科龙公司对广东潮安县乡镇市场开发策略研究工商管理专业毕业论文.docxVIP

IV IV AN EXPLOITATION OF KELON CORP. ON THE REFRIGERATING CONSUMER APPLIANCES MARKET IN CHAOAN DISTRICT OF GUANGDONG ABSTRACT Rural market of china is expected to be a new profit growth point that can not be ignored by Chinese enterprises in coming years. In the paper the writer is trying to find out consuming features of Chinese farmers and provide marketing strategic basis for exploitation of rural market by refrigerating family appliance enterprises. Impacts on farmers’ consuming psychology and requirements are firstly concluded, functions of which to farmers’ consuming structure and behavior are analyzed then. On such basis general approaches to exploit rural market is discussed from the point of marketing combination. Production investment and building consumption are key analysis points of the paper, which are two major inhibiting factors for farmers on consumption though there are many factors affecting the market PAGE PAGE VI including low income, unreasonable product design and poor infrastructure, etc. it is obvious from current rural status that influence from such factors is growing day by day and their inhabitation on RMB-thousands-family appliance-consumption is growing and more severely. Vast land of china, unbalanced regional economic development, difference of local cultures and discrepancies in consuming custom are all factors that make regional markets, esp. rural markets different from each other, therefore, attention should be made both to their similarities and discrepancies while developing the market, which means different analysis for different market. To sum up, marketing strategies to be made and management function shall be altered as the market changes. Final part discusses about farmers’ consuming features in family appliance of CHAOAN county which shall be exampled by exploitation of CHAOAN refrigerating family appliance market of GUANGDONG by Kelon. By this way outstanding characteristics of similarities and di