连锁经营在农村和谐消费中的营销模式  

On Marketing Model in a harmonious Consumption of Constructing Village

作　　者：石青辉[1] 程凯[1] 

机构地区：[1]湖南商学院工商管理学院,长沙410205

出　　处：《湖南商学院学报》2008年第3期65-68,共4页Journal of Hunan Business College

摘　　要：50年一遇的雪灾,使得湖南柑橘销售受阻、东北大米流通不畅、一些地方的大蒜严重积压,而在农村灾区,也无法顺利购买到工业消费品。充分暴露了目前农村流通体系的薄弱,严重地影响了农村的和谐消费。连锁经营由于拥有不受地区、行业、商业习惯等的限制而特别适合农村市场,因此,充分发挥它在改变我国农村流通体系方面的作用十分必要。但在其进入农村市场时,必须分析我国农村消费特点的基础,充分发挥自己的优势,构建的营销新模式。The rare snow disaster several months ago caused a series of problems including the anfavorable sales of oranges in Hunan, rice in Dongbei and garlic in some districts, difficulty in purchasing industrial commodities by the peasants, which greatly influenced the consumption in the countryside. However, not restricted by regions, industries, and business practices, chain operation is especially suited for the management of new rural market and plays an important role in China＇ s rural areas. Before it enters into the rural market, we must analyze the characteristics of the rural consumption and establish a new harmonious marketing model.

关 键 词：连锁经营 农村市场 和谐消费 和谐营销 

分 类 号：F723.5[经济管理—市场营销]