1、在我國,農(nóng)村居住人口約占70%。如此龐大的農(nóng)村消費市場尚未被大規(guī)模開發(fā)的現(xiàn)狀，向人們昭示：農(nóng)村蘊藏著巨大的商機。如何有效地開拓農(nóng)村市場？解決我國地區(qū)發(fā)展不平衡？提高人民生活水平？這都是我們要解決的問題 。本文從農(nóng)村發(fā)展狀況入手分析，農(nóng)村市場發(fā)展不起來，關(guān)鍵是貧困原因造成的。解決貧困問題，對于農(nóng)村市場的開發(fā)有著重要的意義。其次，開拓農(nóng)村市場要以農(nóng)民為中心，這樣才能更好的解決貧困問題。在百強巡展走過的環(huán)渤海、長三角、珠三角地區(qū)的多數(shù)百強縣市，不僅城市居民收入殷實穩(wěn)定，而且農(nóng)村居民收入也相當可觀，有的地方農(nóng)村居民收入和消費能力甚至超過了市區(qū)。蓋新房、添新車這樣的消費，對富裕起來的農(nóng)民來說已

2、經(jīng)不是難事。在這些地方，數(shù)目龐大的農(nóng)村人口造就了巨大的市場，為經(jīng)銷商提供了巨大商機。中國的農(nóng)民有錢不敢花，有病看不起的時代即將結(jié)束，農(nóng)村迫切需求致富商機、醫(yī)療衛(wèi)生、職業(yè)技能教育、農(nóng)資、生產(chǎn)生活用品等相關(guān)的產(chǎn)品及服務(wù),但由于城市與農(nóng)村接受品牌傳播信息的不對稱給某些假冒偽劣的品牌創(chuàng)造了可乘之機，使農(nóng)民的品牌鑒別意識差，對品牌沒有一個很好的認識和識知，在農(nóng)村市場隨處可看到 “夏士蓮”非常相似的“夏之蓮”和“夏氏蓮”、“ “好吃點”相非常相似的“好吃店等，不能分清統(tǒng)一企業(yè)”與“中國統(tǒng)一集團” “可口可樂”與“美國可樂”、“百事可樂”與“百事亞洲飲品”等到底有多大區(qū)別。在這樣的情況下商家是否有準確的市場

3、眼光并根據(jù)市場的變化做出正確的推廣方式和銷售策略，已成為農(nóng)村商海大戰(zhàn)中制勝利的法寶。 (Nong Gu Nv 2010 Home of the ad onlineAvailableFrom : Cited 30 October 2010)我國農(nóng)村人口基數(shù)大，購買潛力驚人，在城市市場拉動乏力的情況下，開發(fā)農(nóng)村市場不愧是企業(yè)的明智之舉，與城市相比，農(nóng)村市場具有自身的獨特性，這就決定了在開發(fā)農(nóng)村市場中要運用特定的策略。一是減少產(chǎn)品的性能，借此降低產(chǎn)品的成本，拉低產(chǎn)品價格;二是減少包裝成本，可以擯棄那種奢華、精美包裝，降低內(nèi)外包裝代價，從而可以直接縮減產(chǎn)品采購成本，受惠于消費者;三是可以推出實惠型大包

4、裝，以降低單位產(chǎn)品的價格;四是廠商可以通過渠道扁平化，即縮減渠道環(huán)節(jié)的方式，直控終端等，降低渠道運作需要分攤的費用，從而將此費用反饋于農(nóng)民朋友;五是可以通過“虛擬市場”的方式，即先有市場，再建工廠，通過異地建廠，降低物流運輸費用，從而拉低價格，提升競爭力。（Iyouyou 2010 marketing library onlineAvailable From : Cited 30 October 2010）。近年來無論是在國家政策，還是在企業(yè)的發(fā)展戰(zhàn)略上都會時不時的提到支持或有意愿進軍農(nóng)村終端市場。然而，在實際的行動中不少的家電企業(yè)卻多少比快速消費品企業(yè)慢了一步。眼看著別人分享農(nóng)村終端市場所能

5、得到的快樂還有高利潤回報作為家電企業(yè)，又應(yīng)該如何下手迅速挽回被動局面？成了當前家電企業(yè)老總們的“心病”。（Huang Li Hong Moden home appliance 2005 (24) pp28-29 ）第一步比較分析出農(nóng)村家電市場不同于城市市場的各種特點，如潛力性、分散性、差異性、層次性、示范性、功能性等；第二步闡述農(nóng)村家電市場的發(fā)展現(xiàn)狀和存在的問題；第三步再根據(jù)這些特點，結(jié)合現(xiàn)狀以及存在的問題，制定實施企業(yè)開拓家電農(nóng)村市場的七大步驟，如市場調(diào)研、目標市場定位、產(chǎn)品開發(fā)、營銷渠道的選擇和建立、宣傳促銷、銷售服務(wù)和建立生產(chǎn)基地等，并在文中舉出許多具體的事例，以供企業(yè)參考。目前我國家電

6、企業(yè)的營銷策略和手段還相對落后，仍局限在傳統(tǒng)的“4PS”組合的運用，甚至是單一的價格手段或促銷手段的運用上，對20世紀80年代以來西方理論界和企業(yè)界先后提出的一些新的營銷策略還沒有及時的借鑒和吸收過來。并且我國對于營銷理論沒有進入深刻的研究，還沒有形成完善的體系。在此我覺得企業(yè)要開拓農(nóng)村市場必須要有一下幾個新的認識：1.企業(yè)要把開拓農(nóng)村市場的營銷提升到戰(zhàn)略的角度來認識，用全局的、長期的觀點來策劃企業(yè)的營銷活動。2.企業(yè)在營銷策略與手段的整和運用上要統(tǒng)一運用各項營銷要素，使其在滿足消費者需要de基礎(chǔ)上進行最佳組合，以形成整體效用。3.企業(yè)在開拓農(nóng)村家電市場時，應(yīng)該運用國際上先進的營銷策略理論，結(jié)

7、合農(nóng)村市場的實際，進行策略分析。4.在企業(yè)的銷售服務(wù)中，提出了“零服務(wù)”的觀點。隨著國家建設(shè)“新農(nóng)村”步伐的加快，農(nóng)村市場將越來越成為一片生機勃勃的熱土，作為廠家只有抓住農(nóng)村市場運作的規(guī)律，掌握農(nóng)民朋友消費的特性，才能更好地擬定適合農(nóng)村市場的營銷組合策略，才能抓住這最后的市場良機，才能左右于市場，從而立于不敗之地。 適合農(nóng)村的推廣方式有：一、體驗營銷。耳聽為虛，眼見為實。老百姓相信自己看到的，更相信自己親身感受到的。采取免費品嘗、免費試用等方式，最宜讓老百姓接受。二、實效推廣媒體。作為日出而作，日落而息的農(nóng)民，電視不是他們接受外界信息的主要方式，他們身邊的一些媒介能夠更好地吸引他們的眼球。一、

8、墻體廣告。遍布國道、省道、縣道、鄉(xiāng)道、村道的墻體廣告既低價又有效。二、適合農(nóng)民口味的宣傳DM。在農(nóng)村集市的趕集時間大量發(fā)放，不僅成本低廉，而且還便于保存，說不定還能起到口碑效應(yīng)。當年的三株口服液就是通過這種鋪天蓋地的小廣告而打開農(nóng)村市場的。三、車貼廣告。將產(chǎn)品廣告張貼在縣鄉(xiāng)公交車以及客運摩托三輪、鋪貨車上等，也能夠起到流動廣告之效果。四、其他媒體：比如印有廣告的文化衫、鄉(xiāng)鎮(zhèn)小廣播、店面門頭、集市宣傳欄等，也是農(nóng)村推廣宣傳的較好方式。自19世紀末20世紀初到本世紀初，西方市場營銷學經(jīng)過一個多世紀的發(fā)展，營銷理論不斷完善并日趨成熟。就營銷策略而言，從20世紀初期采取單一的銷售手段推銷術(shù)和廣告術(shù)，到

9、20世紀50年代提出并運用營銷組合手段，即將各種市場營銷手段歸為產(chǎn)品（product）、價格（price）、地點（place）、促銷（promotion）四大類，簡稱為“4PS”策略。30多年來，“4PS”的內(nèi)容在營銷實踐中不斷充實和發(fā)展。80年代美國著名營銷學家菲利浦?科特勒提出了“大市場營銷”de策略思想，即在原有“4PS”的基礎(chǔ)上又引進了政治權(quán)力（Political Power）和公共關(guān)系(Public Relation)兩個變量，與 “4PS”一起構(gòu)成了“6PS”策略。之后又進一步提出了探查（Probing）、分割(Partitioning)、優(yōu)先(Prioritizing)、定位(P

10、ositioning)的市場營銷戰(zhàn)略“4PS”理論，在“4PS”de基礎(chǔ)上再加上“6PS”就是市場營銷戰(zhàn)略。進入90年代以后，西方學者進一步提出了 “4CS”新的營銷組合，即“消費者的development欲望與需求(customer wants and needs)” ,“滿意的成本欲望與需求”(cost to satisfy wants and needs)、“購買的便利”(convenience to buy)和“溝通”(communication)?！?CS”營銷組合是對傳統(tǒng)的“4PS”組合內(nèi)容的深層次發(fā)展，是對以消費者為中心市場營銷觀念的最新詮釋。In the top tour of

11、 Bohai, Yangtze River Delta, the Pearl River Delta, not only in the majority of one city resident income stability, and substantial income of rural residents are also considerable, of local rural income and spending power even more than the urban area. Build a new House, new car this consumption, we

12、althy farmers have not difficult. In these places, a large number of rural population created a huge market, as the dealer offers tremendous business opportunities. Chinese farmers do not dare to spend money, sick looking down towards the end of the era, rich business opportunities to the urgent nee

13、ds of the rural areas, health, vocational skills, education, agricultural materials, production supplies, and other related products and services, but because of the urban and rural accepted brand communication information asymmetry to some fake brand has created an opportunity to enable farmers to

14、poor awareness of brand identification, brand does not have a good understanding and identification of known, in rural markets everywhere can see "summer's Lotus" very similar "summer Lotus" and "summer's Lotus", "" good point "very similar"

15、good shops, etc., cannot distinguish between a unified enterprise "and" China unified group, "" Coca Cola "and the" United States "," Pepsi "and the" Pepsi-Asian beverage "is much different. In such cases, businesses have accurate market insight

16、 and market changes to make the right marketing and sales strategy, has become a rural business wars in victories.China's rural population base, purchase amazing, pull the weak market in the city, the development of the rural market is indeed a wise choice for enterprises, compared with city, ru

17、ral market has its own unique character, which meant the development of the rural market it is necessary to apply a specific strategy. One is to reduce the performance of the product, thus reducing product costs, low prices; The second is to reduce the packaging cost, you can get rid of that kind of

18、 luxury, elegant packaging, reducing the cost of internal and external packaging, which can directly reduce product cost, benefit to the consumer; Third, you can launch name：standard large packaging, to lower the unit price; Fourth, manufacturers can be flattened by channel, i.e. reduce the channel

19、link, with Terminal, lower channel operation needs assessed costs and thus the cost of feedback to the farmer; The fifth is available through the "virtual market", that is, before the market, then founded the factory, plant by offsite, reduce the logistics cost of transport, thus lowering

20、prices and improving competitiveness. Suitable for rural promotion way: a, experiential marketing. Ear as virtual, seeing is believing. People believed that he saw, the more trust their own experience. Take a free tasting, free trial, etc., most suitable for ordinary people to accept. Second, the ef

21、fectiveness of promotional media. As emperor, sunset interest of farmers, TV is not their acceptance of the main method of external information, their side of the media to better attract their attention. First, the wall advertising. All national, provincial, County, Township, village road wall adver

22、tising both low-cost and effective. 2. fit the taste of publicity DM farmers. In rural markets fair time large amounts of payment, not only inexpensive, but also easy to save, it might also be able to play a word-of-mouth effect. Those three oral solution is through this kind of overwhelming small a

23、ds and open rural markets. 3. vinyl advertising. Will product advertising posted at County buses and passenger motor shop-wheel, and so on, but also can play to mobile advertising effect. IV. other media: such as printed advertisement of t-shirt, Township, storefront doors, a lie. Bazaar Billboard,

24、etc, but also rural promotion of a better way.In recent years to. both in national policies, or business development strategies will occasionally on. referring to support or are willing to enter the Terminal market in rural areas. However, in practical operation of many electrical appliance enterpri

25、ses is much slower than the fast moving consumer goods companies. See share rural terminal market could have a happy return return. it was also used as household electrical appliance enterprises, and how should start quickly restore passive situation? became current household electrical appliance en

26、terprises chiefs "heart disease".Since the late 19th century and early 20th century to the beginning of the century, Western marketing after more than a century of development, marketing and constantly improve and matures. For the purposes of the marketing strategy, from the early 20th cen

27、tury to take a single sales means salesmanship and advertisements for, to 1950 and use the marketing mix, is about a variety of marketing tools, is classified as a product (product), price (price), location (place), promotion (promotion) main categories, referred to as the "S" 4P ' str

28、ategy. 30 years, "4P ' S" content in marketing continuously strengthened and developed. 1980s United States well-known marketing company Philip Kotler? "marketing" de policy ideas, that is, the original "4P ' S" basis and the introduction of the political power

29、(Political Power) and PR (Public Relation) two variables, and "S" 4P ' together constitute the "6P ' S" policy. After further raised the Profiler (Probing), split (Partitioning), priority (Prioritizing), location (Positioning) marketing strategy "4P ' S" the

30、ory, "S" 4P ' de basis plus "6P ' S" is a marketing strategy. Since the 1990 's, Western scholars further proposed the "4C ' S" new marketing mix, "consumers ' desire and demand development (customer wants and needs)", "satisfy the des

31、ire of the costs and requirements" (cost to satisfy wants and needs), "purchase of convenience" (convenience to buy) and "communication" (communication). The "S" 4C ' marketing mix is the traditional "4P ' S" the combined contents of development,

32、is a consumer-centric marketing concept of latest interpretationComparative analysis of the first step out of the rural household appliance market is different from the city market characteristics, such as a potential difference of, dispersion, and stratification, demonstrative, functionality, and s

33、o on; the second step on rural household appliance market development situation and problems; the third step then according to these characteristics, combined with the current situation and problems, formulate the implementation of enterprise developing appliances seven steps of rural markets, such

34、as market research, market positioning, product development, marketing, channel selection and the creation, promotion, sales, service and production base, and in the article cited a number of concrete examples for enterprise reference. At present, China's household electrical appliance enterpris

35、es means of marketing strategy and also relatively backward, are confined in a traditional "4P ' S" combination of application, or even a single price or promotion tools of use, since the 1980s, the theoretical and the business community in the West has raised some new marketing strategies have not timely reference and absorption. And not for marketing in our country into a deep research, and had not yet achieved the perfect syste