural market has its own particularity, which requires enterprises must learn to adjust measures to local conditions, targeted to take marketing strategy. This paper will take the market marketing theory as the instruction, carries on the analysis to the household electrical appliance enterprises to enter the rural market potential, how to make enterprises to understand the rural market consumption demand, how to open the rural market, potential demand for the release of the rural to the maximum extent, improve enterprise competitiveness, so as to provide some guidance for enterprises to enter the rural market, injection energy for the long-term development of the enterprise, at the same time, to meet the needs of farmers, to achieve a win-win result.
keyword：consumer demand； Household electrical appliance enterprises； The countryside electrical appliances market； marketing strategy
本文的主要内容有如下几个板块：首先提出论文研究的主要背景、目的及意义。然后对论文相关的一些概念进行了阐述。第三部分则是通过对农村市场的品牌、产品结构、渠道、消费环境等等方面的分析来了解农村市场的现状。第四部分主要是对农村家电市场的需求分析，主要是通过消费层次、消费习惯、消费心理以及产品品牌、种类、价格等方面进行分析。接下来就是针对于前面的现状分析和需求分析而提出的营销策略建议了，本文的营销策略建议将采用4P理论，通过产品、价格、促销、渠道四个方面提出适合于现阶段农村市场的策略建议，为企业进军农村市场提供借鉴。最后就是对本文做出结论了，主要是对本文所阐述的内容进行一个总结。
