On The After-sale Services Of "Sending Home Appliances To The Countryside" In Anhui Province

After several decades of development, China's home appliances manufacturing industry has achieved a pivotal position in domestic and international markets.Changes in domestic and international markets in recent years, coupled with the international financial crisis, international market demand shrunk. To ensure the growth of development, adjusting the industrial and product structures and integrate capacity, the state and enterprises will turn their attention to domestic demand. Our country has a vast rural market which has great potential.At the same time, improve the quality of life of rural residents have increasingly become a focus of government. To this end,since 2007,our country implemented the policy called " Sending Home Appliances to the Countryside". This project is jointly sponsored by the National Treasury and the Ministry of Commerce. The policy aims to comply with the new trends in rural consumption upgrade, using fiscal policy and trade policy, guiding and organizing companies and vendors, in order to develop and produce the home appliances for rural consumers.The procucts which have low price good quality. Meanwhile,meet the needs of after-sale services.The policy gives financial subsidies to the farmers who purchase specified products with a certain percentage(13%) of the price. It can activate the purchasing power of farmers, expand rural consumption and coordinate the development of domestic and external demand. From December 2007, launch a pilot project in three provinces and one city:Shandong, Henan, Sichuan and Qingdao. A year later, of the view in summing up the experience on the basis of the pilot, the Ministry of Finance and the Ministry of Commerce decide to promote the project in a broader range which including 14 provinces,, autonomous regions, municipalities and cities, including Anhui provinceRural Consumer Electronics Subsidy Program is a specific policy. It is an important measure which can thoroughly implement the scientific concept of development and actively expand domestic demand. It's an innovation and breakthroughs of fiscal and trade policy. It's also a good policy to support and benefit the agriculture.However, in the implementation process, as China's national conditions, there are many problems in rural market, for example, the imperfection of saling channel, especially the missing of after-services system.In some rural area, the home appliances'fault can't obtain timely maintenance. In this case, the enthusiasm of farmers to purchase household appliances will be undermined, because the rural comsumers can not really get the convenience. Thus, the policy ineffective. Can be seen, perfect after-sales service is important appliances to the countryside.From December 1,2008, Anhui Province started implementing "Sending Home Appliances to the Countryside". This thesis based on actual survey data on rural area home appliances after-services from the 12 cities in Anhui Province of the first half of 2009. The 12 cities including Anqing, Bengbu, Bozhou, Fuyang, Chizhou, Ma On Shan, Chaohu, Lu, Wuhu, Suzhou and Tongling. Analysis indicates that in Anhui Province, the project carried out in good condition. Meanwhile, there is strong demand of after-sale services in rural area. However, the service has low level and narrow coverage, either the dealer cost or the maintenance cost are both very high. While the policy support and propaganda are still not enough, and the enterprises'standards are not uniform. These are not conducive to the realization of policy objectives. According to the survey results of the study, the thesis will analyze the causes and propose policy recommendations to solve the problem in multi-angle.