發(fā)布時(shí)間：2018-01-08 00:08

  本文關(guān)鍵詞：吉林省農(nóng)村家電市場(chǎng)的營(yíng)銷策略研究　出處：《吉林農(nóng)業(yè)大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 吉林省家電市場(chǎng) 市場(chǎng)潛力 市場(chǎng)影響因素 營(yíng)銷策略

【摘要】：我國(guó)家電企業(yè)正式走入百姓家里是要追溯到上世紀(jì)80年代，目前，隨著我國(guó)的家電業(yè)的不斷進(jìn)步和發(fā)展，家電企業(yè)之間的競(jìng)爭(zhēng)也變得越來(lái)越激烈。而當(dāng)今的城市化進(jìn)程的不斷發(fā)展，眾多家電企業(yè)在城市占比已經(jīng)沒(méi)有再發(fā)展的潛力，因此各大企業(yè)開(kāi)始關(guān)注待開(kāi)發(fā)和拓展的農(nóng)村市場(chǎng)。吉林省作為我國(guó)東北三省的重要一部分，因其地處偏遠(yuǎn)寒冷地區(qū)，對(duì)某些家用電器需求較高，加上目前農(nóng)村的生活水平也在不斷提高，收入也在不斷攀升，農(nóng)民的消費(fèi)級(jí)別也開(kāi)始慢慢的提高，很多農(nóng)民都開(kāi)始購(gòu)買質(zhì)量較好、價(jià)格適中的白色家電。因此，吉林省的農(nóng)村家電市場(chǎng)具有很大的開(kāi)發(fā)和拓展前景，成為了各大家電企業(yè)爭(zhēng)相進(jìn)駐的重要領(lǐng)域，現(xiàn)在如何更加合理的啟動(dòng)和開(kāi)發(fā)這個(gè)市場(chǎng)，成為了各大家電企業(yè)最關(guān)心的事情，而作為產(chǎn)品進(jìn)駐市場(chǎng)的重要保證的營(yíng)銷策略現(xiàn)在將會(huì)起到至關(guān)重要的作用，可以有效的幫助家電企業(yè)開(kāi)拓農(nóng)村市場(chǎng)。因此，本文選擇吉林省農(nóng)村家電市場(chǎng)的營(yíng)銷策略課題開(kāi)展研究。本文首先細(xì)致羅列了進(jìn)行此項(xiàng)研究的重要意義以及來(lái)源，同時(shí)根據(jù)自身能力和學(xué)校條件，合理制定了本課題的研究方法，合理的提出了本課題將要開(kāi)展的研究?jī)?nèi)容；接著陳述了搜集的目前關(guān)于農(nóng)村家電市場(chǎng)的營(yíng)銷策略的文獻(xiàn)；然后分析了目前農(nóng)村家電市場(chǎng)的現(xiàn)狀和發(fā)展趨勢(shì)，主要從市場(chǎng)概況和競(jìng)爭(zhēng)狀況展開(kāi)；其次，我國(guó)農(nóng)村家電市場(chǎng)分析。主要內(nèi)容是著重從農(nóng)村家電市場(chǎng)的消費(fèi)行為分析、農(nóng)村家電市場(chǎng)的市場(chǎng)潛力分析等兩個(gè)方面對(duì)農(nóng)村家電市場(chǎng)進(jìn)行了深入分析；最后，根據(jù)吉林省的實(shí)際情況，提出了吉林省農(nóng)村家電市場(chǎng)的營(yíng)銷策略：產(chǎn)品策略、定價(jià)策略、渠道策略、促銷策略，以及市場(chǎng)細(xì)分、廣告營(yíng)銷和因地制宜的網(wǎng)絡(luò)營(yíng)銷策略。
[Abstract]:The home appliance enterprise of our country formally enters the common people's house to go back to -20s, at present, with the continuous progress and development of our country's home appliance industry. The competition among home appliance enterprises has become more and more fierce. However, with the development of urbanization, many household appliance enterprises have no potential for further development in the city. As an important part of the three provinces of Northeast China, Jilin Province has a high demand for some household appliances because of its location in remote and cold areas. Plus the current rural living standards are also constantly improving, income is also rising, farmers' consumption level also began to slowly improve, many farmers began to buy good quality, moderate price of white appliances. Jilin Province's rural home appliance market has a great prospect of development and expansion, has become a major home appliance enterprises scramble to enter an important field, now how to start and develop this market more reasonably. Has become the most concerned about the major household appliances enterprises, and as an important guarantee of the product into the market marketing strategy will now play a vital role, can effectively help the household appliances enterprises to open up the rural market. This paper chooses Jilin Province rural home appliance marketing strategy topic to carry out the research. Firstly, this paper lists the significance and source of this research, and at the same time, according to its own ability and school conditions. Reasonable formulation of the research methods of this topic, reasonable proposed research content to be carried out in this topic; Then it states the current literature about the marketing strategy of rural home appliance market. Then it analyzes the current situation and development trend of the rural home appliance market, mainly from the market situation and the competition situation. Secondly, the analysis of rural home appliance market in China. The main content is to analyze the rural household appliance market from two aspects: the consumption behavior of rural household appliance market, the market potential analysis of rural household appliance market and so on. Finally, according to the actual situation of Jilin Province, this paper puts forward the marketing strategies of Jilin Province rural household appliances market: product strategy, pricing strategy, channel strategy, promotion strategy, and market segmentation. Advertising marketing and local response to the network marketing strategy.
【學(xué)位授予單位】：吉林農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.6;F274

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