毕业设计（论文）《基于农村家电市场的消费者行为分析》.doc

w 毕业论文 题目名称：基于农村家电市场的消费者行为分析 院系名称：经济管理学院 班 级：营销 学 号： 学生姓名： 指导教师：  基于农村家电市场 的消费者行为分析 The consumer behavior analysis of the rural home appliance market 院系名称：经济管理学院 班 级：营销 学 号： 学生姓名： 指导教师： 摘 要 长期以来，我国生产流通发展只重城市而轻农村，造成了农民的需求得不到充分的满足，严重影响了农村经济的发展、农民生活水平的提高与生活质量的改善。因而，拓展农村市场是一件利国、利企、利农的大事。同时，我国80年代所形成的新兴家电企业成长处于转折期，国内城市市场很大程度上已经饱和。因此如何根据农村家电市场的特点和现状，针对所存在的问题，制定开拓农村家电市场的策略将是本文探讨的重点。 然而，我国家电企业主要是立足于城市市场，竞争非常激烈，家电企业拓展市场日趋困难。“十一五”时期，在家电下乡政策的推动下，农村家电市场得到了快速发展。与此同时，农村家电市场的问题也显现出来，家电企业仍面临严峻的挑战。在企业自身不断发展强大的基础上，营销策略的运用至关重要。本文从农村家电市场的需求特点出发，通过对市场营销理论的研究，提出了基于4p理论的差异化营销策略。 关键词：农村市场；家电企业；消费者行为；营销策略 Abstract For 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 1980’s 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. However，Chinas household electrical appliance enterprises are based on the urban market, competition is fierce, home appliance market has become increasingly difficult for enterprises to expand. Eleventh Five-Year period, the policy in the promotion of home appliances, household appliance market in rural areas has been rapid development.At the same time, the rural household appliances marker problems emerged, electronics companies are still facing serious challenges. Their own continuous development in the enterprise,based on the use of