在全球金融危机背景下,家电产品作为我国外贸出口的重要组成部分,出口大幅萎缩,家电行业因产能过剩,面临严峻的生存危机。从2007年底开始,在全国范围内逐步推行的家电下乡政策,是一项拉动内需、实现多方共赢的重要举措。家电下乡政策自实施以来,对农村消费市场的拉动作用十分明显。一、家电下乡政策实施过程中存在的问题产品招投标环节。一是少数产品品牌不仅农民感到陌生,即使城镇居民也 In the context of the global financial crisis, household electrical appliances as an important part of China’s foreign trade exports, exports have shrunk dramatically, and the home appliance industry is facing a severe crisis of survival due to overcapacity. Since the end of 2007, the gradual implementation of home appliances to the countryside throughout the country has been an important measure for stimulating domestic demand and achieving win-win results. Since the implementation of the home appliances to the countryside policy, the driving force for the rural consumer market has been very obvious. First, there are problems in the implementation of home appliances to the countryside in the process of product bidding. The first is that a small number of product brands are not only strangers to farmers, even if they are residents of cities and towns.