基于农村居民消费行为的家电企业营销策略探讨

本文认为.影响我国农村居民家电消费行为的主要因素有收入水平、消费基础设施环境、所处社会群体、传统消费观念和文化水平、家电企业的营销行为等.文章提出,家电企业开拓农村市场,应实施以差异化为特色的目标市场策略.采用以适销对路为核心的产品策略、以低价实惠为特色的价格策略、可有效吸引农村居民注意力的促销策略和反应迅速及时的服务策略,同时建立以畅通、高效为特色的渠道系统.

The Research on the Marketing Strategies of Home Appliances Enterprise Based on Purchasing Behavior of Rural Residents

The authors believe that,Factors that influence the rural residents' consumption behaviors include:level of income,infrastructure,traditional view of consumption,and the marketing behaviors of home appliances enterprise.To explore the rural market,the home appliances enterprises should focus on the target market with differential as the characteristic,adopt the product strategy which taking appropriate product as the core,and the price strategy which taking low price as the characteristic,and so on.