【正文】 t need to address the problem. Our country has 900 million farmers, 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. 促進企業(yè)銷售增長 .................................................................................2 2. 優(yōu)化銷售結構 .........................................................................................2 （三） 家電下鄉(xiāng)的意義 ................................................................................2 1. 有利于推進新農村建設 .........................................................................2 2. 有利于擴大農村消費 .............................................................................3 3. 有利于促進行業(yè)發(fā)展 .............................................................................3 （四） 家電下鄉(xiāng)的現(xiàn)狀分析 .......................................................................3 1. 冰箱成銷量 “冠軍 ”..................................................................................3 2. 電視更新?lián)Q代 .........................................................................................3 3. 電腦銷量異軍突起 .................................................................................3 4. 手機 “下 鄉(xiāng) ”難 ..........................................................................................3 5. 小家電銷售受遇冷 .................................................................................4 二、 家電下鄉(xiāng)中企業(yè)的營銷誤區(qū)及原因 .....................................................4 （一）產品方面的誤區(qū)及原因 .....................................................................4 1. 家電下鄉(xiāng)產品存在結構性缺陷 ............................................................4 2. 產品質量不能保 證 .................................................................................4 3. 售后服務得不到保證 .............................................................................4 （二）定價方面的誤區(qū)及原因 .....................................................................5 （三）渠道方面的誤區(qū)及原因 .....................................................................5 （四） 促銷策略方面的誤區(qū)及原因 ...........................................................5 三、 搞好家電下鄉(xiāng)的營銷對策 ......................................................................6 （一）產品策略 ..............................................................................................6 1．重視外觀，突出實用 ............................................................................6 2．確保質量，適銷對路 ............................................................................6 （二）定價策略 ..............................................................................................6 1．降低產品生產開發(fā)成本，控制產品價格 ..........................................6 2. 制定合理的價格策略 ,打擊操縱產品價格的行為 ..............................7 （三）渠道策略 ..............................................................................................7 1．大力拓展營業(yè)網點 ................................................................................7 2. 加強渠道管理，保證渠道靈活通暢 ....................................................7 （四）促銷策略 ..............................................................................................8 四、 完善和推廣家電下鄉(xiāng)應注意的問題 .....................................................9 （一）進一步完善政策措施 .........................................................................9 1. 政府、企業(yè)、社會多方聯(lián)合監(jiān)督管理，規(guī)范商家行為 ..................9 2. 完善和健全財政補貼制度 .....................................................................9 3. 加大農村基礎設施建設的投入力度 ..................................................10 4. 繼續(xù)宣傳和落實家電下鄉(xiāng)的政策 ,使政策深入人心 ........................10 （二）產品應該樸實耐用 ...........................................................................10 （三）售后服務不能少 ................................................................................ 11 （四）農村拒絕淘汰產品 ........................................................................... 11 （五）因地制宜、因時制宜的制定 營銷策略 .......................................... 11 結束語 ................................................................................................................12 參考文獻 ............................................................................................................13 農村家電市場營銷策略分析 引言 隨著城鄉(xiāng)市場格局的改變，農村家電市場日益崛起，城市家電市場已趨于飽和，競爭日益慘烈。