摘 要随着经济的发展，城市家电市场已趋于饱和，增长潜力降低，大多数家电生产企业把目光放在农村家电市场，同时由于农村居民收入的稳步提升，消费潜力迅速提高，加上国家“家电下乡”和“以旧换新”政策的实施，农村家电市场迎来春天，市场前景广阔，农村家电市场竞争也进入白热化阶段。4PS营销理论作为市场营销学中的经典理论，从20世纪60年代产生到现在，经过几十年无数学者的补充、完善，使其在市场营销学中处于一个极其重要的地位，并且依然不过时，对于指导现在和今后的市场营销实例仍然具有重要的指导意义。本文以中国农村
摘 要
随着经济的发展，城市家电市场已趋于饱和，增长潜力降低，大多数家电生产企业把目光放在农村家电市场，同时由于农村居民收入的稳步提升，消费潜力迅速提高，加上国家“家电下乡”和“以旧换新”政策的实施，农村家电市场迎来春天，市场前景广阔，农村家电市场竞争也进入白热化阶段。
4PS营销理论作为市场营销学中的经典理论，从20世纪60年代产生到现在，经过几十年无数学者的补充、完善，使其在市场营销学中处于一个极其重要的地位，并且依然不过时，对于指导现在和今后的市场营销实例仍然具有重要的指导意义。
本文以中国农村家电的现状、问题、潜力等为基础，通过研究分析农村家电市场的营销环境和消费行为，并通过STP分析，市场细分、市场选择、市场定位等，表明农村家电市场的广阔潜力，并针对这一市场，以4PS营销理论为基础，主要分析产品策略、价格策略、渠道策略和促销策略在重庆市农村家电市场的应用。表明4PS理论对于农村家电市场营销具有重要、实用的指导意义。
关键词：农村家电市场，营销环境，市场细分，4PS理论
ABSTRAC
With the booming of economy, the market of urban household electrical appliances has become saturated, causing to its lower growth potential. As a result, most household appliances enterprises focus on rural market. Meanwhile, rural home appliances market ushers in spring with broad prospects because of the steady increase of income of rural residents, the rapid increase in consumption potential, as well as the implementation of "home appliances to countryside" and" old-for-new" policy. However, the market competition of rural households appliances has entered into white-hot stage.
4PS marketing theory as the classical theory in marketing, from the 1960s to the present, after decades of countless scholars supplement, improve, and it is an extremely important position in the marketing, and is still, howeverstill an important guiding significance for the guidance of present and future marketing instance.
In this paper, the status quo of China's rural home appliance, the potential is based on rural marketing environment of the home appliance market and consumer behavior, and through the STP analysis, market segmentation, market selection, market positioning, through research and analysis, indicating that the vast rural home appliance market4PS marketing theory, the potential for this market-based, the main analysis of the product strategy, pricing strategy, channel strategy and promotional strategy for rural home appliance market in Chongqing. Show that the the 4PS theory for the rural household appliance marketing has important practical guidance.
KEY WORDS：rural household appliances market, marketing environment, market segmentation, 4PS theory
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