Marketing

Management Science and Engineering

Vol.1 No.2 December 2007

THE MARKETING STRATEGY OF THE RURAL MARKET IN THE INFORMATION AGE

Li Zhen1

Abstract: With the approach of the information age and the fast development of the communication enterprises in the countryside, the rural consumer market also developes in the direction of "informatization". However, these enterprises have to deal with the… market. intense competition and the saturated situation of the city market, Therefore one of the important goal of these enterprises is to utilize the rural market’s information platform effectively and tap fully the potential of the rural market. After analyzing the main characteristics and the consumer potential of the current rural market, the article proposes some useful marketing strategies for the development of the rural market in information age, which have the practical significance for the enterprise development in the rural market. Key words: Information age, Rural consumer market, Marketing strategy

1. INTRODUCTION

The research of rural market derives from the West. From the ending of the 19th century to the beginning of the 20th century, the American city and countryside market scale expanded rapidly, which means both sides of business no longer mutually understood like past; the information, the promotion and so on are more and more important; The industrial production rapidly developed. The industrial products surpassed the market demand, which transformed the market into a buyer market. Distribution system changed, and the function of middleman was day by day obvious. The judgment that the traditional free competition inevitably collects the effect in the market started fluctuation. The market grew from bud stage to its full development, marketing theory schools about market analysis and, marketing research are various, such as the macroscopic market marketing school, the consumer principle school, the system approach school, the buyer behavior...