基于农村居民消费升级的企业营销策略创新  

Innovation of Enterprise Marketing Strategy Based on Rural Resident Consumption Upgrading

作　　者：申琼[1] 刘伟[1] 

机构地区：[1]桂林电子科技大学,桂林541004

出　　处：《价值工程》2010年第31期55-56,共2页Value Engineering

摘　　要：由于收入增加、消费观念转变等因素,农村居民消费升级是企业必须正视的事实。一方面我国农村市场具有巨大的市场潜力,另一方面对企业对农场消费者的关注度还有待加强。企业的营销策略还不能很好满足农村居民消费者的需要。基于以上的事实,文章分析了在农村消费升级背景下,农村居民消费购买的新特征。基于这些新特征,在营销战略和营销策略层次提出具体的对策建议以帮助企业更好地制定营销组合。As the rural resident improve their income and change their consumption,the enterprise should face the fact that rural resident consumption upgrading. On the one hand the rural market have giant marketing potential,on the other hand enterprise did not focus on the rural market and cannot satisfy the rural resident＇s need commendably. The context analyzed new characteristics of rural resident＇s purchasing based on consumption upgrading. Based on the new characteristics we propose suggestions from tactics and strategy to help enterprise to formulate effective marketing mix.

关 键 词：消费升级 农村消费 营销策略 

分 类 号：F274[经济管理—企业管理]