【正文】 ers, rural market has great potential of development, but the ine of the peasants level and low purchasing power, and purchase intention is not strong. Financial subsidies can effectively increase the market demand, support and benefit in the meanwhile, expand rural home appliance market. But this one, the enterprises, and the benefits in the implementation of the policy has exposed some such as farmers to \home appliance to the country\ cool response, financial subsidies were partitioned in disguised form, \home appliance to the country\ intensifies the enterprise between fair petition, and other problems that can not be neglected in, if these issues are effective and timely solve, will directly influence the effect of home appliance countryside policy. Regard this as the opportunity, this paper introduces the present situation of the country home appliance, then respectively from the household electrical appliance industry and home appliance enterprise, analyses existing in the marketing strategy to the country home appliance and the cause of the error. Finally, based on this, from the macro and micro levels against the proposed a background of the rural home appliance market marketing strategy, so as to promote the home appliance to the country. Keywords Home appliance to the country ； Marketing strategy； Channel 目錄 引言 ......................................................................................................................1 一、 家電下鄉(xiāng)概述 ...........................................................................................1 （一） 家電下鄉(xiāng)的政策分析 .......................................................................1 （二） 家電下鄉(xiāng)的利益分析 .......................................................................2 1. 促進(jìn)企業(yè)銷(xiāo)售增長(zhǎng) .................................................................................2 2. 優(yōu)化銷(xiāo)售結(jié)構(gòu) .........................................................................................2 （三） 家電下鄉(xiāng)的意義 ................................................................................2 1. 有利于推進(jìn)新農(nóng)村建設(shè) .........................................................................2 2. 有利于擴(kuò)大農(nóng)村消費(fèi) .............................................................................3 3. 有利于促進(jìn)行業(yè)發(fā)展 .............................................................................3 （四） 家電下鄉(xiāng)的現(xiàn)狀分析 .......................................................................3 1. 冰箱成銷(xiāo)量 “冠軍 ”..................................................................................3 2. 電視更新?lián)Q代 .........................................................................................3 3. 電腦銷(xiāo)量異軍突起 .................................................................................3 4. 手機(jī) “下 鄉(xiāng) ”難 ..........................................................................................3 5. 小家電銷(xiāo)售受遇冷 .................................................................................4 二、 家電下鄉(xiāng)中企業(yè)的營(yíng)銷(xiāo)誤區(qū)及原因 .....................................................4 （一）產(chǎn)品方面的誤區(qū)及原因 .....................................................................4 1. 家電下鄉(xiāng)產(chǎn)品存在結(jié)構(gòu)性缺陷 ............................................................4 2. 產(chǎn)品質(zhì)量不能保 證 .................................................................................4 3. 售后服務(wù)得不到保證 .............................................................................4 （二）定價(jià)方面的誤區(qū)及原因 .....................................................................5 （三）渠道方面的誤區(qū)及原因 .....................................................................5 （四） 促銷(xiāo)策略方面的誤區(qū)及原因 ...........................................................5 三、 搞好家電下鄉(xiāng)的營(yíng)銷(xiāo)對(duì)策 ......................................................................6 （一）產(chǎn)品策略 ..............................................................................................6 1．重視外觀，突出實(shí)用 ............................................................................6 2．確保質(zhì)量，適銷(xiāo)對(duì)路 ............................................................................6 （二）定價(jià)策略 ..............................................................................................6 1．降低產(chǎn)品生產(chǎn)開(kāi)發(fā)成本，控制產(chǎn)品價(jià)格 ..........................................6 2. 制定合理的價(jià)格策略 ,打擊操縱產(chǎn)品價(jià)格的行為 ..............................7 （三）渠道策略 ..............................................................................................7 1．大力拓展?fàn)I業(yè)網(wǎng)點(diǎn) ................................................................................7 2. 加強(qiáng)渠道管理，保證渠道靈活通暢 ....................................................7 （四）促銷(xiāo)策略 ..............................................................................................8 四、 完善和推廣家電下鄉(xiāng)應(yīng)注意的問(wèn)題 .....................................................9 （一）進(jìn)一步完善政策措施 .........................................................................9 1. 政府、企業(yè)、社會(huì)多方聯(lián)合監(jiān)督管理，規(guī)范商家行為 ..................9 2. 完善和健全財(cái)政補(bǔ)貼制度 .....................................................................9 3. 加大農(nóng)村基礎(chǔ)設(shè)施建設(shè)的投入力度 ..................................................10 4. 繼續(xù)宣傳和落實(shí)家電下鄉(xiāng)的政策 ,使政策深入人心 ........................10 （二）產(chǎn)品應(yīng)該樸實(shí)耐用 ...........................................................................10 （三）售后服務(wù)不能少 ................................................................................ 11 （四）農(nóng)村拒絕淘汰產(chǎn)品 ........................................................................... 11 （五）因地制宜、因時(shí)制宜的制定 營(yíng)銷(xiāo)策略 .......................................... 11 結(jié)束語(yǔ) ................................................................................................................12 參考文獻(xiàn) ............................................................................................................13 農(nóng)村家電市場(chǎng)營(yíng)銷(xiāo)策略分析 引言 隨著城鄉(xiāng)市場(chǎng)格局的改變，農(nóng)村家電市場(chǎng)日益崛起，城市家電市場(chǎng)已趨于飽和，競(jìng)爭(zhēng)日益慘烈。 作者簽名： 日 期： 學(xué)位論文原創(chuàng)性聲明 本人鄭重聲明：所呈交的