| China is a big population country.To achieve sustainable development of it,economic development must be based on domestic demand,and beneficial economic circle must be driven through internal consumption.At present,structural contradiction between fast domestic investment growth and relatively insufficient consumption is very prominent.To know the development trend of domestic consumer demand,analysis the influence factors,excavate the consumption potential and expand consumer demand have practical significance of the supply side structural reform.Our country has a population of 1.375 billion,among whom 603 million live in the countryside,and these rural residents are the important power to ease the contradiction.Only by vigorously developing rural market,constantly improving rural residents' income and enabling rural residents to live a rich life can we guarantee the sharing of achievements in socialist economic development by all and the realization of a well-off society in an all-round way.This paper is divided into ten chapters.Chapter one is the introduction part,chapter two presents the theoretical foundation and literature review,chapter three and Chapter four analyse the change tendency of rural households consumption level and consumption structure,chapter five and chapter six analyze the influence factors of consumption level and consumption structure of rural households in Jilin province,chapter seven and chapter eight analyzes the driving effect of "Internet plus" and the demonstration effect of population urbanizationon rural households living consumption.chapter nine analyzes the stimulus policy of rural households in Jilin province,chapter ten is about the research conclusions and countermeasures and suggestions.Major research conclusions are as follows:(1)In Jilin province,rural residents' living consumption level is rising steadily,rural residents' family per capital consumption is increasing,but their average propensity to consume has long been lower than that of town people.Most of the years are also lower than the Chinese average,and there are obvious differences in the provinces and regions.The downward trend of proportion of food consumption expenditure to living expenses is obvious.The proportion of living consumption expenditure,traffic and communications consumption expenditure,cultural,educational and recreational consumption expenditure and health care consumption expenditure to living consumption expenditure is on the rise.(2)Macro statistical data show: Income level and status of domestic water facilities,rural road infrastructure and cultural facilities,and temporary government social assistance systemare the main factors influencing rural residents' living consumption level in Jilin province.Micro survey data show: Income of household is the most important factor,ranking first among all the influencing factors,followed by income source,family type,deposit amount,consumer attitude,medical insurance and social insurance.(3)Rural residents' living consumption expenditure in Jilin province does not fully meet the needs of basic consumption expenditure in most years.Income elasticity of food consumption demand is the lowest;Income elasticity of health care demand is the highest,but it is steadily declining.Self price elasticity of residential consumption demand is the highest while self price elasticity of clothing consumption demand is the lowest.Mutual price elasticity of each consumer spending to food is on the small size.(4)"Internet plus" has played a driven effect on rural households consumption level and consumption structure in Jilin province.It has obvious stimulated the consumption of clothes,household equipment,transportation,communication and cultural and educational entertainment,and there is no obvious driven effect on food,housing,health care and other expanses.(5)The demonstration effect of population urbanization on the Jilin rural households is mainly focused on the farmers whose per-capita living expense is exceed 15000 yuan,and whose increase amount of per-capita living expense is more than 1000 compared with the previous year's,the demonstration effect of population urbanization accelerates the comparing consumption,conspicuous consumption and consumer loans of the rural households.(6)Direct stimulating policies for rural residents' life consumption in Jilin province have resulted in "crowd-in effect" on their living consumption expenditure,and the number of durable consumer goods in rural households has increased markedly;Indirect stimulating policies have resulted in the fact that growth rate of rural resident per capital living consumption expenditure is on the whole higher than that of per capital net income,and rural residents' consumption has gradually transferred from self-supporting consumption to commercial consumption.Rural residents' consumption structure has come closer to urban residents' living consumption structure,and choice of consumer goods has transferred from short-term consumer goods to consumer goods for the medium and long term.Based on the large number of survey data,This paper analyses the change tendency of rural households consumption level and consumption structure,discusses the consumption level and the influence factors of consumption structure of rural households.It analyses the driven effect of “Internet plus”and demonstration effect of population urbanization on rural households' living consumption and the performance of government policy in Jilin province.Innovations:(1)Based on the consideration of the influence of income amount on rural households' livingconsumption level in Jilin province,together with the consideration of family type,income source,consumer attitude,deposit amount,social security and other factors,by introducing random variables,in-depth analysis of the influencing factors were conducted from the perspectives of absolute effect and relative effect.It provides the structural optimization and upgrade directions for the supply-side structural reform.(2)Selecting the cumulative logistic regression model,this paper analyzes the driving effect of “Internet plus” on the living consumption level and consumption structure of rural households in the microscopic perspective of questionnaire survey.According to the results,"Internet plus" has a significant driven effect on clothes,household equipment,transportation,communication and educational entertainment in Jilin province,which is mainly reflected on the clothing,household durable consumer more credit,entertainment group,children's books and newspapers and so on.(3)This paper studies on the demonstration effect of the population urbanization on the consumption level and consumption structure of rural households in the perspective of descriptive analysis and empirical analysis,The results shows that when the population urbanization level is more than45%,The demonstration effect of urban households living consumption level on rural households living consumption level is obvious,the rural households' living consumption level from a well-off level gradually enters into the prosperous level.The demonstration effect of population urbanization on the Jilin rural households is mainly focused on the farmers whose per-capita living expense is exceed 15000 yuan,and whose increase amount of per-capita living expense is more than 1000 compared with the previous year's,the demonstration effect of population urbanization accelerates the comparing consumption,conspicuous consumption and consumer loans of the rural households. |
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