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农村银色保健品市场的快速发展,受到了众多商家的高度关注,而如何把握农村老年人市场的需求特点,开展有效的营销组合设计,是能否在这个广大潜力市场成功发展的关键。考虑到这一市场在产品上,比较注重核心产品,品牌偏好不强;在价格上,注重性价比,求实动机明显;在渠道要求上,注重便利性,喜欢就近购买;从促销角度看,购买行为比较被动,信息不通畅等诸多特点,笔者坚定认为产品应该是进入农村市场的根本,价格应该适应需求水平,渠道应该是致胜的通路,促销应该是竞争的利器,并在此基础上提出了自己的发展对策。
The rapid development of rural silver health care products market has attracted the attention of many businesses. How to grasp the characteristics of the needs of the elderly market in rural areas and carry out effective marketing mix design is the key to the successful development of this market. Taking into account the market in the product, more emphasis on core products, brand preference is not strong; in price, focus on cost-effective, realistic motivation obvious; in the channel requirements, focusing on convenience, like to buy nearby; from the promotion point of view, the purchase behavior More passive, the information is not smooth and many other features, I firmly believe that the product should be the fundamental to enter the rural market, the price should be adapted to the level of demand, the channel should be the path to success, promotion should be a competitive weapon, and on this basis put forward their own Development strategy.