EMPIRICAL STUDY On BUSINESS BEHAVIOR Of RURAL HOUSEHOLD In JIANGSU

Based on information from the general survey on agriculture, investigation and questionnaire on rural household, the paper divides rural household into four types and analyzes the present condition in Jiangsu Province. Firstly, it points out that the majority of the rural household belongs to farmer household, but only about half of the farmer household deals in agriculture. As a newly-founded group, those don deal in agriculture have been separated from the traditional rural household. With the development of non-agricultural industry, multi-business household tends to increase in amount and surpass the amount of farmer household only deals in agriculture. Secondly, it categorizes the household on scale. Thirdly, the paper compares and analyzes the features of household management behavior from two aspects rom management scale and financial difference between different types of household. The empirical study on the first aspect shows: household with relatively small management scale is slow in response to the changes in market. And its shortage of fund influences its long-term project negatively, hinders the popularization and innovation of agricultural technology and lead to the stagnation of agricultural modernization. Enterprises household with medium or small scale runs the enterprises as they please. Thus they lack inter-business and inter- industry scale effect. That on the second aspect shows: with the development of multi-industrialization, agriculture, especially planting is losing its major means for income. Household deal in different kinds of industry results in the dispersion of investment and does nothing good to the increment of the industry. When the rural laborers choose non-agricultural jobs, there are much fewer high-qualified personnel engaged in agriculture. So the paper analyzes the effect of agricultural multi-industry and gets to the conclusion at the endulti-industry can efficiently disperse the labor but it has the tendency of ossification; thus a disadvantage to the development of agriculture.