基于市场层级思维拓展农村消费品市场的思考

Thoughts on the Exploration of Rural Consumer Markets from a Market Layer Perspective

农村消费品市场不是城市消费品市场的延伸,而是一个相对独立的市场。农村市场有其自身特点,不能参照城市市场标准来指导农村消费品市场的开拓。拓展农村消费品市场,既要在营销层面进行微观思考,更要在战略层面进行研究分析。政府应厘清并把握农村消费市场的特点,着眼于满足农村消费者的需求;要以县城市场作为农村消费品市场的起点,发挥县城市场对农村市场的示范引领作用;强化集镇辐射力,辐射周边行政村,形成销售网络,构建农村消费中心,从而将开拓农村市场落到实处。

Rural consumer markets are not the extension of urban consumer markets, they are relatively independent. Rural markets have unique characteristics, which could not be developed in accordance with the standards of urban markets. The development of the rural markets must be planned in both micro marketing and macro strategy terms. The government should target on meeting the demand of rural consumers by study the features of the rural consumer markets, take town markets as the example to guide the construction of the rural markets and enhance the radiation force of towns to the surrounding administrative villages in building sales networks and rural consump- tion centers in an effort to explore the rural markets in real terms.