1Analysis of the appliances to the countryside policy implementation problems and suggestions for improvementAbstract home appliances is a national support and benefit agriculture, expanding domestic demand, stimulate production, to maintain stable and rapid economic growth, macro-control policies, the people, interest rate, Quo, but implementation has exposed some not ignored: farmers did not deserve benefits, financial subsidies to be divided up in disguise, unfair competition among enterprises increased further this end, the need to create a good environment for policy implementation, the policy effectively adjust and improve the implementation of supporting control measures to effectively implement the farmers may benefit, companies have to market, the Governments policy objectives more popular. Keywords home appliances countryside; financial subsidies; successful enterprise; sales outlets Home appliances to the countryside policy on 2December 1, 2007 onwards in Shandong, Henan, Sichuan pilot, December 1, 2008 extended to 14 provinces, municipalities and autonomous regions, February 1, 2009 covering the whole country. On policy background of the financial crisis facing the export environment is poor, the urban market saturation, the purpose is to guide the enterprises to expand rural home appliance market, stimulate domestic demand and promote economic growth, according to policy, the farmers in the successful distribution companies and Direct to join or authorized outlets, to purchase successful manufacturers of televisions, washing machines, refrigerators (freezers), cell phones, air conditioning, computers, water heaters, microwave oven, induction cooker, electric bicycle 10 categories, more than 1,000 models of successful products in the price ceiling of bid price by 13% to enjoy the financial subsidy, farmers purchase of household appliances of each type 2. China has 900 million farmers, the rural market has great development potential, but the purchasing power of farmers and low income levels, willingness to buy is not strong Financial subsidies can effectively increase market demand, while in the support 3and benefit agriculture, expand rural home appliance market, but the people, Lee Enterprise, Quo policy implementation has revealed some problems can not be ignored, if these problems are not promptly and effectively resolved will directly affect the effectiveness of policies. A home appliances the problems in policy implementation and Analysis 1.1 Farmers home appliances lukewarm response Home appliances the policy is to expand rural consumption, improving their quality of life, promote the building of new socialist countryside is an important initiative, launched in the country more than a years time, but the investigation into the situation, farmers The support and benefit agriculture policy does not show their enthusiasm for subsidies to poor response. analysis of the main reasons are: (1) low living standards of farmers Chinas low income level of farmers, safeguard measures are not perfect, future income growth is expected to be difficult to determine, is the home appliances the main 4difficulty .10 years, Chinas per capita annual net income of farmers from 2253.4 yuan to 5,153 yuan, is likely to exceed 2010 5,500 yuan, while achieving significant growth, but income levels are still low, and the uneven distribution of the more eastern, central and western poorer, far more than the eastern part of central and western rural areas. In addition, protection of rural life has not been effectively addressed, The problem is that farmers are most concerned about pension and health care, and rural old-age insurance system, cooperative medical care system has just started, is not perfect, the coverage is small, the amount of subsidies is low, does not solve the worries, coupled with expected revenue growth is difficult to determine, most of the farmers prefer to save rather than spend the money for that subsidy. (2) the concept of backward rural consumption Farmers affected by the traditional consumption habits and a greater impact on consumer attitudes, savings will strong, lack of willingness to buy, it is difficult to accept new things, with living within our means, the first of the 5fine tradition of frugal, save money is mainly used to build a house for their children to school , married women and married the future pension, do not buy unnecessary things in general, financial subsidies less attractive to them. some people on the sidelines, hopes and future emergencies when buy. (3) poor rural infrastructure Generally poor rural infrastructure. Transportation is not convenient, poor distribution channels, service system is not perfect, communication facilities are backward, Although the coverage of rural power grids, but the price is high, voltage instability, power is often the case, because the power prices, air conditioning, refrigerator, elect