Dissertation > Economic > Agricultural economy > China 's agricultural economy > Construction and development of agricultural economy > Agricultural income and distribution

A Study on Marketing Strategy Basing on Rural Consumer Behavior

Author JiLuLu
Tutor GuoPeng
School Tianjin University of Science and Technology
Course Business management
Keywords Rural Consumer Consumer Behavior Electrical Appliance Enterprises Marketing Strategy
CLC F323.8
Type Master's thesis
Year 2011
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Financial crisis makes the economic development with the domestic-demand as the leading of our country face serious challenges.Igniting Chinese rural consumption market to promote Chinese rural consumption increase stably,is not only the key point to guide the rapid growth of the consumption in China presently,but also the basic guarantee to Chinese national economic develop healthily.Most enterprises usually keep their eyes on urban residents.As for rural consumers,they simply copy those measures but seldom strive to find specific ones that are suitable for them.Therefore,the enterprises need to study rural consumer behavior deeply and put forward marketing strategy.In this thesis,we use the method of theory analysis and investigation study. Based on the analysis of consumer consumption behavior theoretically. From China’s rural residents consumption behavior,that is the rural resident’consumption level,the consumption structure in rural areas,which summed up China’s rural residents in the new consumer behavior characteristics.Using the method which qualitative and the quantitative analysis unifies,the comprehensive analysis restricts our country farmer expense behavior the primary factors,mainly from the income level of farmers,rural consumption environment,society factors and culture factors.Bring in the concept of brand marketing,analyze the relationship between brand and consumer behavior,take the home appliance enterprise as an example,from the angle of enterprises,take long-term development as the goal,research the enterprise through creating the brand value how to build relationship with rural consumers.According to present situation of household electrical appliance industry and the needs of rural market,from the view of consumer,discuss the home appliance enterprise how to seize the opportunity to exploring rural market, proposed improves the appliance enterprise marketing strategy the4P strategy,Providing products and services in accordance with the demand of rural consumer;Making reasonable product price;According to the product matrix to make price matrix;Selecting the convenience sales channels;Using the promotion way which is easily accepted by rural residents.

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