摘要随着“三农”政策在农村地区的实施，农村这个广阔的市场受到各领域的广泛关注，把农村潜在的巨大消费需求转化为现实购买力，则能为我国日益形成的强大生产力提供有力支撑，为国民经济提供持久拉动力。国家制定了“家电下乡”的政策借此拉动内需，进一步开拓农村市场，此政策实施三年来取得了显著的成果，促进了家电行业的发展，是家电行业在农村营销方面的一次重大转机，也在一定程度上改善农民的生活质量。本文采用PEST分析法对家电下乡实施政治、经济、社会和科技方面的环境进行细致的分析，了解到家电下乡的有利环境与制约因素，并辅以临沂地区为例，对家电下乡实施的实际环境中所出现的问题进行分析，提出针对政府与企业的有力策略，并在实施过程中引入绿色营销模式，给农村、家电企业和社会带来良性循环，绿色营销模式的引入是本文的一个创新之处。要做好家电下乡持续发展，就要把国家宏观调控与市场竞争紧密结合，运用科学合理的分析手段进行策略研究。关键词（本论文范文的主要论点）：家电下乡；PEST；三农；绿色营销ABSTRACTWith the implementation of “ Agriculture Farmer and Village” policy inin village region, Village as the vast market is drawing extensive concern.Convertingthe rural potential huge purchasing power consumption demand into reality is formed to provide strong supportfor our powerful productivity, and provides enduring pulling power of national economy. The nation drew up the policy of 'the appliance goes to the country' to stimulate domestic demand,and develop the rural market,the implementation of this policys has achieved remarkable results in the last three years, and promote the development of the household electrical appliance industry, this policy not only promotes the development of household industry but also improves thequality of peasant life. This paper use PEST analysis method to analysis the political, economic, social and technological environment of implementation of this policy , supplemented by linyi area as an example, analyzingthe problems that will come out during the implementation in countryside environment ,and put forward the emollient strategy of aiming at the government and business enterprise, and in the process of carrying out in lead into green marketing mode, bring village, appliance business enterprise and society a virtuous cycle, leading of green marketing mode's going into is the place of textual innovation.To keep this policy developing well, the national macro-control should be closely integrated with the market competition, using scientific and rational analysis to carry out the strategy study.Key words：Appliance countryside; PEST analysis; Agriculture; Green marketing
目 录
摘要………………………………………………………………..…….….…………….. .I
ABSTRACT………………………………..………….……………………..…………….II
一、前言.……………………….………………………………………….….……………..1
二、PEST理论概述..……….………...………………………………….….……………..2
(一) 政治要素………………………..………………………………………………..2
(二) 经济要素……………..………………………….……………...………………..2
(三) 社会要素………………………….………………………....…………………..2
(四) 技术要素…………………………………………………...………….………...2
三、家电下乡的的外部环境分析——PEST分析法……...…………….….……………..3
(一) 家电下乡产生的背景.........…..….………………………….…..….………….3
1. “三农”政策的实施…………………………………...………………………..3
2. 美国次贷危机的影响……………………..….……………...………………..3
(二) PEST分析法…………….……………………...…………….………….………..3
1. 政治环境…………….……………………....…………….………….………..3
2. 经济环境...........................................…….....…………….………….………..5
3. 社会环境....................................………………………….…....……..………6
4. 技术环境....................................………………………….…....……..………7
四、以山东临沂地区为例进行问题分析………..……………………….….……………..8
(一) 临沂地区人口及经济发展状况…………….....…………….………….………..8
(二) 运用PEST进行问题分析.................………......…………….………….………9
1. 政策方面，手续繁琐抑制消费.......………………………….…....……9
2. 经济方面，企业策略产生误差…………...…….………………………….9
3. 社会方面，消费观念淡泊盲从………...……….………………………….9
4. 技术方面，企业与销售商策略不完善……...….………………………….9
五、家电下乡的策略研究…….…………………………….…………….….……………11
(一) 政府方面.....…………………………………....…………….………….………11
1. 发展农村经济，增加农民收入.......………………………….…....……11
2. 加强基础设施建设，简化补贴手续………….………………………….11
3. 完善农村社会保障制度……………………….…..……………………….11
4. 对家电下乡产品进行最高限价的调整……….………………………….11
(二) 企业方面...........................………......……………………….………….………12
1. 把握农民消费心理，进行企业产品重新定位…………….…....……12
2. 形成供应、销售及维修一体化服务体系…….…..……………………….12
3. 企业树立品牌意识..…………………………….………………………….12
4. 加强以旧换新的实施力度……………..……….………………………….13
结论......................………….………….……………………..….……...…..….………..14
参考文献......................…………….…………………..….…..……………….………15
致谢......................………………….……………………..…….…………...……………16
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