本文从感知价值的角度研究了非耐用消费品消费的城乡差异,发现农村地区的居民对同样价格下的产品质量评价较高,对同样质量下的产品价格也更为满意。由此说明,农村居民在消费方面比较宽容,在同样情况下,开拓农村市场所需的营销成本较低,在农村实行低价营销策略并不是最优的策略。 From the perspective of perceived value, this paper studies the urban-rural differences in the consumption of non-durable consumer goods, and finds that residents in rural areas value higher product quality under the same price and are more satisfied with the product price under the same quality. This shows that rural residents are more tolerant in consumption. Under the same circumstances, the marketing cost required for rural market development is relatively low. Therefore, implementing low-cost marketing strategies in rural areas is not the optimal strategy.