本文關鍵詞：吉林省農村家電市場的營銷策略研究　出處：《吉林農業(yè)大學》2014年碩士論文　論文類型：學位論文

  更多相關文章： 吉林省家電市場 市場潛力 市場影響因素 營銷策略

【摘要】：我國家電企業(yè)正式走入百姓家里是要追溯到上世紀80年代，目前，隨著我國的家電業(yè)的不斷進步和發(fā)展，家電企業(yè)之間的競爭也變得越來越激烈。而當今的城市化進程的不斷發(fā)展，眾多家電企業(yè)在城市占比已經沒有再發(fā)展的潛力，因此各大企業(yè)開始關注待開發(fā)和拓展的農村市場。吉林省作為我國東北三省的重要一部分，因其地處偏遠寒冷地區(qū)，對某些家用電器需求較高，加上目前農村的生活水平也在不斷提高，收入也在不斷攀升，農民的消費級別也開始慢慢的提高，很多農民都開始購買質量較好、價格適中的白色家電。因此，吉林省的農村家電市場具有很大的開發(fā)和拓展前景，成為了各大家電企業(yè)爭相進駐的重要領域，現(xiàn)在如何更加合理的啟動和開發(fā)這個市場，成為了各大家電企業(yè)最關心的事情，而作為產品進駐市場的重要保證的營銷策略現(xiàn)在將會起到至關重要的作用，可以有效的幫助家電企業(yè)開拓農村市場。因此，本文選擇吉林省農村家電市場的營銷策略課題開展研究。本文首先細致羅列了進行此項研究的重要意義以及來源，同時根據自身能力和學校條件，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展的研究內容；接著陳述了搜集的目前關于農村家電市場的營銷策略的文獻；然后分析了目前農村家電市場的現(xiàn)狀和發(fā)展趨勢，主要從市場概況和競爭狀況展開；其次，我國農村家電市場分析。主要內容是著重從農村家電市場的消費行為分析、農村家電市場的市場潛力分析等兩個方面對農村家電市場進行了深入分析；最后，根據吉林省的實際情況，提出了吉林省農村家電市場的營銷策略：產品策略、定價策略、渠道策略、促銷策略，以及市場細分、廣告營銷和因地制宜的網絡營銷策略。
[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.
【學位授予單位】：吉林農業(yè)大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.6;F274

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本文編號：1394799