农村市场产品供应中存在的问题及营销对策  

Problems with Supply of Products in Rural Market and Its Countermeasures of Marketing

作　　者：李秀荣[1] 

机构地区：[1]山东财政学院工商管理学院,山东济南250014

出　　处：《中国流通经济》2006年第6期50-53,共4页China Business and Market

基　　金：国家社科基金项目<扩大农民消费问题研究>(批准号:04BJY049)的部分研究成果。

摘　　要：本文认为,农村市场产品供求结构严重失调,主要表现为价格超出农民的承受力,家电功能华而不实,不适合农村的使用条件,使用操作过于复杂,销售服务难下乡,假冒伪劣产品多,款式过时,品种单调,农用生产资料的生产和开发滞后等。要改善农村市场产品供应状况,扩大有效供给,工商企业必须改变观念,走出“重城市,轻农村”的误区;研究市场,切实把握农村居民的需求,立足农民的需求现状,供应适销产品;顺应农民的需求趋势,调整产品结构,适应需求差异,有针对性地进行市场开拓;工商联手,完善销售服务,适应农村市场特点,推行新的营销方式。The author points out that there is a serious imbalance between supply and demand in rural market in terms of price, function, suitability, operation, service, style and so on. To improve the relationship between supply and demand in rural market and stimulate effective supply, business enterprises should change their way of thinking, do better job in researching of market, clearly understand the requirement of farmers, provide more suitable products, adjust the structure of product according with the farmers, requirement, encourage consumption in rural areas tailored to the situation, improve service level and introduce new way of marketing.

关 键 词：农村市场 有效供给 营销战略 

分 类 号：F713.582[经济管理—市场营销]