The Integration Of Urban And Rural Consumer Market Research In Shaanxi Province

China has entered a new stage of economic quality growth rapidly. Urban-rural dual structure become a constraint to economic development. Now The focus of theorists and the government departments change to how to promote urban-rural economic and social integration. Urban and rural market segmentation is the main phenomenon of the urban-rural dual economic structure, so commodity circulation between urban and rural is the study of urban-rural economic and social integration. Consumer goods market is closely related to the field of people living, In this paper, the research object is the urban and rural consumer goods market.On the basis of summing up the domestic and foreign scholars on urban-rural integration and Urban-rural commodity market integration, the paper constructs a theoretical framework of an urban-ural consumer goods market integration, first of all, it defined the concept of the "consumer goods market" and "Urban-rural commodity market integration", Then explain its features, content, meaning, and the theoretical basis of the empirical research. After this, this paper analyzed the status urban-rural consumer goods market integration in Shaanxi Province, Proved several factors affecting the market segmentation. On this basis, from the perspective of the four integration, This paper presents recommendations for the integration of urban and rural consumer goods market in Shaanxi Province. This paper reached the following conclusions:First, Shaanxi has been formed a split in the total and efficiency of urban and rural consumer goods markets; Second, Shaanxi urban-rural consumer goods market segmentation extent showing a trend of gradual convergence, the degree of integration has increased annually; Third, Shaanxi should establish an integrated urban-rural consumer goods market players, improve the integration of urban-rural consumer goods market system, the consumer goods market system in urban and rural, and to improve the environment of Shaanxi urban and rural consumer goods market.