Research On Segmentation And Marketing Strategy Of Rural Residents’ Consumer Market Based On Structural Evolution

In the new era,the main contradictions in our society have been transformed into contradictions between the people’s increasing needs for a better life and imbalanced and inadequate development.In addition to the resident consumption structure,it can reflect the degree of preference of local residents,but also reflect the income of residents,the quality of life of residents,and the level of regional economic development.In this context,the analysis of the evolution trends and rules of the consumption structure of rural residents in Hunan will help companies better serve the rural consumer market,meet people’s needs for a better life,and formulate marketing mix strategies suitable for the development of the rural consumer market.Based on the perspective of structural evolution,this article uses the methods of theoretical analysis,literature retrieval,and descriptive statistics to study rural Hunan in2014-2018.This article analyzes the evolution trend and law of the consumption structure of rural residents in Hunan,and uses the two indicators of average location entropy and average consumption growth rate to classify the market types of rural residents’ consumption markets in 14 cities and states in Hunan.Based on this,the marketing mix strategy by market type is studied.The research results show that the consumption structure of rural residents in Hunan has evolved from a survival type to a development type;Hunan’s rural residents’ consumption market can be subdivided into four types of consumption: the initial consumption market,the growth consumer market,the mature consumer market,and the decline consumer market Market,and different types of consumer markets have different marketing mix strategies such as products,prices,channels,and promotions.In the initial consumer market,companies have survived and developed rapidly in market segments through the implementation of product portfolio strategies and penetration pricing strategies,combined with the "direct channel + online consignment" strategy,and the use of "advertising + public relations" promotional methods;In the growing consumer market,companies have implemented strategies to improve product quality,increase product variety,improve packaging styles and colors,and use casual market pricing strategies,combined with the strategy of "wide distribution channels + online marketing indirect channels",using "Advertising + personnel promotion ”to increase its market share and competitiveness;in the mature consumer market,companies implement product improvement strategies and price adjustment strategies,combine“ online + offline ”channel strategies,and use“ advertising + Business promotion " promotion methods to maintain and expand its market share and competitiveness;in the consumer market in the recession period,companies implement product line supplementary strategies and promotional pricing strategies,combining " direct + indirect " channels to expand the network Strategiessupplemented by distribution channels,using sales promotion strategies to slow down businesses Superseded by speed.The results of the study are not only instructive for the expansion of the rural market by relevant companies,but also for the consumption of one of the eight categories of rural residents.