目前,我国家电产业发展中,最为突出的问题是生产能力过剩与市场容量之问的矛盾,因此如何有效地开发农村市场无论是对整个家电产业还是对特定的企业来说都具有一定的现实意义。我国西部农村地区,地域辽阔,人口分布不均,经济发展水平差异巨大,农民对家电产品的购买能力、消费观念、消费环境的差别更是错综复杂。 At present, the most prominent problem in the development of China’s home appliance industry is the contradiction between excess capacity and market capacity. Therefore, how to effectively develop the rural market is of practical significance both for the entire home appliance industry and for specific enterprises . The rural areas in the western part of our country have vast territories, uneven population distribution and huge differences in economic development. The peasants’ purchasing power, consumption concept and consumption environment are even more complicated.