浅谈家电下乡产品营销策略.doc

精品文档 随意编辑 浅谈“家电下乡”的营销策略 内 容 摘 要 家电下乡在全国范围内正在全面推广。“家电下乡”政策在很大程度上刺激并拉动了农村市场内需,提高了农民的生活质量；同时，也给家电企业尤其是“ 家电下乡” 的中标家电企业提供了新的市场机遇，进而也促进了国民经济的发展。从目前的市场反应来看,围绕是否取得家电下乡“门票”的资格争夺战,一时间升级为“证明自身实力,扩大品牌影响”的品牌宣传战。从各大家电厂商的反应来看,对于家电下乡刺激内需、拉动消费的短期刺激作用,寄予非常高的期望。如何制定恰当的市场营销策略,成为摆在各家电企业面前迫切需要解决的问题。本文首先分析了当前的市场竞争环境,提出了当前家电下乡过程中,各家电企业面临的市场营销难题,通过对“家电下乡”工作开展过程中存在的问题进行分析，总结出当前农村家电市场的特点，通过对农村家电消费市场特点的分析,从客观的角度提出了一些关于家电企业在当前经济危机的大背景下，在“家电下乡”政策实施过程中出现问题的的情况下应该采取的营销策略。最后提出了解决方案，以及未来发展的营销策略及建议。 关键词： 家电下乡 营销策略 改进分析 Talking about the marketing strategy for ‘home appliances to the countryside’ Abstract ‘Appliances to the countryside’ is in full extension in the whole country. The development of domestic rural markets is largely stimulated and stimulating by the ‘Appliances to the countryside’ and the policy also improve the quality of farmers life; the same time, to the household electrical appliance enterprises in particular ‘home appliances to the countryside’ the winning company offers a new appliance market opportunities, thereby also promoting national economic development. From the current market reaction, whether or not get the tickets of the ‘Appliances to the countryside’ is upgrading to ‘prove their strength and expand the brand’. Response from the major home appliance manufacturers look for appliances to rural areas to stimulate domestic demand and stimulate consumption, short-term stimulus, has placed very high expectations. How to make the befitting strategy has placed very high expectation. This paper analysis the current market environment, put forward during the current appliances to rural areas, the home appliance enterprises are facing marketing problems, by bringing home appliances work to carry out the process of problem analysis, summarized the current characteristics of rural household appliance market, consumer market by the characteristics of rural household appliances analysis, from an objective point of view put forward some on the home appliances business in t