Studies On Marketing Strategy Of The Enterprises Basing On Farmers Consumer Behavior

Electrical industry had developed violently and marketing competed through more than 20 years in our country, already held the small space in the world electrical appliances profession. The electrical appliances market has been mature day by day, electrical appliances product homogeneity day by day, consumers' purchase behavior even more rationalization. Under in abundance the saturated condition in level of markets, the electrical appliances enterprise started for the development preliminary market to be itching for a fight, marched to the preliminary market. Although the electrical appliances merchant in the country dynamics is enlarging presently, domestic three or four levels of markets channel condition is quite chaotic, the entire electrical appliances industry have not formed the marketing system truly to suit the rural market characteristic. This article will be unify the farmer expense behavior and marketing strategy of the electrical appliances enterprise, and will be discuss the marketing strategy more suits the countryside electrical appliances market from the actual operation angle.This article studies was beginning with including the present situation, the development direction research and the analysis which the countryside electrical appliances expends to the existing literature in, collection appraisal target which could analysis and the determination and the rural market expense behavior correlation, including the stationary index and the quota target, afterwards analyzes and the determination related electrical appliances expense behavior research technique, using the method which qualitative and the quantitative analysis unifies, the comprehensive analysis restricts our country farmer expense behavior the primary factor, explores its reason in view of these factors. Then in view of our country rural market farmer electrical appliances expense behavior characteristic and the present situation, carried on asked the volume design, and carried out the questionnaire survey, the questionnaire survey data analysis and the appraisal. Finally through above analysis and appraisal, it will be developing the rural market formulation appropriate marketing strategy of our country electrical appliances enterprise, from the angle of understood the consumer behavior and the market marketing management.Through the collation of market research data, used the SPSS software analysis, established the Logit model to carry on the supposition confirmation, it has obtained the major effect farmer consumer behavior the primary factor variable. They are the household income, the years of schooling, the product price, the brand quality, the relatives and friends through the Wald examination level of significance, leads buys illustrates 6 variables, in view of the fact that above mathematical model confirmation, proposed improves the countryside electrical appliances enterprise marketing strategy the 4P strategy: The quantity body makes to order product strategy; Meager profit but high turnover price strategy; By preliminary market primarily retailing strategy; Adapts the countryside culture characteristic promotion strategy.