The Analysis On Urban Consumption Of Henan Province And Its Influencing Factors

China has been living on more investment and exports maintain rapid economic growth for many years and the consumer is the contribution to economic growth, especially the residents' consumption lower part. In recent years, consumption rate still appeared downward trend. In China's current economic development condition, promote consumer confidence, expanding consumer demand is very important. This is not only in order to cope with the economic crisis, but also a need to promote the economic long-term stable and rapid development request.According to basic consumption theory research and henan real consumption situation of urban residents, it can be seen that the henan urban consumption status is not very ideal. Although henan province town residents' consumption status as per capita disposable income increase was obviously improved, but the marginal propensity to consume decreases. In multiple influence henan urban consumption factors, income, income gap and savings of henan province, the effect of urban consumption is bigger. Income is the effect of henan urban households' consumption of basic factors, and different types of income on the influence degree of different consumption. Consumption on the sensitivity of the current income is stronger; Consumption mainly depends on the income of the permanent income part, to temporarily income sensitivity is weak; The past consumption on the current consumption also has very big effect. Since the reform and opening, henan province town residents' per capita income level had greatly increases the income gap year by year, the expanded, this necessarily in henan province, the urban consumption growth form certain negative impact. Because of institutional changes caused by residents living face more uncertainty of henan province, urban residents have strong precautionary saving motivation, the citizens' savings is no longer consumption residual, but a conscious active saving behavior of result, partly also has affected the henan urban consumption enlargement. According to the research results and basic consumption theory demands, in order to enhance the henan province town residents' consumption level and further economic development in henan province create supply and demand balance conditions, and puts forward the basic theoretical suggestion: increase town residents' income, adjusting income distribution relationship; Improve urban consumption environment, stimulate urban consumption demand; To improve the urban social security system, and increase the urban consumer expectations, Sound urban consumer credit system, and promote the urban residents in advance consumption.