中国农民工消费市场解读——金字塔底层的财富  

INTERPRETATION OF THE CONSUMPTION MARKET OF CHINESE MIGRANT WORKERS:THE WEALTH AT THE BOTTOM OF THE PYRAMID

作　　者：褚荣伟[1] 张晓冬[2] 

机构地区：[1]复旦大学,上海200433 [2]纽约大学

出　　处：《经济理论与经济管理》2011年第7期34-46,共13页Economic Theory and Business Management

基　　金：国家自然科学基金重点项目(70832001)

摘　　要：理解、把握并满足中国农民工消费市场的需求对于经济发展方式的转变、商业模式的创新、贫困人口的消除、城乡二元结构的缓解都具有重要意义。本文认为,农民工消费决定于"经济效应"和"身份效应"两种机制,前者主要影响他们的私人消费,后者则影响他们的集体消费或福利消费状况。依据2010年上海农民工的调查情况,笔者描述了该消费市场的人群特征、消费结构和消费种类,并总结出相应的消费特征。文章最后指出商业机构应该重视这些金字塔底层的消费者和规模巨大的财富。Understanding the demands of the consumer market of Chinese migrant workers is of great concern to the transition of the development of economy, creativity of business pattern, the elimination of impoverished population and the going-down of dual economic structure of urban and rural areas. This paper considered that the consumption of migrant workers depended on two mechanisms which were ＂economic effect＂ and ＂identity effect＂ respectively. The former effect mainly had influence on the migrant workers＇ private consumption, yet the latter effect mainly influenced their collective consumption and wel-fare consumption. Referring to the survey of the migrant workers at Shanghai in 2010, this paper interpreted their demographics, consumption structure and consumption goods, and then summarized their patterns of consumption accordingly. Lastly, this paper proposed that business firms should all attach great importance to the consumers at the bottom of the Pyramid and their large amount of wealth.

关 键 词：农民工 金字塔底层 福利消费 身份 

分 类 号：F323.8[经济管理—产业经济]