The Marketing Dilemma for Home Appliances Going to the Countryside and Its Countermeasures

摘要

In order to expand domestic demand and guide the domestic consumer spending,our government proposed a project for people's well-being that the "Household electrical appliances going to the countryside" ,that is to say,to the largest consumer groups - the farmers. Since the implementation of this policy,it has been widely praised and produced a series of positive effects. However,with the policy continue,the home appliance enterprises in the rural market gradually revealed many problems,such as the products don't meet the farmers' demand,the prices are too high and so on. Based on the analysis of the enterprises' marketing problems,and combined with the perspective of 4P,this paper proposed some improvement suggestion in order to solve the marketing issues.