Open Up Chinese Rural Consumption Market Of Home Appliances With Marketing Thinking

China is a developing country with a large population above 1.3 billion, 55.1% of the total are rural population which is around 730 million. There are more than 230 million rural families, 67.7% of the total 340 million families in China, are the biggest consumer groups. At present, the basic pattern of Chinese home appliances market mainly is performing the urban-rural dual structure, urban home appliances market has generally been in saturated, and the rate of sales growth is gradually getting slower, therefore, the rural market with a huge population has been more and more taken into account. The potential of Chinese rural market is very big, which has broad prospects of developing. With the implementation of a series of policy which rise up the income of the farmers, the vigorous transformation and construction of the rural power grid which lead to the relatively decrease of the electricity prices of rural household appliances, and the gradually improvement of the consumption environment, the consumption of home appliances is increasing, and the rural home appliances market has become the most important requirement and development potential market of the Chinese rural consumption market.The characteristics of Chinese rural markets mainly include dispersancy. difference, hierarchization and demonstration. The rural home appliances markets have a huge market potential not only from the population and purchasing power but also the purchasing desiration. The differences of consumption behavier between rural markets and urban markets are as show below: Emphasize economic benefits, affordable; Emphasize durable and easy to use; Obviously the timing of consumption; Recognize high-visibility "name brand", have the high brand loyalty. The factors which impact consumer behavior of Chinese rural household appliances are not the same, including socio-cultural factors, personal factors, environmental factors and psychological factors.According to the marketing status of Chinese rural household appliances market, combined with the characteristics and effect factors of rural consumption behavior, the marketing strategy of activating the rural home appliances market of our country can be made as follows: On a breakdown of the market, the enterprises should produce different new products adapt to rural consumption, formulate a reasonable price strategy, select the appropriate sales channels, use the promotion way which is easily accepted by rural residents, therefore formulate the special marketing mix of the rural market to provide references for enterprises. Based on the micro-marketing, the development of the rural home appliances market of our country needs the support of a series of policy which described as follows: To increase the income of rural residents and therefore to enhance the purchasing power of rural residents; strengthen consumer education to help farmers establish a correct concept of consumption; strengthen the infrastructure construction which support rural consumption, improve the rural consumption environment; standardize the order of rural market transactions, protect the interests of consumers in rural areas; establish and improve rural social security systems and develop the rural consumer credit actively.