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某跨国公司驻中国机构在一份报告中指出,“中国最后一个商业机会在农民手中。”我国有70％的人口在农村,而农村家用电器的普及率尚不足20％。农村家电市场还有巨大的潜力。面临城市对家电的需求和消费相对饱和的形势,中国家电企业应尽快实现市场战略转移,努力拓展农村市场。 但是,拓展农村市场,既不能把一些城市消费的产品转移到农村去,也不能到农村去处理积压过时的产品,更不能把在城市的经营方略照搬到农村去。农村市场有它自身固有的特殊性,这就要求企业因地制宜,有针对性地采取有效的营销策略。
A multinational corporation based in China said in a report: “China’s last business opportunity is in the hands of peasants.” 70% of China’s population is in rural areas, while the penetration rate of rural household appliances is less than 20%. There is still huge potential for rural home appliance market. Facing the situation that the demand and consumption of household appliances in cities are relatively saturated, the Chinese household electrical appliance enterprises should realize the market strategy shift as soon as possible and strive to expand the rural market. However, expanding the rural market will neither transfer some of the products it consumes in the cities to rural areas, nor will it be able to go to the countryside to deal with the backlog of obsolete products, nor should it copy the operating strategy in urban areas to rural areas. The rural market has its own inherent peculiarities, which requires enterprises to adopt measures to local conditions and targeted marketing strategy.