摘要经济快速发展，人民收入水平提高，原先的投资拉动型发展方式慢慢向内需拉动型发展方式转变，扩大内需，提高居民消费水平，促进消费结构升级，已然是社会发展的要点；而中国最庞大的农村消费市场，受消费层级、收入分配和供给能力差异等因素影响，发展缓慢，供需不匹配。对大多数企业而言，一直重视城镇市场，忽略农村市场的重要性，农村营销不到位。本文以农村居民消费市场为研究对象，分析农村居民消费行为的特点，调查企业发展农村市场的制约因素，并基于上述研究，探讨企业目前发展的问题，以及如何采取因地制宜地发展农村消费市场，进一步促进农村消费升级。88424

Abstract：With the rapid economic development and the improvement of people's income level, National strategic direction shift from investment-led approach to development to domestic demand-led approach to development。 Expanding domestic demand, increasing the consumption of residents and promoting the upgrading of consumption structure has become a top priority。 Factors affecting China's largest consumer market in rural areas, subject to consumption levels, income distribution and supply capacity differences, lead to slow development 。Supply and demand do not match。 For most enterprises, mainly to the urban markets, supplemented by rural markets, rural marketing is not in place。 This article takes the rural residents' consumption market as the research object, analyzing of the characteristics of rural residents' consumption behavior and to study the factors that affecting the consumption of rural residents to upgrade。 And based on the above basis, we explore how enterprises to stimulate consumer demand for rural consumers, to take what marketing strategy to develop the rural market, to occupy more market share and to enhance rural consumption upgrade in the consumer boom。

毕业论文关键词：消费升级； 农村市场； 企业营销战略；

Keyword: Consumption upgrade； Rural market； Corporate Marketing Strategy

1引言 3

1。1选题背景及意义 3

1。2研究内容 3

1。3本文创新点 3

2文献综述 4

2。1农村居民消费升级研究源Y于Y优E尔Y论L文W网wwW.yOueRw.com 原文+QQ752018.766 的相关文献 4

2。1。1关于消费升级的定义及我国出现的三次消费升级 4

2。1。2针对当下消费升级的一些新解释 4

2。1。3农村居民消费升级的现状 4

2。2企业营销战略相关文献 5

2。2。1营销战略概念 5

2。2。2营销战略实施的程序 5

3农村消费升级的现状及企业发展农村市场的制约因素 5

3。1农村消费升级的现状 5

3。1。1农村居民逐渐从生存型消费向发展型消费转型 5

3。1。2消费需求个性化和多样化 6

3。1。3农村居民从逢节日消费越来越倾向于日常消费 6

3。1。4农村消费行为越来越理性化 6

3。1。5农村消费者更加重视产品质量与品牌 6

3。2企业发展农村市场的制约因素