China's Rural Household Consumption Studies

As a large agricultural country, expanding domestic demand and the consumption of rural residents are directly related to the problems which are sustained and stable development of the overall problem for China. The party and the government pay attention highly to improve the consumption level in rural areas and formally to enhance its level as the goal of our country's economic development in the future. It not only incarnates the significant changes to the livelihood of rural residents which is brought by the reform and opening up, but also embodies the raising entire level of consumption of the Chinese for stabilizing China's economic foundation and realizing the continuity of implementation for the national economy's long-term planning. What shows above tells the improvement in rural consumption levels, which marks the growth of income of rural residents in another hand, while the increasing income of rural residents also promotes the entire social order, with stability and harmony. This article is based on the significance of this reality, from the consumer psychology, the impact of factors such as consumer decision-making analysis of the theoretical level, combined with the practice of China's rural household consumption, consumption of rural residents to consider the status quo and the problems and increase the consumption of rural residents in China countermeasures.This paper consists of four parts:The first part is the Introduction. From China's national conditions, the expansion of rural residents stressed the importance of spending a brief account of relevant research results at home and abroad, research methodology and the structure of this article, and then made for further analysis of the bedding.The second part starts discussing with analysis of household consumption in rural areas of China at this time. (1) Analysis of the consumption structure of rural residents, From the consumption structure of China's rural residents can see the following characteristics of the survival of consumption: Firstly, the consumptions of food and clothing occupy a larger proportion. Housing consumption of rural residents comes the second. Secondly, transportation, communication and entertainment consumptions keep increasing. Cultural and educational entertainment is a larger increase in consumer spending. Transportation and communication has become a new high point. Thirdly, obligation and superstition remain a large percent. Fourth, the education costs more and more, it becomes an important area of consumption. Fifth, health care, a passive spending increases. (2) Analyze the consumption psychology of the rural resident. The consumption of rural residents have the following psychological characteristics: First,"to be industrious and thrifty in running one's home"as the traditional and the psychological thought still leads the mind of them. Second, the social security isn't perfect what makes consumption of rural residents be cautious or careful. Third, the rural social status make rural residents'face heavy consumer psychology. Forth, it lacks scientific consumer rationality. Fifth, they lay particular stress on the long-term consumer psychology. (3) Analysis of the spending power of rural residents, That consumption of rural residents of China's ability to have the following characteristics: First, obviously low-income rural residents in the low spending power. Second, the bad consumption climate doesn't bring the safe consumption to them. Third, the low level limits the consumptions of using and labor service. (4) Finally, I'll analysis the rural resident behavior as a consumer and sum up the following characteristics of the consumption behavior that the rural residents have: First, Benefits comes first. They are sensitive on the price. Second, consumption with substance takes more room while spirituality takes less. Third, consumption focuses on the consumer time, special in summer and autumn. Fourth, pay attention to the same brand name products, conformity is heavy.The third part of the article analyzes the rural household consumption factors of China. Combining with its consumption characteristics of rural residents, the income of rural residents is the first and foremost factor. Its size which compares with the urban residents is serious low. Although the income of rural residents of China is growing, bringing along a certain number of consumption percent, the rural household consumption factors of China still limits even stops. The cultural level of the rural residents is too low to be accepted by other sectors. It restrains the working income. Then provokes consumption awareness cautiously or careful, they deposit the majority of saving in banks and keep it in hand. In addition, the unreliability of future income weaken the current consumption capacity of farmers. Secondly, so does the consumer environment. It divides into the soft and the hard, the former refers to the social environment especially markets environment. The latter refers to the consumer infrastructure. View from the hard, the existing production enterprises consider the characteristics of urban residents from the production and price. It is not beyond the purchasing power of the general rural households, but also unfit to the general consumer psychology. View from the soft, the rural market flood the fake and shoddy goods, the majority of the rural residents meet with pecuniary loss easily. So, the consumer does carefully at the time he purchases, which leads to a reduction or postponement of the rural residents consumption. Lagging behind the concept of peasant consumption, one-sided emphasis on convention also curbed the growth of quantity of consumption.Third, I believe the consumer goods market development is another factor to influence consumption of rural residents in China. Rural transport, water, electricity and other infrastructure, rural residents in the consumption process must pay the associated high costs and press, it has seriously hindered the development of the rural consumer market, so farmers have had to spend too heavy psychological burden. Finally, actual rural residents face the aged tendency of population, causing the total consumption in rural areas reduce which is one of the factors that the quantity.The fourth part, countermeasure of increase consumption of rural residents of China. (1) Increase the income of rural residents. Firstly, we have to speed up agricultural and rural economic restructuring, optimizing the agricultural industry. Second, improve the system of burden reducing. Continue to deepen reform of rural taxes and reduce the burden on farmers. At the same time, increase support in agriculture subsidies, credit and increase their income. Thirdly, increase employment opportunities for the rural residents. Fourthly, the development of education, cultivate a new type of rural residents. Of force to carry the rural labor out vocational training, improve the cultural quality and vocational skills of the rural residents, broaden the income of rural residents channels, making the consumption of rural residents improve faster. Fifthly, improve the supervision system of the rural economy. Sound financial supervision system of democracy, strengthen auditing and supervision, increase the transparency of financial management.(2) Improving the environment for consumption of rural residents. In particular, the first increase in rural infrastructure construction. Rural infrastructure can greatly enhance the industrial consumer goods, the speed of access to rural areas. Second, the consumption of rural residents improve service levels to enhance the quality and safety of food products such as supervision. And rural residents want to protect the legitimate rights and interests of consumers and products corresponding supervision policy, and resolutely crack down on fake and shoddy goods and other illegal acts. Channel from the purchase to ensure that rural residents to buy up rest assured products, improve consumer. Third, the sound after-sales service network in rural consumption. (3) Change consumer attitudes of rural residents. Specifically, first, to update the concept of the rural population and the consumption habits, the fundamental way is to speed up the conversion of rural economic system. Second, improve the rural compulsory education system, and guide the rural population to establish a correct view of the consumer. Third, reversing the tendency to value the long-term consumption. Rural residents to the publicity and education in this area so that they will learn a bold loan, rest assured that the consumption of a new life form at the same time, changes in customs and traditions, marriage run funeral thrifty new trend will be limited to the capital input in the normal distribution channels to. (4) Improving the rural social security and health care system. In particular, the rural population is an urgent need to establish a comprehensive social security system, from the lowest to be able to protect the livelihood, health, insurance, pension insurance benefits. Rural social security system is far from perfect, will lead directly to rural residents is expected to increase consumer spending, the reduction of current consumption, when the rural population is expected in the face of low risk would reduce precautionary savings and is conducive to improve the level of consumption. Countermeasures Friday: Consumer formulate preferential policies. In particular, can replace part of the old product for new products, cash, coupons distributed New Year, so as to some of the cash voucher arrived, introduced preferential policies, such as consumer purchase from external stimulation and to stimulate the consumption of rural residents.