我国家电企业开拓农村市场的营销策略 文档.doc

80 1titlethe marketing tactics that household appliances enterprises open up the rural marketabstractfor a long time, the product and its circulation in our country is focused on the cities while the countryside is neglected, which leads to the dissatisfaction of the peasants demands and has a serious negative effect on the development of the rural economy, the peasants living standard and their living quality. therefore it is an important affair to expand the rural market, which is beneficial to the nation, the enterprises and also the peasants. besides, the newly emerging household appliances enterprise that formed in the 1980s in our country is in a transferring period; and to a great extent, the domestic market in the cities has already saturated. so, how to hold the characteristics and the current situation of the rural market, according to the problem, make up the fitting tactics will be probed in this essay.key wordshousehold appliances enterprise ; rural market ;tactics of marketing() 20801. 2. 8.53. 4. 5. 6. 7. 1920202050productpriceplacepromotion4ps304ps80?4pspolitical power(public relation) 4ps6psprobing(partitioning)(prioritizing)(positioning)4ps4ps6ps90 4cs(customer wants and needs) ,(cost to satisfy wants and needs)(convenience to buy)(communication)4cs4ps1. 80christopherpayneballantyneberry1983gronroos19962. imc1993d?e?1. 2. 4ps20801. 2. 3. 4. 1/101.m p2002.52.m p2002.23. m p1994.44. 1998.35. 2002.96.p2002.97.p2000.58. 2002.59?. p2001.310. 2002.1111.4cp2003.2p 82.1200039%50% 35000200029482550018.4%2.14000 80 1. 10002. 1/33. 4. 11pp pppppppppppppppppp pppp1995pp 1999pp 2000pppp2000pppppp 2000ppp16.90p 24.32pp28.58pppp45.59pppppp74.37pppp5.15pp10.64pp12.31pppp33.47pppppp58.68pppp0.18pp0.74pp 1.32pppp 5.61pppppp 11.33p16.92p 38.24pp48.74pppp74.55pppppp95.97ppp88.96p 116.07p 112.