农村市场营销环境特点及其对企业营销策略影响分析  

Analysis on the Characteristics of Rural Market Environment and Their Effects on Marketing Strategy of Enterprises

作　　者：王纳[1] 

机构地区：[1]西南财经大学经济学院,四川成都610074

出　　处：《北京工商大学学报（社会科学版）》2004年第2期34-37,共4页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

摘　　要：中国城乡二元经济结构把城市和农村分割为两个营销环境迥异的市场。在这两个市场上分布着在购买力、消费环境、消费心理和消费习惯等方面存在显著差异的消费者人群。农村市场的绝对容量仍在缓慢增长,在全国市场体系中占有重要地位。与城市市场相比,农村市场在对产品功能特点、产品价格和品牌、营销渠道等方面均有其特殊性。在对农村市场营销环境的特点及其发展趋势进行定量、定性分析的基础上,对以农村市场为目标市场的工商企业的营销策略提出相应的建议,有利于农村消费市场的开拓。Dualistic economic structure divid es China' s market into ruralmarket and urban market,both of which are divergent in marketing e nvironment.On the two markets,there are different consumer groups that have remarkablediscrepancies in purchasing power,consumption enviro nment,consumptionpsychology,con-sumption custom and so on.For rural m arket,its absolute capacity is still at a rate of slow growth,which resul ts in the decline of its relative importance in China' s market system.Compared with the ur ban market,rural market is unique in many aspects such as product function,product price,product brand and marketing channel.Therefore,the enterprise s that are inclined to have the rural m arket as their target market must focus on the special requirements ofrural market in their combination of marketing strategies.

关 键 词：农村市场 中国 消费需求 营销策略 农民收入 消费结构 市场容量 定价决策 

分 类 号：F723.82[经济管理—市场营销] F274[经济管理—产业经济]