家电下乡营销策略研究——以新飞电器为例

A Study on the Marketing Strategies of Home Appliances Going to the Countryside——With Henan Xinfei Electric Co.,Ltd. as an Example

家电下乡政策给家电生产企业带来了良好的发展机会,面对潜力巨大而又疲软的农村市场,家电企业应根据农村的实际需求,制定可行的营销策略。本文对于企业的家电下乡营销策略存在的问题进行分析,在此基础上提出如下建议:产品要量身定做,价格方面要薄利多销,分销策略以三四级市场为主,促销策略要适应农村文化特点。

The policy of home appliances going to the countryside has brought golden opportunities for household appliance manufacturers.Facing the rural market,which is slackened but has enormous potentialities,manufacturers are advised to come up with feasible marketing strategies to meet its demand.This paper aims to make an analysis of the existing problems to this end.Suggestions are made as follows:products should be engineer-to-order;quick return and small margin ought to be valued;sales distribution strategies should focus on the third-fourth level markets;promotion strategies should cater to the rural culture.