收入分配差距下安徽省城镇居民消费行为实证研究

Empirical Analysis of Anhui Citizens Consumption Behavior under the background of Income Gap

以安徽省收入分配与经济增长关系为研究出发点,运用定性和定量相结合的方法,总结了目前安徽省城镇居民收入差距的概况,接着分析了造成收入差距的深层次原因,在此基础上,阐述了各等级收入户消费水平差异明显、各组消费群体的消费结构出现分化、城镇各收入组居民消费内容和质量不断升级、城镇居民的面子消费和关系消费盛行与"根消费"经久不衰等几种消费行为特点,最后,提出了关注社会分层下的居民消费行为研究、把价格战升级为价值战、增强企业品牌营销能力、关注礼俗消费等几条企业应对居民消费特点的营销策略。

Starting from the income distribution and economic growth in Anhui Province, this paper uses a combination of qualitative and quantitative research methods to summarize the income gap between urban residents in Anhui, followed by analysis of the deep-seated causes of income gap. On this basis, the paper elaborates on obvious differences of each grade in- come level of household consumption, each group of consumer groups, consumer structure differentiation, consumer content and quality escalating, face consumption of urban residents and the relationship between consumer prevalent and root consumer prolonged several consumer behavior characteristics. Finally, strategies of paying attention to consumer behavior, upgrading price war to value war, enhancing corporate brand marketing capabilities are proposed.