CAJ | 학술논문

针对农村消费者的流动性和市场非饱和性,提出基于重叠效应的农村市场渗透模型。根据扎根理论,提取影响我国农村通信市场渗透增长的产品属性、客户属性和重叠效应三类要素。采用中国农村通信服务市场实证研究,通过联合价值评估方法,发现市场重叠和市场差异结合程度既共同直接影响,也通过产品属性和客户属性间接影响农村通信市场渗透增长,而产品属性效应和客户属性效应也分别作用于市场渗透增长。研究显示：只有深入分析农民工作为技术或者信息服务接受者的角色和多重特征,才能获知有效的客户需求和价值诉求;只有准确挖掘产品多重价值属性,才能达到农村市场的价值效应最大化。
침대농촌소비자적류동성화시장비포화성,제출기우중첩효응적농촌시장삼투모형。근거찰근이론,제취영향아국농촌통신시장삼투증장적산품속성、객호속성화중첩효응삼류요소。채용중국농촌통신복무시장실증연구,통과연합개치평고방법,발현시장중첩화시장차이결합정도기공동직접영향,야통과산품속성화객호속성간접영향농촌통신시장삼투증장,이산품속성효응화객호속성효응야분별작용우시장삼투증장。연구현시：지유심입분석농민공작위기술혹자신식복무접수자적각색화다중특정,재능획지유효적객호수구화개치소구;지유준학알굴산품다중개치속성,재능체도농촌시장적개치효응최대화。
In consideration of the mobility of rural consumers and unsaturated market, this paper proposes a rural market penetration model based on overlapping effect. Based on the principle of grounded theory, this paper extracts three kinds of elements influencing the growth of rural communication market penetration in China, which are product attributes, customer attributes and overlapping effects. The study shows that market overlapping and market differences directly influence the growth of rural communication market penetration, and also indirectly influence it through product attributes and customer attributes, while product attributes and customer attributes also have effect on market penetration growth respectively. The study shows： only by in-depth analysis of rural migrant workers and their multiple features as technology or information service recipients, can effective customer demands and value pursuits be obtained; only by accurately mining the multiple attribute values of products, can the value effect of rural markets be maximized.