| 当代农村消费者的新特征和拓展农村市场对策研究 |
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| 引用本文： | 高海霞.当代农村消费者的新特征和拓展农村市场对策研究[J].改革与战略,2011,27(7):105-107,154. |
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| 作者姓名： | 高海霞 |
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| 作者单位： | 杭州电子科技大学管理学院,浙江 杭州,310018 |
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| 基金项目： | 国家自然科学基金青年科学基金项目:基于消费者感知心理的本土品牌购买意愿研究(项目编号:70902047); 教育部人文社会科学研究项目:基于城市与农村群体消费行为对比分析的农村市场拓展对策研究——以浙江省为例(项目编号:09YJC630051) |
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| 摘 要： | 文章认为,我国农村是个尚待开发的潜力巨大的市场,农村消费者的消费行为具有从众性、周期性、追求实惠和炫耀性等传统特征。随着经济的发展,一些农村消费新特征也不断涌现,如消费观念趋向城市化、消费方式出现即时化、消费内容呈现多元化和消费层次更加现代化。开拓农村市场需要重视农村市场调研,拓展新型消费,优化农村信息交流平台,建立完善的营销网络和加强售前消费引导及售后服务。
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| 关 键 词： | 农村市场 消费特征 拓展对策 |
Study on Emerging Features of Rural Consumer and Its Market Expanding Strategies |
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| Gao Haixia.Study on Emerging Features of Rural Consumer and Its Market Expanding Strategies[J].Reformation & Strategy,2011,27(7):105-107,154. |
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| Authors: | Gao Haixia |
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| Institution: | Gao Haixia (Management School,Hangzhou Dianzi University,Hangzhou,Zejiang 310018) |
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| Abstract: | Chinese rural market has massive potential but underdeveloped,its consumers carry typical features such as conformity,periodicity,practicability,ostentation.With the development of economy,new characteristics as urbanized consuming tendency,at-will consuming style,diversified consuming contents,modern consuming hierarchy,etc.appears which leads to strategies emphasize the rural market investigation,expand new consumption styles,improve rural information environment,set up integrate marketing channels and en... |
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| Keywords: | the rural market consumption characteristics expansion strategies |
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