探讨农村快速消费品市场营销策略

On Marketing Strategies of Fast- moving Consumer Goods in Rural Areas

中国是一个农业大国,农村人口约占80%,随着我国经济的飞速发展,GDP持续增长,农民的收入水平有了很大提高,农村生活条件得到更大改善,农村市场蓬勃发展,而快速消费品市场由于其独特的购买频率高和购买持续时间长等特点,其发展格外引人注目。文章从分析我国农村快速消费品市场的特征入手,指出了农村快速消费品市场目前存在的主要问题,从而针对这些问题给出了一些建议,指出要想更好更快更有效地发展农村快速消费品市场,必须有针对性地从产品、价格、渠道及促销方式等方面进行全方位改善。

China is a large agricultural country with about 80%of people in the countryside.With rapid development of economy and GDP increase,the farmers’ income increases quickly and their living conditions have been improved greatly.With rural markets developing prosperously,fast- moving consumer goods market with its unique characteristics of high frequency and long time of purchase is becoming increasingly remarkable.The paper analyzes characteristics of the market,points out problems existing in the market and puts forward some solutions to them.It tells us that the market will develop better,faster and more effective only when product varieties,prices,marketing sources and patterns are overall improved.