摘要：我国家电业自发展之初就一直保持了很好的发展势头，尤其是经历了改革开放与市场经济更促进了家电业的发展。但是，随着家电在城市的普及，城市的需求已接近饱和，加上金融危机出口不理想，农村巨大的区域使得开发农村市场成为最佳发展方向。事实也证明农村是值得开发而且需要开发的领域，因为随着国家近年来对农村建设速度的加快，对三农的大力扶持，农村已经取得了较大的经济发展，有追求物质享受的需求和能力，家电产品正是他们缺少的。对农村家电市场的开发，首先解决了家电企业的生存与发展问题，有新的市场支持；其次对国家经济的发展也起到促进作用，有利于缩小城乡差距，均衡发展；最后对于农民及农村而言，提高了生活水平。对农村家电业进行开发是对多方有利的，但是在开发的过程中会出现问题，需要认真对待。本文首先对我国的家电环境分析，然后进行农村的市场分析，具体为市场选择、产品选择、价格定位、渠道选择的分析。最后对市场的不足提出建议：加大广告宣传、改善家电售后服务、改善消费环境。

关键词：家电；农村市场；开发策略

Abstract:Our country will keep a good momentum of development，since the early development of home appliances，especially after reform and opening up and the market economy promoted the development of home appliances more．But，as in the popularity of city home appliance，the city has been closed to the saturated demand，and financial crisis export is not ideal，the rural area of great development of rural markets that become the best development direction．The facts prove that the rural needs development and is worthy to be developed．Because as countries to the countryside construction to speed up in recent years，the strong support for agriculture，rural areas and farmers，it has made great economic development，it has the pursuit of material comforts and demand，home appliance product is just what they lack．With the rural home appliance market development，it firstly solve the home appliance enterprise's survival and development issues，there is a new market support；second，the state of the economy development also play a role in promoting，to shorten the gap between urban and rural areas，make the development balanced；finally for the farmers and rural areas，it improves the standard of living．The rural home appliances development is beneficial to many．But in the process of the development，it will be problems that need to be taken seriously．In this paper，we make the analysis of the home appliance environmental to our country，and then　make the analysis to the rural market，specifically for market selection，product selection，price position，channel choice．Finally the suggestions for market recommendations：increase advertising，improve after-sales service，improve home appliance consumption environment．

Key words：home appliance；rural market；development strategies