井级别的市场竞争中的悲惨烤，设备制造商一直在寻找在广大农村。从2004年到2005年，海尔，康佳，美国，志高，新科，橡树，华帝等家电企业已在乡镇市场的脚下，通过县二级市场的发展水平交易商直接由制造商发展的县一级交易商，制造商直接运到县一级的经销商，直接在县建立制造商，如大规模的“上山，自己的销售网点或销售机构，到农村“，大打乡镇牌，增加三四个市场的竞争水平。特别是今年，家电企业进入农村，加快速度很快。首先，3月30日TCL集团在北京举行的“中国农村市场，创造{zd0}的电器连锁网络”的新闻发布会上，“幸福树”的主题开始在农村地区扎根。紧接着，该国4月1日在美国举行的全球首脑论坛国美国美国开始前的记者招待会，高调宣布将正式启动农村市场的策略，测试在农村地区的水家电市场。同时，苏宁等家电制造商也表示，链不会放弃三，四市场，已被纳入其战略规划的长远发展，甚至在该区域的有益尝试比较发达的经济体系， 。

但据了解，虽然在农村增加家电企业的实力，但仍然都在努力地撒下的网，和尚未密集。xx的营销专家Shen闻其岸指出，一线品牌，基本或一手及二手市场的大量进入国美，苏宁等大型连锁基于模型的终端，并在三，四市场投入较少。现在，国内三，四的营销渠道比较混乱的情况下，整个家电业还没有真正适合的农村市场体系的营销特色的形成。有专家指出：建立农村家电营销系统是一个包括产品开发，渠道流通，宣传促销，一售后服务，例如工程全面。

产品开发，以满足农民需求

在农村地区的生产方式，生活习惯，风俗等，有一个非常不同的城市和广大农村不同地区之间，也存在很大的不同，所产生的需求家电也有很大的不同，其中的家电制造商开发产品，提出新的要求。

，国务院发展研究中心陆刃波指出，该设备可以分为三个产品的发展方向：价格导向，以需求为导向，以竞争为导向。结合了中国的农村地区，农村家电产品的特点，应执行的需求为导向的战略，即到农村市场的企业必须摆脱城市市场产品的“巢臼产品以外”从头再来，{wy}的方式来建立，主要产品在这个阶段，一直在从事这项工作相当多的企业。海尔集团在四川发现洗衣机洗地瓜的农民，然后设计一个大水管洗衣机，正是因为有农民的需要，正确的产品决策决定的执行情况，狠抓落实，在农村海尔的销售的地区，以取得惊人的成绩。

，多种渠道的建立，以确保物流畅通

由于农村家电市场和分散的差异，因此存在，市场营销渠道建设最困难的，这将是一项长期而艰巨的任务，但也难以开拓农村市场和重点。专家指出，在分销渠道的选择中国企业要坚持一个标准，即建立分销渠道，以确保企业建立销售渠道为消费者增加了分销渠道得到的净收益和{zd0}的净。企业在开拓农村市场选择分销渠道，我们应该特别注意这一点可以从三个方面看到了分销渠道的设计。{dy}，长度

渠道的选择。一般考虑到技术性的家庭电器，需要更多的售前和售后服务，因此需选择较短的渠道。如果您选择较长的分销渠道本身也应建立销售和服务网络为基础的两个企业于一身。

第二，通道宽度的选择。分布密集分布的结合，对双方经纪人的优势，有效控制的{dj2}分销商，以及扩大市场规模，可以作为一个良好的销售渠道，视为。

三个工业和商业的联合。市场的发展在农村地区，因为农村市场的分散性，在不同的特点，例如在农村市场的商业企业发挥了重要作用，工业企业对网络依赖是xx不现实的，而不是经济。问题是如何联合工商，例如除了分配制度，代理制等现代交易和资本运营使用可行的(如参股，合资，建设)，重点行业，而且增加援助商业。

此外，在开拓农村市场，企业可以利用当地组织系统的作用充分发挥，使农村营销网络，渠道和联合供应和农村供销社销售网络广泛。在当前形势下，而且要大力发展农村商业连锁，提高零售业务，组织和规模的程度，使家电产品有良好的销售终端，改变个别村零售行业为主导的现状。海信在诸如探索新的销售模式是农村市场，他们将成为农村市场三个市场：批发一级市场，以零为基础的市场和零售市场为导向，建立以“海信店”根据销售和服务网络，不仅缩短销售渠道，而且从根本上解决农村人口分散，交通不便，信息闭塞更多的问题。

营销推广要适应当地海关
在一级市场
，媒体广告销售的家电制造商的一个重要的赢得竞争的法宝，但在农村地区，这种滥用方式，不应施加同样的效果。在主要家电产品农村消费者购买时的心态是“眼见为实，为虚拟”听证会，他们是主要的信息渠道“，访问实体商店”，“看电视广告”，“朋友和亲戚介绍“报纸，电台广告和销售人员建议，其中大多数认为比的信少。所以，他们最信任的是乡邻朋友推荐，或“字的口型。”有鉴于此，中国农村家电市场营销战略的选择必须有针对性。
在推广宣传
，我们更应该在物理媒体。农村消费者易于接受心理因素真正促进，企业“开放的显示器作为营销战略，营销人员的主要形式”直接发送到展示产品的功能和运作方式向农民。同时，直接销售与出租，问答比赛等，以增加广告，拓展产品的认识，以达到促销的目的。

第二，口碑强调口相传的传播方式。作为自己的知识和信息获得的结果，农村消费者是有限的，当他们的消费和从众心理的融合。成本效益的产品，农村消费者会建议对方的口碑传播中非常突出的购买决策中的作用。因此，要抓住“{lx}型消费”的数字，你可以“点到面”，以获得更好的性能。

三个非牟利通过对消费者的信任的活动，科学和技术文化的农村地区获得。xx贫困和愚昧，是农民文化，科技，企业缺乏这方面将是一个巨大的xxxx。 TCL集团已捐赠给贫困{wp}彩色灾区农民县教育部门由地方政府和社会各界的普遍赞扬彩电销售有效。康佳集团在1998年开拓农村市场，就会更加成功，他们这样做，他们实施了电影到农村，农村的颜色，科学和技术在农村的三个农村活动，让农民朋友的实际利益，而且大大加强了，农民消费者的地位康佳色彩，提高了公司的整体形象。

此外，由于农村地区得到不同的信息渠道，在新闻媒体传播业务，而且对农村地区的特点，有时在墙上的广告，传单，超过了比较明显的作用电视广告的选择。

有效地完成销售和服务的农村消费者

目前，家电业是服务的营销热潮的出现。这项服务为导向的市场营销，客户从客户的需要，开发的产品，使客户满意度，为消费者提供满意的服务客户。提供满意的服务客户，这是中国目前的农村家电市场中最薄弱的环节之一。
与世界城市
，中国农村家电销售额在广度和深度的服务是远远不够，所以基本上没有保障农民利益，农民迫切需要的服务，不仅需要，是售前服务，必要的售后服务。因此，可以预计，农村家庭成功占领家电市场将是这些企业提供一个农民和企业良好的服务。康佳集团目前在这方面已做出了有益的进展：一是，轮流主办家电维修班，二是要建立一个广泛的培训网络，一直是超过340点的培训;有三个技术聘用本地年青农民，作为一个特殊的学员，成为康佳当地的技术维修人员。海尔的“海尔称号集团-真诚到永远”为经营理念，不管是谁买了海尔空调，所有负责运送，安装，咨询，服务，安装免费，每月两次做了回访，确保每一个空调可以到位，并进入正常工作状态，让消费者购买海尔确保“零的麻烦。”

此外，为帮助农民切实解决问题，家电制造商也可以帮助开拓农村市场。例如，帮助解决农民的“卖粮难”问题，提高农民收入，举办粮食换彩电一样，不仅可以解决农民卖粮难的问题，但对制造商也增加它们的流通，从而达到双赢的局面。

在开拓农村市场的家电不是一个简单的问题，即如何宣传推广，但在城市系统的工程xx不同的营销。它要求企业在深入研究和了解农村生产和生活环境，了解农民的消费需求，找到合适的方法和产品销售机制，才能有效地制订和实施农村市场的营销策略，以真正参与根发芽农村地区。

家电下乡花了良好的国家政策资源

开拓农村市场，家电制造商当然自己的努力，但在他们自己的努力，而且也使国家的政策，善用资源，如可以更有效的。邓超在接受设备，如果农村市场，为企业农村市场潜力巨大差距提供了动力，那么，这个国家的新农村建设被发送到其东部农村营销专家接受记者采访。商务部推出“万”市场工程，目标是数以千计的农村从2005年，力争用3年的约25万农业试验区，生产商店，形成一个为龙头，乡镇店市店为骨干，村里的商店，在农村以消费为基础的商业网络，逐步缩小城乡消费差距。 “万”市场工程数以千计的农村将覆盖70％的乡镇，50％的乡村，通过对农村市场的分销网络，建立新型，改善农村消费环境。进入农村市场连锁企业，生产企业，如供销社，意向应考虑这一政策的东部争取主动充分利用，与政策扶持和支持，迅速建立自己的农村家电连锁经营自己的网络。 06.9.5

Building diverse appliances to the countryside to create a new channel marketing system

Well-level competition in the market tragic baked, the appliance manufacturers have been looking at a broad rural. From 2004 to 2005, Haier, Konka, the United States, Zhi-Gao, the new Branch, the oaks, Vantage, such as household electrical appliance enterprises have set foot in the township market, the secondary market through the development of county-level dealers dealers, by the manufacturers direct the development of county-level dealers, manufacturers shipped directly to the county-level dealers, the manufacturers directly in the county to establish their own sales outlets or sales offices, such as large-scale “up the mountain to the countryside”, a big fight card township, to add three or four level of market competition. Especially this year, home appliance manufacturers to enter the rural areas to speed up the pace quickly. First, March 30 TCL held in Beijing in the theme of “China’s rural market to create biggest electrical chain network” news conference, “happy tree” started to take root in rural areas. Immediately after that, the country the United States in April 1 at the Global Summit Forum States United States began before the press conference, a high-profile announcement will officially launch the rural market strategies, test the water appliances market in rural areas. At the same time, Suning, and other home appliance maker also said the chain will not give up three, four markets, has been incorporated into the long-term development of their strategic planning, even in relatively developed economies of the region a useful attempt.

but It is understood that although the home appliance manufacturers in the increased strength of the countryside, but still are struggling to simply cast the net, and have yet to be intensive. Well-known marketing experts Shen Wen Jian pointed out that a large number of first-line brand, the basic or primary and secondary markets go GOME, Suning and other large chain model-based terminals, and in three, four market less input. Now the domestic three, four marketing channels rather confusing situation, the entire appliance industry has not really suitable for the formation of a marketing feature of the rural market system. Experts have pointed out that: build rural household appliance marketing system is a covered product development, channels of circulation, publicity promotions, a comprehensive after-sales service, such as engineering.

product development to meet the demand for

peasant mode of production in rural areas, living habits, customs, etc. and has a very different cities, and vast rural areas, between different regions also exist very different, the resulting demand for household electrical appliances also have very different, which to the household electrical appliance manufacturers to develop products that put new demands.

the State Council Development Research Center陆刃波pointed out that the appliances can be divided into three product development orientation: price-oriented and demand-oriented and competition-oriented. Combine the characteristics of China’s rural areas, rural household electrical appliances should be the implementation of demand-oriented strategy, that is, the enterprises to the rural market must move away from urban markets Products Product of the “nest acetabular” start all over again, the only way to build the main products, at this stage has been a considerable number of enterprises engaged in this work. Haier Corporation in Sichuan found washing machines to wash sweet potatoes by Farmer, then design a large water pipe washing machine, it is precisely because a firm grasp of the needs of farmers, implementation of the right product decision-making, Haier’s sales in the rural areas in order to obtain an amazing score.

the establishment of diverse channels to ensure smooth logistics

due to the existence of the rural household appliances market and differences in dispersion, therefore, the construction of marketing channels most difficult, this would be a long-term and arduous task, but also difficult to open up rural markets and focus. Experts point out that China’s enterprises in the selection of distribution channels should adhere to a standard, namely the establishment of distribution channels to ensure enterprises to set up distribution channels for consumers to add the net proceeds received from the distribution channels and the largest of the net. Enterprises in developing the rural market to choose distribution channels, we should pay special attention to this point can be seen from three aspects to the design of distribution channels. First, the length of

channel choice. Taking into account the technical nature of household electrical appliances in general, need more pre-sales and after-sales service, are therefore required to choose a shorter channel. If you choose a longer distribution channels to enterprises themselves should also have established sales and service network based on two-in-one.

Second, the choice of channel width. Distribution of a combination of intensive distribution and the exclusive distributor of the advantages of effective control of both brokers, as well as enlarging the market size, can be regarded as a good sales channels.

are three industrial and commercial joint. Market development in rural areas, because of the decentralized nature of rural markets, differences in characteristics such as commercial enterprises in the rural market has played an important role in industrial enterprises rely on networks are completely unrealistic and not the economy. The question is how Commerce and Industry jointly, such as apart from the use of distribution system, agent system and other modern trading and capital operation feasible (such as equity participation, joint venture, to build), the key industries but also increase aid to business.

In addition, when developing the rural market, enterprises can make full use of the role of local organizational system so that rural marketing networks and channels and a wide range of joint supply and marketing cooperatives in rural distribution networks. On the current situation, but also vigorously develop rural commercial chain, improve the retail business organizations, and the degree of the scale, so that household electrical appliances have a good sales terminals, change the individual retail traders village-led status quo. Hisense has been such as to explore a rural market for a new sales model, they will be the rural market for three market segments: the wholesale level the market to Zero-based market and retail-oriented market, to establish to “Hisense store” based on sales and service network, which not only shorten the sales channels, but also a fundamental solution to the scattered rural population, traffic inconvenience, information is more the problem of occlusion.

promotional marketing should adapt to local customs

in the primary market, the media advertising sales home appliance manufacturers are an important magic weapon for winning the competition, but in rural areas, this mode of abuse and should not exert the same effect. Rural consumers in the purchase of major household electrical appliances when the mentality is “seeing is believing, hearing for the virtual,” they are the main information channels “to visit the physical store,” “watching TV ads,” “introduce friends and relatives”, for newspapers, radio Recommend advertising and salesman, most of them think less than a letter. So that they trust the most are the乡邻friends recommend, or “word-of-mouth-oriented.” In view of this, China’s rural household appliance marketing strategy choice must be targeted.

in promotional publicity, we should make more use of physical media. Rural consumers are easy to accept the real promotion of psychological factors, enterprises can “open display” as the main form of marketing strategy, marketing staff to send directly to the farmers on to demonstrate the functionality and operation of Products Ways. At the same time, direct sales, with let, quiz, etc., to increase advertising and expand product awareness to achieve marketing purposes.

Second, emphasis on word-of-mouth legend mode of transmission. Rural consumers as a result of their own knowledge and information obtained is limited, when they have a convergence of consumer and sheep mentality. For cost-effective products, rural consumers will recommend each other, word-of-mouth spread of buy very prominent role in decision-making. Thus, to seize the “leader-type” figures of consumption, you can “point to surface”, to obtain better performance.

are three non-profit scientific and technological culture to the rural areas through the activities of the trust of consumers to obtain. To combat poverty and ignorance, is the lack of peasant culture, science and technology, enterprises in this regard will be a huge return on investment. TCL Group had donated to the trump color in poverty-stricken counties of the farmers and the education sector, by local government and the community generally praised effectively with a color TV sales. Konka Group in 1998 in developing the rural market more successful when they do, they implemented a film to the countryside, color to the countryside, science and technology activities in the countryside of the three rural areas so that farmers are practical benefits friends, but also greatly strengthened the Konka color in the status of peasant consumers, enhance the company’s overall image.

In addition, because rural areas to receive different channels of information, so business media in the dissemination of information but also for the choice of the characteristics of rural areas, sometimes the wall ads, flyers, TV ads than the role of more obvious.

effectively close sales and service rural consumers

At present, the home appliance industry is the emergence of service marketing craze. This service-oriented marketing to customers, from the customer’s needs, develop products to make customer satisfaction, to provide customers with satisfactory service. Which provide customers with satisfactory service, it is China’s current rural household appliance marketing in one of the weakest link.

with the cities of the world, China’s rural household appliances sales service in terms of breadth and depth are far from adequate, so that basically there is no guarantee the interests of farmers, and farmers are in urgent need of services, not only required pre-sales services necessary after-sales service. Therefore it can be expected that the successful occupation of the rural household electrical appliance market will be those enterprises provide a good service for farmers and businesses. Konka Group is now in this regard has been made useful progress: First, take turns hosting the appliance repair classes; second is to establish a broad network of training has been the establishment of training more than 340 outlets; are three techniques to employ local young farmers, as a special trainees to become Konka local technical maintenance personnel. Haier Group, the title of “Haier - in good faith to Forever” for business ideas, no matter who bought a Haier air conditioning, all free of charge delivery, installation, consulting, service, installation twice a month to do a return visit, to ensure that every air-conditioning can be put in place, and entered the normal working state, so that consumers buy Haier to ensure “zero trouble.”

In addition, to help farmers effectively solve the problem, appliance manufacturers can also help develop the rural market. Such as to help solve the peasant’s “卖粮难” issue, improve the income of the farmers, organized by food-for-like color television, not only can solve the problem of peasant卖粮难, but also for the manufacturers to increase their circulation, so as to achieve a win-win situation.

home appliances in developing the rural market is not a simple issue of how to propaganda and promotion, but a completely different marketing in urban systems engineering. It requires enterprises in-depth studies and understanding of rural production and living environment, understand the consumer demand of farmers to find suitable approaches and mechanisms for product sales, the only way to effectively formulate and implement marketing strategy in rural markets in order to truly take root in rural areas germination.

home appliances to the countryside to spend a good national policy resource

developing the rural market, household appliance manufacturers their own efforts of course, but in their own efforts but also make good use of National’s policy resources, such can be much more effective. Deng Chao appliance marketing experts in an interview with reporters that if the huge potential of rural markets and market gaps in rural areas for the enterprise provides the driving force, then the country’s new rural construction is sent to the countryside to its east. Ministry of Commerce launched the “million rural village of thousands of” market engineering, objectives are from 2005, and strive to use 3 years, in the pilot area of about 250,000 farm produce stores, to form a City shop as a leader, township shop as the backbone , village shop-based business networks in rural consumption, gradually narrow the gap between urban and rural consumption. “Million rural village of thousands of” market project will cover 70% of the township, 50% of the villages, through the establishment of a new type of rural market distribution network, improve the consumption environment in rural areas. Intention into the rural market chain enterprises, manufacturing enterprises, such as supply and marketing cooperatives should take full advantage of this policy the east to seize the initiative, with policy support and support, quickly establish their own network of rural household appliance chain operations. (06-9-5)