草稿市场营销

草稿市场营销

在我国,农村居住人口约占70%。如此庞大的农村消费市场尚未被大规模开发的现状，向人们昭示：农村蕴藏着巨大的商机。如何有效地开拓农村市场？解决我国地区发展不平衡？提高人民生活水平？这都是我们要解决的问题 。本文从农村发展状况入手分析，农村市场发展不起来，关键是贫困原因造成的。解决贫困问题，对于农村市场的开发有着重要的意义。其次，开拓农村市场要以农民为中心，这样才能更好的解决贫困问题。在百强巡展走过的环渤海、长三角、珠三角地区的多数百强县市，不仅城市居民收入殷实稳定，而且农村居民收入也相当可观，有的地方农村居民收入和消费能力甚至超过了市区。盖新房、添新车这样的消费，对富裕起来的农民来说已经不是难事。在这些地方，数目庞大的农村人口造就了巨大的市场，为经销商提供了巨大商机。中国的农民有钱不敢花，有病看不起的时代即将结束，农村迫切需求致富商机、医疗卫生、职业技能教育、农资、生产生活用品等相关的产品及服务,但由于城市与农村接受品牌传播信息的不对称给某些假冒伪劣的品牌创造了可乘之机，使农民的品牌鉴别意识差，对品牌没有一个很好的认识和识知，在农村市场随处可看到“夏士莲”非常相似的“夏之莲”和“夏氏莲”、““好吃点”相非常相似的“好吃店等，不能分清统一企业”与“中国统一集团”“可口可乐”与“美国可乐”、“百事可乐”与“百事－亚洲饮品”等到底有多大区别。在这样的情况下商家是否有准确的市场眼光并根据市场的变化做出正确的推广方式和销售策略，已成为农村商海大战中制胜利的法宝。((NongGuNv2010Homeofthead[online]AvailableFrom:http://bbs.adjia.com/forum-redirect-tid-196681-goto-lastpost.htmlCited30October2010)我国农村人口基数大，购买潜力惊人，在城市市场拉动乏力的情况下，开发农村市场不愧是企业的明智之举，与城市相比，农村市场具有自身的独特性，这就决定了在开发农村市场中要运用特定的策略。一是减少产品的性能，借此降低产品的成本，拉低产品价格;二是减少包装成本，可以摈弃那种奢华、精美包装，降低内外包装代价，从而可以直接缩减产品采购成本，受惠于消费者;三是可以推出实惠型大包装，以降低单位产品的价格;四是厂商可以通过渠道扁平化，即缩减渠道环节的方式，直控终端等，降低渠道运作需要分摊的费用，从而将此费用反馈于农民朋友;五是可以通过“虚拟市场”的方式，即先有市场，再建工厂，通过异地建厂，降低物流运输费用，从而拉低价格，提升竞争力。（Iyouyou2010marketinglibrary[online]AvailableFrom:http://www.youshang.com/content/2010/08/04/35676.html\nCited30October2010）。近年来．无论是在国家政策，还是在企业的发展战略上．都会时不时的提到支持或有意愿进军农村终端市场。然而，在实际的行动中．不少的家电企业却多少比快速消费品企业慢了一步。眼看着别人分享农村终端市场所能得到的快乐．还有高利润回报．作为家电企业，又应该如何下手迅速挽回被动局面？成了当前家电企业老总们的“心病”。（HuangLiHongModenhomeappliance2005(24)pp28-29）第一步比较分析出农村家电市场不同于城市市场的各种特点，如潜力性、分散性、差异性、层次性、示范性、功能性等；第二步阐述农村家电市场的发展现状和存在的问题；第三步再根据这些特点，结合现状以及存在的问题，制定实施企业开拓家电农村市场的七大步骤，如市场调研、目标市场定位、产品开发、营销渠道的选择和建立、宣传促销、销售服务和建立生产基地等，并在文中举出许多具体的事例，以供企业参考。目前我国家电企业的营销策略和手段还相对落后，仍局限在传统的“4P’S”组合的运用，甚至是单一的价格手段或促销手段的运用上，对20世纪80年代以来西方理论界和企业界先后提出的一些新的营销策略还没有及时的借鉴和吸收过来。并且我国对于营销理论没有进入深刻的研究，还没有形成完善的体系。在此我觉得企业要开拓农村市场必须要有一下几个新的认识：1.企业要把开拓农村市场的营销提升到战略的角度来认识，用全局的、长期的观点来策划企业的营销活动。2.企业在营销策略与手段的整和运用上要统一运用各项营销要素，使其在满足消费者需要[de]基础上进行最佳组合，以形成整体效用。3.企业在开拓农村家电市场时，应该运用国际上先进的营销策略理论，结合农村市场的实际，进行策略分析。4.在企业的销售服务中，提出了“零服务”的观点。随着国家建设“新农村”步伐的加快，农村市场将越来越成为一片生机勃勃的热土，作为厂家只有抓住农村市场运作的规律，掌握农民朋友消费的特性，才能更好地拟定适合农村市场的营销组合策略，才能抓住这最后的市场良机，才能左右于市场，从而立于不败之地。\n适合农村的推广方式有：一、体验营销。耳听为虚，眼见为实。老百姓相信自己看到的，更相信自己亲身感受到的。采取免费品尝、免费试用等方式，最宜让老百姓接受。二、实效推广媒体。作为日出而作，日落而息的农民，电视不是他们接受外界信息的主要方式，他们身边的一些媒介能够更好地吸引他们的眼球。一、墙体广告。遍布国道、省道、县道、乡道、村道的墙体广告既低价又有效。二、适合农民口味的宣传DM。在农村集市的赶集时间大量发放，不仅成本低廉，而且还便于保存，说不定还能起到口碑效应。当年的三株口服液就是通过这种铺天盖地的小广告而打开农村市场的。三、车贴广告。将产品广告张贴在县乡公交车以及客运摩托三轮、铺货车上等，也能够起到流动广告之效果。四、其他媒体：比如印有广告的文化衫、乡镇小广播、店面门头、集市宣传栏等，也是农村推广宣传的较好方式。自19世纪末20世纪初到本世纪初，西方市场营销学经过一个多世纪的发展，营销理论不断完善并日趋成熟。就营销策略而言，从20世纪初期采取单一的销售手段——推销术和广告术，到20世纪50年代提出并运用营销组合手段，即将各种市场营销手段归为产品（product）、价格（price）、地点（place）、促销（promotion）四大类，简称为“4P’S”策略。30多年来，“4P’S”的内容在营销实践中不断充实和发展。80年代美国著名营销学家菲利浦?科特勒提出了“大市场营销”[de]策略思想，即在原有“4P’S”的基础上又引进了政治权力（PoliticalPower）和公共关系(PublicRelation)两个变量，与“4P’S”一起构成了“6P’S”策略。之后又进一步提出了探查（Probing）、分割(Partitioning)、优先(Prioritizing)、定位(Positioning)的市场营销战略“4P’S”理论，在“4P’S”[de]基础上再加上“6P’S”就是市场营销战略。进入90年代以后，西方学者进一步提出了“4C’S”新的营销组合，即“消费者的development欲望与需求(customerwantsandneeds)”,“满意的成本欲望与需求”(costtosatisfywantsandneeds)、“购买的便利”(conveniencetobuy)和“沟通”(communication)。“4C’S”营销组合是对传统的“4P’S”组合内容的深层次发展，是对以消费者为中心市场营销观念的最新诠释。InthetoptourofBohai,YangtzeRiverDelta,thePearlRiverDelta,notonlyinthemajorityofonecityresidentincomestability,andsubstantialincomeofruralresidentsarealsoconsiderable,oflocalruralincomeandspendingpowerevenmorethantheurbanarea.BuildanewHouse,newcarthisconsumption,wealthyfarmershavenotdifficult.Intheseplaces,alargenumberofruralpopulationcreatedahugemarket,asthedealerofferstremendousbusinessopportunities.Chinesefarmersdonotdaretospendmoney,sicklookingdowntowardstheendoftheera,richbusinessopportunitiestotheurgentneedsoftheruralareas,health,vocationalskills,education,agriculturalmaterials,productionsupplies,andotherrelatedproductsandservices,butbecauseoftheurbanandruralacceptedbrandcommunicationinformationasymmetrytosomefakebrandhascreatedanopportunitytoenablefarmerstopoorawarenessofbrandidentification,branddoesnothaveagoodunderstandingandidentificationofknown,inruralmarketseverywherecansee"summer'sLotus"verysimilar"summerLotus"and"summer'sLotus",""goodpoint"verysimilar"goodshops,etc.,cannotdistinguishbetweenaunifiedenterprise"and"Chinaunifiedgroup,""CocaCola"andthe"UnitedStates","Pepsi"andthe"Pepsi-Asianbeverage"ismuchdifferent.Insuchcases,businesseshaveaccuratemarketinsightandmarketchangestomaketherightmarketingandsalesstrategy,\nhasbecomearuralbusinesswarsinvictories.China'sruralpopulationbase,purchaseamazing,pulltheweakmarketinthecity,thedevelopmentoftheruralmarketisindeedawisechoiceforenterprises,comparedwithcity,ruralmarkethasitsownuniquecharacter,whichmeantthedevelopmentoftheruralmarketitisnecessarytoapplyaspecificstrategy.Oneistoreducetheperformanceoftheproduct,thusreducingproductcosts,lowprices;Thesecondistoreducethepackagingcost,youcangetridofthatkindofluxury,elegantpackaging,reducingthecostofinternalandexternalpackaging,whichcandirectlyreduceproductcost,benefittotheconsumer;Third,youcanlaunchname：standardlargepackaging,tolowertheunitprice;Fourth,manufacturerscanbeflattenedbychannel,i.e.reducethechannellink,withTerminal,lowerchanneloperationneedsassessedcostsandthusthecostoffeedbacktothefarmer;Thefifthisavailablethroughthe"virtualmarket",thatis,beforethemarket,thenfoundedthefactory,plantbyoffsite,reducethelogisticscostoftransport,thusloweringpricesandimprovingcompetitiveness.Suitableforruralpromotionway:a,experientialmarketing.Earasvirtual,seeingisbelieving.Peoplebelievedthathesaw,themoretrusttheirownexperience.Takeafreetasting,freetrial,etc.,mostsuitableforordinarypeopletoaccept.Second,theeffectivenessofpromotionalmedia.Asemperor,sunsetinterestoffarmers,TVisnottheiracceptanceofthemainmethodofexternalinformation,theirsideofthemediatobetterattracttheirattention.First,thewalladvertising.Allnational,provincial,County,Township,villageroadwalladvertisingbothlow-costandeffective.2.fitthetasteofpublicityDMfarmers.Inruralmarketsfairtimelargeamountsofpayment,notonlyinexpensive,butalsoeasytosave,itmightalsobeabletoplayaword-of-moutheffect.Thosethreeoralsolutionisthroughthiskindofoverwhelmingsmalladsandopenruralmarkets.3.vinyladvertising.WillproductadvertisingpostedatCountybusesandpassengermotorshop-wheel,andsoon,butalsocanplaytomobileadvertisingeffect.IV.othermedia:suchasprintedadvertisementoft-shirt,Township,storefrontdoors,alie.BazaarBillboard,etc,butalsoruralpromotionofabetterway.Inrecentyearsto.bothinnationalpolicies,orbusinessdevelopmentstrategieswilloccasionallyon.referringtosupportorarewillingtoentertheTerminalmarketinruralareas.However,inpracticaloperationofmanyelectricalapplianceenterprisesismuchslowerthanthefastmovingconsumergoodscompanies.Seeshareruralterminalmarketcouldhaveahappyreturnreturn.itwasalsousedashouseholdelectricalapplianceenterprises,andhowshouldstartquicklyrestorepassivesituation?becamecurrenthouseholdelectricalapplianceenterpriseschiefs"heartdisease".\nSincethelate19thcenturyandearly20thcenturytothebeginningofthecentury,Westernmarketingaftermorethanacenturyofdevelopment,marketingandconstantlyimproveandmatures.Forthepurposesofthemarketingstrategy,fromtheearly20thcenturytotakeasinglesalesmeanssalesmanshipandadvertisementsfor,to1950andusethemarketingmix,isaboutavarietyofmarketingtools,isclassifiedasaproduct(product),price(price),location(place),promotion(promotion)maincategories,referredtoasthe"S"4P'strategy.30years,"4P'S"contentinmarketingcontinuouslystrengthenedanddeveloped.1980sUnitedStateswell-knownmarketingcompanyPhilipKotler?"marketing"[de]policyideas,thatis,theoriginal"4P'S"basisandtheintroductionofthepoliticalpower(PoliticalPower)andPR(PublicRelation)twovariables,and"S"4P'togetherconstitutethe"6P'S"policy.AfterfurtherraisedtheProfiler(Probing),split(Partitioning),priority(Prioritizing),location(Positioning)marketingstrategy"4P'S"theory,"S"4P'[de]basisplus"6P'S"isamarketingstrategy.Sincethe1990's,Westernscholarsfurtherproposedthe"4C'S"newmarketingmix,"consumers'desireanddemanddevelopment(customerwantsandneeds)","satisfythedesireofthecostsandrequirements"(costtosatisfywantsandneeds),"purchaseofconvenience"(conveniencetobuy)and"communication"(communication).The"S"4C'marketingmixisthetraditional"4P'S"thecombinedcontentsofdevelopment,isaconsumer-centricmarketingconceptoflatestinterpretationComparativeanalysisofthefirststepoutoftheruralhouseholdappliancemarketisdifferentfromthecitymarketcharacteristics,suchasapotentialdifferenceof,dispersion,andstratification,demonstrative,functionality,andsoon;thesecondsteponruralhouseholdappliancemarketdevelopmentsituationandproblems;thethirdstepthenaccordingtothesecharacteristics,combinedwiththecurrentsituationandproblems,formulatetheimplementationofenterprisedevelopingappliancessevenstepsofruralmarkets,suchasmarketresearch,marketpositioning,productdevelopment,marketing,channelselectionandthecreation,promotion,sales,serviceandproductionbase,andinthearticlecitedanumberofconcreteexamplesforenterprisereference.Atpresent,China'shouseholdelectricalapplianceenterprisesmeansofmarketingstrategyandalsorelativelybackward,areconfinedinatraditional"4P'S"combinationofapplication,orevenasinglepriceorpromotiontoolsofuse,sincethe1980s,thetheoreticalandthebusinesscommunityintheWesthasraisedsomenewmarketingstrategieshavenottimelyreferenceandabsorption.Andnotformarketinginourcountryintoadeepresearch,andhadnotyetachievedtheperfectsystem.Ithinktheenterprisestodevelopruralmarketsmusthavethefollowingnewawareness:1.theenterprisetodeveloptheruralmarket[de]marketingtoastrategicperspective[de]awarenesswithglobal[de]\n[de],long-termperspectiveplanningEnterprise[de]marketingactivities.2.enterpriseinmarketingstrategyandinstruments[de]wholeandusetheapplicationyouwanttounifythevariousmarketingelementstoenableittomeetconsumers'needs[de]basedonthebestcombinationtoformtheoveralleffectiveness.3.enterpriseindevelopingruralhouseholdappliancemarket,shoulduseinternationaladvanced[de]marketingstrategytheory,combinedwiththeruralmarket[de]actually,forpolicyanalysis.4.intheEnterprise[de]salesservice,proposedthe"zero"[de].Withthenation-building"newvillage"hasbeenquickened,ruralmarketwillincreasinglybecomeavibrantland,asmanufacturersonlyseizetheruralmarketoperationrules,tograspthecharacteristicsofthefarmer'sfriendconsumption,inordertobetterpreparefortheruralmarketmarketingmixstrategy,toseizethisopportunitylastmarket,tomarketaround,thusinvincible