试论农村居民消费结构升级背景下的企业产销策略调整  

Adjusting Manufacturing and Marketing Strategies of Enterprises against the Background of Upgrading Rural Residents'Consumption Structure

作　　者：颜青[1] 

机构地区：[1]浙江经贸职业技术学院,浙江杭州310018

出　　处：《长江师范学院学报》2012年第5期39-42,146,共4页Journal of Yangtze Normal University

基　　金：浙江省哲学社会科学发展规划办2010年度课题"基于生活品质视角促进浙江居民消费高级化的对策研究"(10CGYD100YBM);浙江省哲学社会科学发展规划办2011年度课题"农村现代经营服务新体系建设视域下浙江省农村低碳消费制约因素及实现路径研究"(11YD19YBM)

摘　　要：当前,在农村经济快速发展的同时,农村居民消费方式也在悄然改变,农村消费市场的蓄势待发为涉农企业产销策略调整带来了新的思路。与此同时,在后金融危机的现实背景下,扩大内需对农村消费结构转型升级要求日趋紧迫。在阐述消费结构、消费结构升级和农村消费结构现状的基础上,分析升级后的农村消费结构的特征,并进行涉农企业市场营销面临困境解析,进而为企业调整营销策略提出积极建议。Currently,with the rapid development of rural economy,the consumption pattern of rural residents is also changing quietly.The market for rural consumption is waiting in the wing,which brings a new thought for adjusting manufacturing and marketing strategies of rural-related enterprises.Meanwhile,against the realistic background of post financial crisis,the expanding of domestic demand increasingly urges that rural consumption structure be upgraded.Based on the illustration of consumption structure and its upgrading and the status quo of rural consumption structure,the author of this paper analyzes the characteristics of rural consumption structure after its upgrading,and the predicament faced with rural-related enterprises,and then provides them with suggestions for adjusting their marketing strategies.

关 键 词：农村居民 消费结构升级 营销策略 

分 类 号：F272[经济管理—企业管理]