The Research Of Developing The Market Of Electrical Household Appliances In The Chinese Rural Market

Under the reform and open policy in china, the electrical appliances industry is following up, it has completed the transition from industrial initial stage to the mature stage only used more than 20 years and has become one of the most successful professions in domestic development. During this process, the urban market and the international market have been the two harness of vehicle to draw our country electrical appliances industry growth to expand. However, as the global Crisis Economics spread recklessly, the demand of international market largely dropped, and on the other hand, the number of urban electrical appliances'ownership has achieved a high level, so, the urban market draws to the saturated. The profession of our country's electrical appliances is facing the severe test. The huge demanding difference between our country's dual economic structures will be the growth potential in the electrical appliances profession. The new direction of the electrical appliances industry will be the huge and mature rural market.As the policy supporting to building the new socialism rural construction,"the electrical appliances went to the country"as well as the enhancement of the farmers living standard had indicated that the electrical appliances market in the countryside have been started, and the prospect is broad. The countryside electrical appliances market is different with the city market which one the enterprise have already being familiar. If the enterprise wants to develop the rural market, first they should understand the demanding characteristic of the rural market and the consumption psychology, consumption characteristic, consumption habit of the farmer. Then, they should make the mix adjustment of the product and explore and he product which suits the rural market. Moreover, fixing price and marketing channel, marketing strategy in the rural market are also far different with the city market which enterprises have been already familiar. As the main part of the market, the enterprise's marketing strategies play an important part to the quality about the exploring of rural market.Combines to the national macroeconomic policy and the marketing strategy of the electrical appliances enterprises, this article plans to use the present situation, the characteristic, the potential consumption of the rural market and the questions which the electrical appliances enterprises faces in the process of developing the rural market to analysis how to Developing the Market of Electrical Household Appliances in the Chinese rural market.