家电零售业农村市场战略浅析.docVIP

家电零售业农村市场战略浅析 中文摘要 在宏观时局变化、产业升级规划出台等一系列背景下，家电下乡政策实施的第三个年头被赋予特意义的同时也迎来新挑战。家电下乡政策在我国由外向型经济模式到内需型经济模式转变这个大背景中出台，对于完成中国工业制造的产业升级起到了催化剂的作用，刺激了农村市场的消费，让企业规模做大，赚到了利润。甚至可以被定义为：是一项国家放水养鱼的政策，这是一个良性的生态政策。但后家电下乡时代，如何持续保持农村市场的活力，随着三四级家电市场占整个市场份额的比重越来越大，近几年各大家电厂商不断将营销渠道拓展到三四级市场甚至更深的层次，三四级市场已成为推动中国家电市场增长的主力。广阔的三四级市场需要一个推介众多家电产品的大平台，而家电下乡名城巡展系列活动则为家电企业提供了集体亮相的机会，所覆盖的城市或地区均为家电厂商重点开发的区域市场。 ABSTRACT At the macro political situation changes, the introduction of industrial upgrading and a series of background planning, home appliances the third year of implementation of the policy was given special significance also ushered in new challenges. Policy of home appliances in China to the domestic economy by the export-oriented economic model in this background the introduction of changes, for the completion of upgrading Chinas industrial manufacturing industry, has played a catalytic role in stimulating the rural market, consumption, and allow enterprises to expand the scale, make a profit. Can even be defined as: a national Fangshuiyangyu policy, which is a benign ecological policy. However appliances to the countryside after the age of how to continue to maintain the vitality of rural markets, with the third and fourth level appliance market share of the total market share increasing in recent years been the major appliance manufacturers to expand the marketing channels to three or four markets even deeper level, three or four markets have become the main force of Chinas home appliance market growth. Three or four markets a broad need for a referral platform for many large household appliances, and home appliances appliance city tour was a series of activities provide opportunities for collective debut, city or area covered by the appliance manufacturers are focused on the development of the regional market.  TOC \o 1-3 \h \z \u 中文摘要 1 ABSTRACT 2 1 引言 4 1.1研究背景 4 1.2研究目的 4 1.3研究框架 5 2 研究综述 5 2.1中国家电零售业的发展历程 5 2.1.1群雄四起到寡头格局 6 2.1.2中国家电零售业走向世界舞台 6 2.2.