资源描述：
《浅谈家电下乡产品营销策略》由会员上传分享，免费在线阅读，更多相关内容在应用文档-天天文库。
1、浅谈“家电下乡”的营销策略内容摘要家电下乡在全国范围内正在全面推广。“家电下乡”政策在很大程度上刺激并拉动了农村市场内需,提高了农民的生活质量；同时，也给家电企业尤其是“家电下乡”的中标家电企业提供了新的市场机遇，进而也促进了国民经济的发展。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。从各大家电厂商的反应来看,对于家电下乡刺激内需、拉动消费的短期刺激作用,寄予非常高的期望。如何制定恰当的市场营销策略,成为摆在各家电企业面前迫切需要解决的问题。本文首先分析了当前的
2、市场竞争环境,提出了当前家电下乡过程中,各家电企业面临的市场营销难题,通过对“家电下乡”工作开展过程中存在的问题进行分析，总结出当前农村家电市场的特点，通过对农村家电消费市场特点的分析,从客观的角度提出了一些关于家电企业在当前经济危机的大背景下，在“家电下乡”政策实施过程中出现问题的的情况下应该采取的营销策略。最后提出了解决方案，以及未来发展的营销策略及建议。关键词：家电下乡营销策略改进分析Talkingaboutthemarketingstrategyfor‘homeappliancestothecountryside’Abstrac
3、t‘Appliancestothecountryside’isinfullextensioninthewholecountry.Thedevelopmentofdomesticruralmarketsislargelystimulatedandstimulatingbythe‘Appliancestothecountryside’andthepolicyalsoimprovethequalityoffarmerslife;thesametime,tothehouseholdelectricalapplianceenterprisesin
4、particular‘homeappliancestothecountryside’thewinningcompanyoffersanewappliancemarketopportunities,therebyalsopromotingnationaleconomicdevelopment.Fromthecurrentmarketreaction,whetherornotgetthe"tickets"ofthe‘Appliancestothecountryside’isupgradingto‘provetheirstrengthande
5、xpandthebrand’.Responsefromthemajorhomeappliancemanufacturerslookforappliancestoruralareastostimulatedomesticdemandandstimulateconsumption,short-termstimulus,hasplacedveryhighexpectations.Howtomakethebefittingstrategyhasplacedveryhighexpectation.Thispaperanalysisthecurre
6、ntmarketenvironment,putforwardduringthecurrentappliancestoruralareas,thehomeapplianceenterprisesarefacingmarketingproblems,by"bringinghomeappliances"worktocarryouttheprocessofproblemanalysis,summarizedthecurrentcharacteristicsofruralhouseholdappliancemarket,consumermarke
7、tbythecharacteristicsofruralhouseholdappliancesanalysis,fromanobjectivepointofviewputforwardsomeonthehomeappliancesbusinessinthecurrentcontextofeconomiccrisis,inthe"homeappliancestothecountryside"policyimplementationprocessincaseofproblemsmarketingstrategyshouldbeadopted
8、.Aftertheproposedsolution,andthefuturedevelopmentofmarketingstrategiesandrecommendations.Keywords：House
