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                ÂÛÎĹؼü´Ê£ºÌåÑé¾­¼Ã ÌåÑéÓªÏú ÓªÏúģʽ Å©´åÊг¡ ÂÛÎÄÕªÒª£º±¾ÎÄÈÏΪ,ÔÚÅ©´åÊг¡ÊµÊ©ÌåÑéÓªÏú,Ó¦¸Ã´ÓÅ©´åÊг¡µÄÌصã³ö·¢,×öºÃÒÔϼ¸·½ÃæµÄ¹¤×÷:ÌṩÅàѵ»ú»á,´´ÔìѧϰÌåÑé;´ø¶¯Å©ÃñÖ¸»,´´ÔìÊÕ»ñÌåÑé;ÖØÊÓ¿É»§¹µÍ¨,¼ÓÇ¿Çé¸ÐÌåÑé;µ÷²é´ÙÏú·½Ê½,´´Ôì¿ìÀÖÌåÑé;°ÑÎÕÅ©´åÐèÇó,Ìṩ¸öÐÔÌåÑé¡£ Abstract:This article holds that the implementation of the rural market experience in marketing, should be the characteristics of the rural market, do a good job in the following areas: the provision of training opportunities and to create a learning experience; rich farmers, and create harvest experience; importance of communication to families, to strengthen the emotional experience ; investigation promotions, and created a happy experience; grasp of rural demand, personalized experience. Key words: Experience economy; experience marketing; marketing model; rural market Ò»¡¢ÌåÑéÓªÏú¸ÅÊö 1£®ÌåÑéÓªÏúµÄ¸ÅÄî¡£ ÌåÑéÓªÏúÊÇÕ¾ÔÚÏû·ÑÕߵĸйÙ¡¢Çé¸Ð¡¢Ë¼Î¬¡¢Ðж¯¡¢¹ØÁªµÈ5¸ö·½Ã棬ÖØж¨Òå¡¢Éè¼ÆÁËÓªÏúµÄ˼¿¼·½Ê½¡£ 2£®ÌåÑéÓªÏúÇø±ðÓÚ´«Í³ÓªÏúµÄÌصã¡£ ÌåÑéÓªÏú×îÖ÷ÒªµÄÌصãÊÇÒÔ²úÆ·»ò·þÎñΪý½é£¬ÆóÒµºÍÏû·ÑÕß½øÐÐÐÐΪºÍÐÄÀíµÄ»¥¶¯£¬´Ó¶øʵÏÖÁ½ÕßµÄÉî²ãÈÏͬ¡£×÷ΪһÖÖÐÂÓ±µÄÓªÏú·½Ê½£¬ÌåÑéÓªÏúÓ봫ͳӪÏúÏà±ÈÓÐ×ÔÉíµÄÌص㣺(1)ÒÔÏû·ÑÕßµÄÌåÑéΪÖÐÐÄ¡£(2)ÒÔÉç»áÎÄ»¯Îªµ¼Ïò¡£(3)ÒÔ¸ÐÐÔÓªÏúΪ֧µã¡£ 3£®ÌåÑéÓªÏúµÄ·½·¨¡£ ÌåÑéÓªÏúµÄÖ÷Òª²ßÂÔÓУº(1)¸Ð¹ÙʽӪÏú¡£¼´Í¨¹ýÊÓ¾õ¡¢Ìý¾õ¡¢´¥¾õÓëÐá¾õ½¨Á¢Æð¸Ð¹ÙÉϵÄÌåÑé¡£(2)Çé¸ÐʽӪÏú¡£ÔÚÓªÏú¹ý³ÌÖУ¬´¥¶¯Ïû·ÑÕßµÄÄÚÐÄÇé¸Ð£¬´´ÔìÇé¸ÐÌåÑ飬ʹÏû·ÑÕß×ÔÈ»µØÈÚÈëµ½Çé¾°ÖÐÀ´¡£(3)˼¿¼Ê½ÓªÏú¡£¼´Í¨¹ý¿ª·¢ÈËÃǵÄÖÇÁ¦£¬´´ÔìÐÔµØÈÃÏû·ÑÕß»ñµÃÈÏʶºÍ½â¾öÎÊÌâµÄÌåÑé¡£(4)Ðж¯Ê½ÓªÏú¡£Í¨¹ýżÏñ¡¢½ÇÉ«À´¼¤·¢Ïû·ÑÕߣ¬Ê¹ÆäÉú»îÐÎ̬µÃÒԸı䣬´Ó¶øʵÏÖ²úÆ·µÄÏúÊÛ¡£(5)¹ØÁªÊ½ÓªÏú¡£Æä°üº¬¸Ð¹Ù¡¢Çé¸Ð¡¢Ë¼¿¼ºÍÐж¯»òÓªÏúµÄ×ۺϡ£ ¶þ¡¢Å©´åÊг¡ÊµÊ©ÌåÑéÓªÏúµÄÖØÒªÒâÒå 1£®¼¤·¢Å©´åÊг¡µÄDZÔÚÐèÇó Ä¿Ç°ÎÒ¹ú½ü13ÒÚÈË¿ÚÖоÍÓÐ8ÒÚ¶àÈË¿ÚÔÚÅ©´å,Å©´åÈË¿ÚÔ¼Õ¼×ÜÈË¿ÚµÄ70%¡£ÔÚ´óÔ¼3ÍòÒÚÔªµÄÉç»áÏû·ÑÆ·ÁãÊÛ×ܶîÖÐ,Å©´å½öÕ¼1.1ÍòÒÚÔª×óÓÒ¡£¿É¼û,Å©´å¾ÓÃñµÄÏû·ÑˮƽÊǺܵ͵Ä,ͬʱҲ˵Ã÷Å©´åÊÇÒ»¸öDZÁ¦¾Þ´óµÄÊг¡¡£½üÄêÀ´,ËæןĸïµÄÉîÈëÒÔ¼°¹ú¼ÒÖƶ¨µÄһϵÁÐÖ¼ÔÚ¼õÇáÅ©Ãñ¸ºµ£,Ìá¸ßÅ©ÃñÊÕÈëÕþ²ßµÄÖð²½Âäʵ,Å©ÃñÊÕÈëÓÐÁËÎȲ½Ôö³¤,Å©Ãñ¶ÔÉÌÆ·µÄÐèÇóÒ²ÓÐÁ˺ܴóµÄÌá¸ß¡£ 2£®ÔöÇ¿Å©´å²úÆ·µÄ´´ÐÂÓ뿪·¢Òâʶ ÌåÑéÓªÏúÇ¿µ÷ÆóÒµÓë¿Í»§µÄ»¥¶¯Óë½»Á÷,¹ÄÀøÏû·ÑÕß²ÎÓë²úÆ·µÄÉè¼Æ,²¢Ìá³öºÏÀí»¯µÄ½¨Òé¡£Ôڴ˹ý³ÌÖÐ,ÆóÒµ½«»ñµÃÏû·ÑÕß¹ØÓÚ²úÆ·µÄ¸÷ÖÖ¿´·¨ºÍÒâ¼û,ÔÚ¸ù¾ÝÏû·ÑÕßµÄÐèÇóÖØиĽø»ò´´Ð²úÆ·¡£ Å©´åÊг¡Ò»Ö±ÒÔÀ´±»Ò»Ð©ÆóÒµµ±³É³ÇÊÐÏû·ÑÕß²úÆ·µÄÇãÏúµØ,ËûÃÇÆô¶¯Å©´åÊг¡µÄÄ¿µÄÊÇÏë´ÓÖлñµÃÀûÈó,ËûÃǹØ×¢µÄÖÐÐÄÊÇÈçºÎ°ÑÏÖÓеĹ¤ÒµÆ·Âô³öÈ¥,ÀûÈóÊÕÉÏÀ´,ÖÁÓÚÅ©´åÐèҪʲô,Å©ÃñÔÚÏëʲô,Æô¶¯Å©´åÊг¡ÒªÎªÅ©´å´øÀ´Ê²Ã´,ÆóÒµ²»Ô¸¶àÏë¡£ÒÔÖÂÔì³ÉÅ©´åÊг¡ÉÏһЩũÃñÕæÕýÐèÒªµÄ²úÆ·¶Ìȱ¡£Æä´Î,ÎÒ¹ú´ó²¿·ÖÆóҵûÓÐרÃŵIJ¿ÃÅÑо¿Å©´åÊг¡,ËûÃǸü¶àµØÒÔ³ÇÊÐΪ²ÎÕÕ¡£ Èý¡¢Å©´åÊг¡ÊµÊ©ÌåÑéÓªÏú²ßÂÔ 1£®ÌṩÅàѵ»ú»á,´´ÔìѧϰÌåÑé ѧϰÌåÑé¾ÍÊÇÆóÒµÕÙ¼¯Ç±ÔÚÏû·ÑÕßѧϰ¡¢ÕÆÎÕ²úƷʹÓü¼ÄÜ,½ø¶øÌå»á²úÆ·µÄ ºÃ´¦ ºÍ Ãî´¦ µÄÏÖ³¡ÌåÑé»î¶¯¡£Ñ§Ï°ÐÍÌåÑé»î¶¯Ö÷ÒªÕë¶Ô ѧϰÐͲúÆ· ʵʩ¡£Ëùν ѧϰÐͲúÆ· ¾ÍÊÇÄÇЩÐèÒªÒ»¸öѧϰºÍÅàѵ¹ý³ÌµÄ²úÆ·¡£¶ÔÓÚ Ñ§Ï°ÐͲúÆ· ¶øÑÔ,´ÙʹÏû·ÑÕßÕÆÎÕʹÓü¼ÄÜ,ÓÐÖúÓÚÆäÈÏÖª²úÆ·,ÌåÑé²úÆ·´øÀ´µÄÃÀÃî¸ÐÊÜ,×îÖÕ˵·þÏû·ÑÕß¹ºÂò²úÆ·¡£ ÏÖÔÚÓÐÐí¶à¸üл»´ú»òÕßÊÇ´´Ð²úÆ·,ÓÉÓڿƼ¼º¬Á¿½Ï¸ß,Å©ÃñÎÄ»¯Ë®Æ½²»¸ß,ËûÃǼ´Ê¹Í¨¹ýµçÊÓ¡¢±¨Ö½¡¢¹ã²¥µÈýÌåÖªµÀÓÐijһ¸ö²úÆ·ºÜÓÐÓÃ,Ò²²»»áÇáÒ×ÌÍÇ®¹ºÂò,ÒòΪ,ËûÃDz»ÖªµÀÔõôÓÃ,¼´Ê¹¿´ÁË˵Ã÷ÊéҲŪ²»Çå³þ²úÆ·µÄÓ÷¨¡£ËùÒÔ,ÆóÒµ¾ÍÓ¦¸ÃÊʵ±µØ¶ÔÅ©´åÏû·ÑÕßÌṩһ¶¨µÄÅàѵ»ú»á¡£ 2£®´ø¶¯Å©ÃñÖ¸»,´´ÔìÊÕ»ñÌåÑé Ä¿Ç°,Å©´åÈË¿ÚËäÈ»ÓÐ8ÒÚ¶à,µ«¹ºÂòÁ¦ºÜµÍ,ÒªÏ뼤»îÅ©´åÊг¡,¾ÍÒªÏÈÈÃÅ©ÃñµÄÊÕÈëÌá¸ß,ʵÏÖÅ©²úÆ·Ó빤ҵƷµÄ¶Ô½Ó¡£Èç¹ûÆóÒµÓëÅ©ÃñÖ®¼ä¿ª·¢Ò»Ð©ºÏ×÷ÏîÄ¿,Å©Ãñ¸»Ô£ÆðÀ´ÁË,¾Í»á²úÉúÇ¿ÁÒµÄÊÕ»ñÌåÑé,ͬʱҲ»á¶ÔÆóÒµ¼°Æä²úÆ·ÓÍÈ»¶øÉúÐÅÀµ¸Ð,»á³ÉΪÆóÒµµÄÖҳϹ˿Í¡£ 3£®ÖØÊÓ¿Í»§¹µÍ¨,¼ÓÇ¿Çé¸ÐÌåÑé Ö»ÓÐͨ¹ý¼ÓÇ¿Çé¸ÐµÄ½»Á÷,ͨ¹ý¸ÐÇéͶÈëµÄ·½Ê½À´»ñµÃÅ©ÃñÏû·ÑÕßµÄÐÅÀµ,ÈÃËûÃÇÔÚÆóÒµµÄһϵÁеĻÖлñµÃÇé¸ÐÌåÑé,¼ÓÉîÏû·ÑÕ߶ÔÆóÒµ¼°Æä²úÆ·µÄÈÏÖª¶È¡£Òò´Ë,ÆóÒµÓ¦¸Ã½¨Á¢¿Í»§µµ°¸,¶¨ÆÚ»ò²»¶¨ÆÚµØÓë¿Í»§±£³ÖÁªÏµ,¼ÓÇ¿¶Ô¿Í»§ÐÄÀíÐèÇóºÍÄÚÐĸÐÊܵķÖÎö,±£³ÖÇé¸ÐµÄÑÓÐø,¼ÓÇ¿¿Í»§Çé¸ÐµÄÌåÑé¡£ 4£®°ÑÎÕÅ©´åÐèÇó,Ìṩ¸öÐÔÌåÑé Å©´åÊг¡µÄÉú»îÌõ¼þ¡¢×ÊÔ´»·¾³¡¢ÎÄ»¯Ë®Æ½¡¢ÉóÃÀ¹Û¡¢¾­¼ÃÌõ¼þµÈÓбðÓÚ³ÇÊÐÊг¡,Å©´åÏû·ÑÕßÓÐ×Ô¼ºµÄÏû·ÑÏ°¹ßºÍÐÄÀí¡£ÓªÏúÖ»ÓÐÕë¶ÔÅ©´åÏû·ÑÕߵĸöÐÔ ¶ÔÖ¢ÏÂÒ© ,²Å»áÓ®µÃÊг¡¡£Å©´åÏû·ÑÕߵĸöÐÔÌåÏÖÔÚ¶ÔÉÌÆ·ÒªÇó¼Û¸ñÊÊÖС¢¹¦ÄÜʵÓᢷþÎñ¿É¿¿µÈ¡£ÆóÒµÖ»ÓÐÕë¶ÔÅ©´å¼°ÆäÏû·ÑÕßµÄ ¸öÐÔ ,¿ª·¢³öºÏÊʵIJúÆ·,²Å»á´ò¿ªÅ©´åÊг¡¡£ ²Î¿¼ÎÄÏ×: [1] ÕÅÒà÷.ÆóÒµÓ®µÃ¾ºÕùÓÅÊƵÄÐÂÕ½ÂÔ.ÌåÑéÓªÏú¡²J¡³.¾­¼ÃÇ°ÑØ,2004(5) [2] ÖÜÑÒ,Ô¶½­. ÌåÑéÓªÏú¡²M¡³.±±¾©:µ±´úÊÀ½ç³ö°æÉç,2002 [3] Ô¬ÀÖƽ.ÌåÑéÓªÏú£ºÒԹ˿ÍÌåÑéΪ¼ÛÖµËßÇó[J].¾­Ã³µ¼¿¯£¬2002£¨8£© [4]. Ëïͬ³¬.о­¼Ãʱ´úµÄÓªÏú´´Ð ÌåÑéʽӪÏú[J].ÏÖ´ú¹ÜÀí¿Æѧ£¬2003£¨3£© ¡¾¡¿ ÔðÈα༭£ºÀÏA ÖÐСÆóÒµÓªÏúÕ½ÂÔ̽Îö

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