| 企业开拓农村商业市场研究——基于金字塔底层战略理论 |
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| 引用本文： | 王勇,吴志能.企业开拓农村商业市场研究——基于金字塔底层战略理论[J].重庆工商大学学报(自然科学版),2012(7):55-57,63. |
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| 作者姓名： | 王勇 吴志能 |
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| 作者单位： | 重庆工商大学经济贸易学院;南京林业大学 |
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| 摘 要： | 金字塔底层战略为企业开拓农村商业市场提供了新的理论基础。打破企业市场选择的占优逻辑是实现农村市场开拓创新的前提。根据农村市场异质性的特征,从管理、市场、价值链和制度四个方面探索企业开拓农村商业市场的新路径。
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| 关 键 词： | 金字塔底层战略 企业 农村市场 |
Research on Opening up Rural Business Markets Based on BOP Theory |
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| WANG Yong,WU Zhi-neng.Research on Opening up Rural Business Markets Based on BOP Theory[J].Journal of Chongqing Technology and Business University:Natural Science Edition,2012(7):55-57,63. |
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| Authors: | WANG Yong WU Zhi-neng |
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| Institution: | 1.School of Economic and Trade,Chongqing Technology and Business University,Chongqing 400067,China; 2.Nanjing Forestry University,Nanjing 210037,China) |
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| Abstract: | The Bottom of Pyramid(BOP) strategy indicates that there is an innovative mode that can be sought to dig the enormous wealth existed in the bottom of pyramid and,at the same time,to achieve the unified development of enterprises and society.First,this paper puts forward that breaking the dominant logic on choosing markets for enterprises is the premise to achieve the innovation in opening rural market.By analyzing the heterogeneity characteristics of countryside market,this paper explores the innovation paths in rural commercial markets through four aspects: management,marketing,value chain and system to provide reference for the development of rural markets. |
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| Keywords: | BOP strategy rural market innovation |
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