An Analysis Of Rural Market Consumers Based On The Multiple Shareholders Theory

With the continual rapid development of china's economy, the social modality of urban- rural dual structure not only constantly widen the income gap between urban and rural residents, the social problems caused by unequal distributed resources and unequal social status have had negative impact on the future development of China's social economy. Farmers, as the largest social community, occupy two-thirds of the whole Chinese population. However, they fail to fully share the achievements by the rapid development of social economy, instead, they have to bear the pressures caused by inflation, and their social status tends to be marginalized. It has been focuses on how to raise farmers'income, to make them fully enjoy the achievements of economic development and to raise their status in the whole society in quite a long period of time in the academic circle.Since the 1960s, in the research field of the theoretical value orientation of enterprises have gradually divided into two main theories, which are the"Shareholders Paramount Theory"and"Multiple Shareholders Theory". The differences between two theories lie in which party has the surplus controlling right and the surplus requiring right which explicates the protection of reasonable distribution of enterprise profit and the protection of the wick community of enterprises. This paper offers some methods to solve the problems happening in the process of management of firms and enterprises through the particular view angle of Multiple Shareholders Theory. With the rapid development of social economy, the Multiple Shareholders Theory has clearly showed its functions and values on the aspects of reasonable distribution of the profits of enterprises and its impact on the long-term development stratagem. As a result, the Multiple Shareholders Theory has gradually been accepted.This paper tries to make a theoretical analysis of present rural markets under the frame of Multiple Shareholders Theory to find out the shareholder relationships among the subject rural markets in China by adopting the thinking ways of the developmental stratagem of enterprises. In addition, it makes a research on the problem concerning the distribution of farm produce and surplus right, in the hope of making some analysis of the problems how to raise farmers'income to make them fully enjoy the achievements of economical development and to raise their social status. The concrete research steps of this paper are: firstly, making a general analysis of the relationship between the multiple shareholders in rural markets; secondly, defining multiple shareholders of rural markets; then analyzing the characteristics and present situations of each multiple shareholders of rural markets one by one; finally making an analysis of present rural markets and putting forward some supposals and improving methods on the aspect of enterprise management based on the interest relevant .