江苏后发达地区农村消费者行为特征分析及对策

近年来,江苏农村人口一直占50%左右。在收入低约束下,伴随着流动性约束以及未来收入和支出不确定性的影响,农村居民的消费倾向较低,消费结构也不够合理。本文在分析国内外学者对农村消费者的消费结构研究基础上,利用斯通的线性支出系统模型,对江苏省后发达地区农村消费者的行为进行实证研究,指出该群消费者现有的消费行为特点及存在的问题,并从政府和企业的角度提出了相应的对策。

In recent years,the rural residents in Jiangsu have been accounting for 50%of total population.With the constraints of low income plus liquidity constrains and the uncertainty of future revenue and expenditure,rural residents＇ consumption tendency is comparatively low,and their consumption structure is not reasonable.Based on the domestic and foreign scholars＇ research on the consumption structure of rural consumers,this paper takes Stone＇s linear expenditure system model to conduct an empirical study on rural consumer behavior in the later-developed area of Jiangsu Province.It has pointed out the characteristics of consumer behavior and the problems of this customer group,and then put forward the corresponding countermeasures from the perspectives of government and businesses.