社会资本理论对开拓农村市场的启示

社会资本是建立在人们之间的关系网络基础上的情感、信任与规范等,它能够通过推动人们之间的行动来提高共同体的工作效率。本文运用社会资本理论,分析企业应该怎样利用社会资本来开拓农村市场。农村市场有不同于城市市场的特点不能把城市中的营销手段简单地移植到农村市场。企业开拓农村市场要做到:与农村社团建立好关系;企业文化要与农村文化融合起来;与农村的联系要制度化。

The Enlightenment of Social Capital Theories to Expand the Village Market

The social capital is emotion trusts and norm etc ,established in relation network of people, it can increases work efficiency of common by pushing people activities. This article analyze the business enterprise how to expand the village market by making use of the social capital theories. There are the different characteristics between city market and village market, the business enterprise expanding the village market should attain: Establish the relation with the village association; the corporate culture should melt with village culture; the contact with the village should systemize.