《家电企业“家电下乡”的广告策略—以海尔品牌为例》-毕业设计（论文）.docVIP

内容摘要 家电下乡在全国范围内正在全面推广。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。随着农村经济改革的发展，农村市场进入了复杂、模糊、多元的时期。基础设施、收入水平、流通网络、消费观念等方面，都与城市市场具有不同的特点。如何制定恰当的广告策略，成为摆在各家电企业面前迫切需要解决的问题。本文首先介绍家电下乡的背景，然后农村家电消费环境出发，结合海尔家电产品为例，谈述海尔为什么会在农村市场取得如此巨大的成功。最后从家电下乡的广告对象策略、广告定位策略、广告媒体策略、广告信息策略这四个角度对家电企业在进行家电下乡时提出一些建议。 关键字：家电下乡，农村消费者，海尔，广告策略 Abstract The policy of home appliances going to the countryside is nationally being promoting in China. From the current market response, the dogfight focusing on whether can gain a ticket to promote home appliances in the countryside has been upgraded to a war of branding propaganda of proving strength and expanding branding influence. With the development of economic reform in the countryside, the rural market has entered a period of complex, ambiguity and diversity. Rural market differs from urban market in the aspect of base installation, income level, distribution network, consumption concept. How to establish suitable advertising strategy becomes the most urgent problem to household electrical appliance enterprises. This essay, in the first place, introduces the background of the policy for home appliances going to the countryside. Afterwards, starting from the consumption environment of home appliances in the countryside, this easy tries to discuss why Haier Group can achieve such great success combining with the products of Haier. In the last place, from the four aspects of advertising target strategies, advertising position strategies, advertising media strategies and advertising message strategies, the essay puts forward some proposals for the household electrical appliance enterprises to promote home appliance in the countryside. Key words: home appliances going to the countryside, rural consumer, Haier, advertising strategies 目 录 一、背景概况 …………………………………………………… 1 二、农村消费者家电消费环境分析 …………………………… 1 （一）消费群体的购买力和购买意向 ………………………… 2 （二）消费层次 ………………………………………………… 2 （三）消费习惯 ………………………………………………… 2 1.媒体接触习惯 ………………………………………………… 2 2.季节性 ……………………………………