| “万村千乡”推广悖论及其解决方案 |
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| 引用本文： | 刘玉萍,郭郡郡.“万村千乡”推广悖论及其解决方案[J].重庆商学院学报,2008,18(6):19-23,90. |
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| 作者姓名： | 刘玉萍 郭郡郡 |
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| 作者单位： | 西华师范大学,四川南充637002 |
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| 摘 要： | 在农村消费市场存在差异的条件下，全国范围的以行政补贴和市场推广相结合的“万村千乡”推广方式将面临“推广悖论”，即工程的普遍服务职能与企业追求利润的目标之间的冲突，进而可能会造成财政补贴资金的浪费。应在不同区域采用不同的推广策略：发达地区农村，应以企业自主经营为主；具有一定消费市场潜力但企业开拓成本还比较高的地区，应行政补贴和市场推广相结合；尚不具备经营条件的农村地区，应加强基础设施建设，并提高农民收入水平，待时机成熟后再逐步推进。
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| 关 键 词： | “万村千乡” 推广悖论 行政补贴 市场推广 农村消费市场 |
On promotional paradox of thousands of Villages and towns in the development of rural consumption market |
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| Affiliation: | LIU Yu - ping, GUO Jun - jun ( West China Normal University, Sichuan Nanchong 630002, China) |
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| Abstract: | Under disparity of rural consumption market, thousands of villages and towns promotional method by administrative subsidies and market promotion faces paradox, that is to say that general service function has Contradiction with profit pursuit of enterprises, therefore, administrative subsidies money is wasted. Different promotional methods should be used in different areas, for example, enterprises should selfmanage in developed villages, administrative subsidies and market promotion combination should be done in the areas which have certain buying ability but whose promotional cost is high, as for undeveloped villages, infrastructure construction should be consolidated, peasant income level should be raised, promotion will be done after the opportunity is existent. |
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| Keywords: | thousands of villages and towns promotion paradox administrative subsidies market promotion ruraleonstemption market |
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