吉林省农村家电市场的营销策略研究

发布时间：2018-01-08 00:08

本文关键词：吉林省农村家电市场的营销策略研究　出处：《吉林农业大学》2014年硕士论文　论文类型：学位论文

【摘要】：我国家电企业正式走入百姓家里是要追溯到上世纪80年代，目前，随着我国的家电业的不断进步和发展，家电企业之间的竞争也变得越来越激烈。而当今的城市化进程的不断发展，众多家电企业在城市占比已经没有再发展的潜力，因此各大企业开始关注待开发和拓展的农村市场。吉林省作为我国东北三省的重要一部分，因其地处偏远寒冷地区，对某些家用电器需求较高，加上目前农村的生活水平也在不断提高，收入也在不断攀升，农民的消费级别也开始慢慢的提高，很多农民都开始购买质量较好、价格适中的白色家电。因此，吉林省的农村家电市场具有很大的开发和拓展前景，成为了各大家电企业争相进驻的重要领域，现在如何更加合理的启动和开发这个市场，成为了各大家电企业最关心的事情，而作为产品进驻市场的重要保证的营销策略现在将会起到至关重要的作用，可以有效的帮助家电企业开拓农村市场。因此，本文选择吉林省农村家电市场的营销策略课题开展研究。本文首先细致罗列了进行此项研究的重要意义以及来源，同时根据自身能力和学校条件，合理制定了本课题的研究方法，合理的提出了本课题将要开展的研究内容；接着陈述了搜集的目前关于农村家电市场的营销策略的文献；然后分析了目前农村家电市场的现状和发展趋势，主要从市场概况和竞争状况展开；其次，我国农村家电市场分析。主要内容是着重从农村家电市场的消费行为分析、农村家电市场的市场潜力分析等两个方面对农村家电市场进行了深入分析；最后，根据吉林省的实际情况，提出了吉林省农村家电市场的营销策略：产品策略、定价策略、渠道策略、促销策略，以及市场细分、广告营销和因地制宜的网络营销策略。
[Abstract]:The home appliance enterprise of our country formally enters the common people's house to go back to -20s, at present, with the continuous progress and development of our country's home appliance industry. The competition among home appliance enterprises has become more and more fierce. However, with the development of urbanization, many household appliance enterprises have no potential for further development in the city. As an important part of the three provinces of Northeast China, Jilin Province has a high demand for some household appliances because of its location in remote and cold areas. Plus the current rural living standards are also constantly improving, income is also rising, farmers' consumption level also began to slowly improve, many farmers began to buy good quality, moderate price of white appliances. Jilin Province's rural home appliance market has a great prospect of development and expansion, has become a major home appliance enterprises scramble to enter an important field, now how to start and develop this market more reasonably. Has become the most concerned about the major household appliances enterprises, and as an important guarantee of the product into the market marketing strategy will now play a vital role, can effectively help the household appliances enterprises to open up the rural market. This paper chooses Jilin Province rural home appliance marketing strategy topic to carry out the research. Firstly, this paper lists the significance and source of this research, and at the same time, according to its own ability and school conditions. Reasonable formulation of the research methods of this topic, reasonable proposed research content to be carried out in this topic; Then it states the current literature about the marketing strategy of rural home appliance market. Then it analyzes the current situation and development trend of the rural home appliance market, mainly from the market situation and the competition situation. Secondly, the analysis of rural home appliance market in China. The main content is to analyze the rural household appliance market from two aspects: the consumption behavior of rural household appliance market, the market potential analysis of rural household appliance market and so on. Finally, according to the actual situation of Jilin Province, this paper puts forward the marketing strategies of Jilin Province rural household appliances market: product strategy, pricing strategy, channel strategy, promotion strategy, and market segmentation. Advertising marketing and local response to the network marketing strategy.
【学位授予单位】：吉林农业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F274

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