新常态下农村中等收入者消费特征及市场驱动研究——以江苏为例  

The Rural Consumption Characteristics And Middle-Income Earners Market-Driven Research Under The New Nomal——In Jiangsu As An Example

作　　者：史运 田珍[1] 

机构地区：[1]扬州大学商学院,江苏扬州225127

出　　处：《江苏商论》2015年第10期14-17,共4页Jiangsu Commercial Forum

基　　金：江苏省社会科学基金课题青年项目"江苏农村消费驱动的战略研究"(项目编号:13EYC020)的阶段性成果

摘　　要：新常态下扩大农村消费是稳定经济增长的重要依托,而农村中等收入者是拉动农村消费的着力点,应加强引导与调节,提高其消费热情、挖掘其消费潜力。论文以江苏为例,通过研究农村中等收入者的消费水平、消费结构、消费观念、消费方式等,发现随着其消费水平不断提高,其消费结构趋向合理,形成了务实与发展的消费观念,消费方式也正从低层次向较高层次转变。但是,农村中等收入者大多重视物质方面的消费,忽视精神消费,攀比性消费普遍存在,且消费多以持续积累为主,现代消费工具使用较少。为此,应加强农村基础设施建设,健全农村社保体系,积极开展消费信贷,引导其树立现代健康消费理念,并采取合理的营销手段,促进农村消费。under the new normal expand rural consumption is one of the important backing, steady economic growth and rural middle-income earners are the backbone of the stimulating rural consumption. So, in the rural areas to middle-income earners to expand rural consumption focus, strengthen the guidance and adjustment, improve the consumption enthusiasm, digging the potential. Papers in jiangsu as an example, through the study of rural middle-income people＇s consumption level, consumption structure, consumption idea, consumption, etc.,found that as the consumption level unceasing enhancement, the consumption structure incline to reasonable,formed the pragmatic and development concept of consumption, consumption patterns is to shift from low level to high level. However, rural middle-income people most importance to material aspects of the consumption and ignore the spiritual consumption, comparison consumption is widespread, and consumption is given priority to with continue to accumulate, more modern tools use less consumption. Therefore, we should strengthen the rural infrastructure construction, improve the rural social security system, actively develop consumer credit, lead to set up the modern healthy consumption concept, and adopt reasonable marketing, improve the rural consumption environment, so as to drive the rural consumption market.

关 键 词：农村 中等收入者 消费特征 市场驱动 

分 类 号：F713.582[经济管理—市场营销]