Research Of The Catigories And Working Mechanism Of The Consumption Opinion Leaders In Eastern Rural Area Of China

Because of the different focus, the urban and rural area of China goes to two different externalizations. In 2008, the worldwide economic depression follows the subprime crisis happened in U.S.A. Chinese government realizes that to develop the consumption is the best way to fight with this economic depression and the biggest potential of consumption is in rural area in China.As a case study of Funan Community in Qidong, Jiangsu Province which is a typical community in rural area in Eastern China, this research begins from the consumption in rural area in China and analyze how many categories of the consumption opinion leaders exist and how does the influence of mechanism works. The survey including questionnaires and interviews began from December 2008 and lasted for at least two weeks. The sample was 239 questionnaires and 15 interviews ranging from the 8 groups in the community. The research describes the current situation of consumption and personal communication in the community. The methods of communication and sociology are used to classify the opinion leaders in different stratification plane. The mechanism of opinion leaders is also discussed according to the opinion leader's position in the net of the personal communication net of community so that to offer some new ideas or advices for develop the potential of consumption and the construction of rural area in Eastern China.The research firstly begins from the consumption of community. Through the description of communication modes and current situation of consumption and personal communication in the community, analyze the consumption information of the community. And together with the habit of consumption decision create the current environment in the community that the mass media, government and the NGO are the three biggest recourses of the information injected to the rural community and the consumption opinion leaders and other persons in community receive the information at the same time while the opinion leaders are more spontaneous to get and deliver the information.Then the opinion leaders are recognized according to the frequency nomination so that to classify the opinion leader and discuss their features on consumption decision making according to the consumption stratification. The research shows that the consumption opinion leaders differ from the consumption stratification. Even in the same consumption stratification the opinion leaders can be divided into the catygories such as occupation, economic and personal spell.Thirdly, discuss the roles which the opinion leaders play in the social communication net and analyze the effect of the opinion leaders have in the flow of the information. The occupied oriented opinion leaders have the widest geographic range of influence. All kinds of the opinion leaders incline to influence the persons who are in similar age. The non-occupation oriented opinion leaders have the deepest influence on the persons' mind.Fourthly, in the background of opening-up and transform, the group of opinion leaders three trends of development which are segmentation, socialization and diversification. The government should know better about the net of communication and opinion leaders in rural communities so that give good guidance and make them play optimistic part in new rural construction.The creation of the research is the object. The research of opinion leaders has very strong practical significance. The consumption...