Research On Major Factors Influencing The Consumption Of Household And Strategies Of Macro Marketing

Today, consumer need has become one of the most important problems in economic development of our province. Improving household consumption has become an important part of the economic development strategy in our province "Eleven Five" programming. In this thesis the issue of improving household consumption is researched in the angle of macro marketing. Firstly, macro marketing theory is concerned, and it is the realistic for that. Secondly, we get a great deal data from questionnaire of our province household consumption status in our province. By statistic analysis, we get the whole station of our province household consumption. The primary items in paying of the household consumption are three: daily lives, saving and children's education. Practicality consumption is still main one; impracticality consumption also holds a high position. Housing and children's education are both high issues. The anticipate consumption almost equals to actual consumption. Children's education and housing are still the biggest focus of anticipate consumption. Furthermore, we find the major factors of influencing consumption in our province by further analysis. Income factor is one of the important factors, at the same time; nonincome factor has become an important cause of influencing and restricting our province's consumption. Thus, the low rate of increasing has greatly connected with it. Nonincome factor includes product, price, advertising and consumption policy. Lastly, we bring forward macro marketing suggestions by combining macro marketing theory with influencing factors, including perfecting consumable market, influencing brand building, supplying convenient consume condition, constituting effective protect system of rejecting counterfeit products, stopping false advertisings, rebuilding market honesty, prescribing price and perfecting consumption policy, developing consumption credit.