The Research On Rural Marketing Tactics Of Electrical Home Appliances In Shanxi

From the 1980s,various household appliances gradually come into people's life. Household appliance industry is growing up stronger and developing rapidly by now. But competition among household appliance enterprises has never stopped. Household appliance market is nearly saturated in cities, but it just started in the rural market. As an inland province of China, Shanxi has many rural residents. Along with the income increases every year, most of the rural residents have ability to purchase household appliances about thousands yuan. Therefore, in Shanxi province, the potential of rural household appliance market is tremendous, but there are certain difficulties on how to start this market. The key of success on obtaining more benefits from the rising market is what tactics the enterprises would implement.This paper uses knowledge of management, marketing management and mathematics, combines the methods of normative analysis and empirical analysis. First of all, starting from the general market analysis, it gives a brief analysis of the characteristics of China's rural market and the different needs of urban and rural residents on household appliances. Secondly, this article makes use of PEST method to analyze the macroeconomic environment of the rural market in Shanxi Province; Then it expounds the consumption characteristics in Shanxi rural residents. Base on mathematical model to forecast the amount of household appliances demanding in rural market in the future, it makes a conclusion that potential of the market is huge. In the end, this paper analyzes the marketing problems of household appliance in Shanxi rural, meanwhile it advises household appliance enterprises could take strategies of fractionizing market, purposeful using 4P's marketing tools, word of mouth marketing tactics and secondary marketing tactics to exploit Shanxi rural market. This paper provides an exploring way for marketing of household appliance in Shanxi rural market, and it aims to accelerate integration of urban-rural and promote rural economic.