摘要
伴随着经济社会快速发展,农村消费能力与水平较之以前有了明显改观,农民消费需求明显增加,激发了一部分农民的创业热情,一批生于农村的小微企业次第出现。以豫南农村地区40户家具企业的调查与访谈为基础,从创业者个体特征、生产特征、营销特征和可持续发展特征四个方面对农村家具企业的发展特征进行分析。结果发现:农村家具企业以小微企业为主,创业者多为村中精英阶层,创业原因复杂多元;专业化、定制化和本地化是其共同生产特征,且均处于初级阶段;重视质量、价格、口碑是其营销特征,主要依靠熟人社会的声誉传播;主动开发市场需求的产品、强化质量意识、整合资源与扩大规模是其持续发展的重要特征,但由于经营者能力素质差异、区域环境与市场波动等因素使得这些企业可持续发展面临多重困难和挑战。
With the rapid development of our society,the level and ability of rural consumers have changed a lot,the demands of the rural area have been growing fast,as a result,there are small micro enterprises coming into our sight. Basing on the surveys and interviews of 20 furniture enterprises from rural area of Southern Henan province,we analyze the characteristics of rural furniture enterprises from four aspects which are characteristics of entrepreneurs,characteristics of production,characteristics of marketing,and characteristics of sustainable development. We conclude that small and micro businesses dominate the rural furniture market and the entrepreneurs are elite in the rural area,and the reasons for business are variety; professional,customized and localization is their characteristics of production,and mainly rely on the reputation spread of acquaintance society; attaching great importance to quality,price and reputation is their characteristics of marketing; actively developing the market demand,strengthening quality,integrating resources and scaling up is an important characteristic of their sustainable development,but because of the different operator ability quality,the regional environment and the market volatility,making these enterprises developing sustainably is facing multiple difficulties and challenges.
出处
《郑州航空工业管理学院学报》
2016年第1期75-80,共6页
Journal of Zhengzhou University of Aeronautics
基金
中央高校基本科研业务费专项资金资助项目(BLX2014-58)
北京市社会科学基金资助项目(15JGC179)
国家林业局林业软科学研究资助项目(2015-R23)
关键词
家具企业
农村企业
豫南地区
furniture enterprise
rural enterprise
rural area of Southern Henan province
