宁波消费者家电消费行为分析及策略研究毕业论文.docVIP

毕业论文 （20_ _届） 宁波消费者家电消费行为分析及策略研究 摘 要 众所周知，随着美国金融危机在全球范围内的蔓延和扩展，世界实体经济发展受到了严重阻碍。在这场经济危机中，我国经济发展的三驾马车，投资、消费和进出口，其中出口受到严重的影响，投资也受到客观条件的限制，消费对经济增长的贡献不到20%。针对这种情况，我国政府出台了振兴经济的4万亿元投资规划，并出台了十大产业的振兴规划和实施细则，“家电下乡”等工程项目在全国范围内全面推广，并配套了财政补贴政策。 家电下乡是财政部、商务部贯彻党的十七大精神，扩大农村消费，带动工业生产，促进城乡协调发展，保持国民经济平稳较快发展的一项重大举措。家电下乡经过去年在三个省试点后，08年底又扩大到了14个省，且中标企业数量有了明显的增加，这其中就有很多宁波家电企业。农村市场是宁波家电厂商赖以生存的主战场。“家电下乡”工程的扩容，对一直致力于开拓农村市场的宁波企业来说是把“双刃剑”。 本文是基于家电下乡背景下，通过发放问卷和访谈的方式，对宁波地区消费者进行家电下乡的态度和认知调查，结合调研的结果进行分析、探讨。全文一共分为五个部分，第一部分是对于本文的选题背景和研究意义的阐述，第二部分是相关的理论文献的概述，第三部分是针对家电下乡背景，宁波家电下乡销售状况分析，第四部分是对于本次问卷调研的结果及现象分析，最后一部分是在前文叙述和分析的结果基础上，对宁波家电企业如何加强农村消费市场开拓提出的策略和建议。 关键词：Abstract As well known, the financial crisis spreads and expands worldwide, which has seen a severe hamper of the development of the worlds real economy. In this crisis, the three Troika of China’s economic development, including investment, consumption, and import export, have suffered different levels of impacts. Specifically, exports are severely affected, investments were limited by objective conditions, and the contribution of consumption to economic growth appeared to be less than 20%. In response, the government issued an investment of 4 trillion yuan to revitalize the economy,. In addition, the government introduced several revitalization plans and implementation details for ten industries. Meanwhile, Home Appliances and other projects promoted across the country. The government also provided the financial subsidies policies. Home Appliances is a crucial measure carried out by the Ministry of Finance, the Ministry of Commerce under the spirit of the Seventeenth Party Congress. After probation in three provinces last year, Home Appliances expanded to 14 provinces at the end of 2008. Especially, there is an apparent increase in medium enterprises, including many companies inn. Many Ningbo appliance manufacturers mainly survive from the rural market. The expansion project for Home Appliances is a double-edged sword for such enterprises