Study Of Chengdu’s Nongjiale Consumption

Rural Tourism is a new type of consumption since19th century in Europe which was the product of the rapid development of European industry, a sharp increase in urban pollution and the ever-accelerating pace of work life. The consumption patterns followed in popularity around the world now have emerged in many countries, including many developing countries. In China, the rise of such forms of consumption appeared in1980after the "Reform and Opening Up", as the rapid development of social economy, the substantial income growth and rising living standards, urban and rural people, especially urban residents has continued to suffer in rising work pressure, the accelerating pace of life, and the there came out various "urban disease", people just enjoy a more abundant material life oan not satisfy all the desires of life, and the rich people gradually began to pay more attention to their spiritual and cultural consumption demand, to enjoy the spiritual and cultural life in tight spare times became a focus for human consumption. As a result, respect for the nature, enjoy of the tour and release of pressure became the boost power of the development of rural tourism. And he greatest development lies in "NONGJIALE" which has its own characteristic shape, and the development is in full swing especially in Chengdu.In addition to the foreword and epilogue, this thesis is divided into five parts. The introduction mainly talks about the research background, content, research methods and research purpose; meaning, object, content, methods and capacity determination and related concepts were defined. This paper argues that the rural tourism which relies on tourism activities is occurring in rural areas of the country.At the same time, the writer believes that the Nongjiale is the operating entity located in the outskirts of the city or the suburbs relying on "farm"(including the farm courtyard, farmland, vegetable land, orchard, ponds, etc.) as the main venues, and on the rural-specific natural and cultural resources in order to provide goods and services within the rural characteristics. It contains two meanings:First is "NONG", which relies on "farm" as the main venues, and on the rural-specific natural to provide goods and services within the rural characteristics to farmers; second is the "FUN", through the provision of farm products, can make people needs to be met and to be happy. This article will define Nongjiale as a form of rural tourism. In addition, in order to discuss Chengdu Nongjiale consumption more clearly, the paper also has defined the Nongjiale consumption:the act or process that the products created by consuming or enjoying the labor and production processes to meet the needs of the Nongjiale.The first part is the basis of the analysis of this article. By analyzing the research data and information, this article demonstrates the four aspects of Chengdu Nongjiale Consumption:the level of consumption, consumption structure, consumer psychology and consumer behavior.The second part discusses the reasons for the rise of Chengdu Nongjiale consumption patterns from economic, social, and cultural and geographical aspects. Moreover, through review of the Chengdu Nongjiale consumption development in three different area of the agricultural village of Longquan District, Trinity Township, the development process of Chengdu Nongjiale consumption industry can be discribed as four parts:Sprout-development-survival of the fittest-the four stages of brand development.The third part summarizes the general characteristics of Chengdu Nongjiale consumption pattern:the products and services with rural characteristics; consumers are mainly urban residents; comfortable, quiet, away from the city noise; per capita consumption is relatively low; and not far away from urban areas so there could be repeat tourism; the natural environment is beautiful and the customs is unique. And consumption patterns in Chengdu Nongjiale have some unique features:entertainment leisure is the first purpose of Nongjiale consumption and play mahjong is one of the main project; Nongjiale district consumption is most obvious impact of the season, but there is a wide range of choices open to consumers; government guidance is strong, more regulatory measures; sunny weather for Chengdu Nongjiale consumption stimulates remarkable.The fourth part reviews the contribution of Chengdu Nongjiale to the local Economic and social development. The economic contribution is:creating employment, transfering rural surplus labor force so that farmers can make money in front of their house; directly increasing the income of the farmers, as well as providing useful market information to farmers and indirectly increasing the income of other agricultural and sideline industries and improving the quality of life of farmers; helping the overall development of tourism in Chengdu; optimizing the industrial structure and stimulating the development of related industries such as automobiles; expanding domestic demand and promoting the improvement of economic level of Chengdu. The social contribution is:to promote the process of urbanization, to pave the way of building "the world’s modern garden city",to relax and relieve stress of urban residents to increase their social activities.The fifth part reveals the main problem restricting the development of Chengdu Nongjiale consumption market and provides the relating advices to resolve the problems. The paper argues that the problems of current consumption market of Chengdu Nongjiale include:consumer products have low added value, quality of consumption is low; health, safety, environment can not be guaranteed, the policy is imperfect, consumers channel of complaint is kind of few; quality of consumer goods is overall low and so on. Corresponding countermeasures and suggestions are:To have the operators of the Government’s guidance and the business men’s own efforts to make the supply of Chengdu Nongjiale consumption have its prominent features and advantages; to find out the deep folk customs, to improve recreational level and increase the added value of their products; all levels of government improved the regulatory measures to make consumers feel security in consumption; through collaboration of the government and operators to enhance staff training and improve their quality, so that the overall consumption goods’ quality can be guaranteed.The innovation of this paper includes the following:first, the innovation of research prospective. Currently, the studies on Nongjiale mostly talks about how to run a Nongjiale Business from the operator’s perspective, but this article describes in detail the level of consumption, consumption structure, consumer’s psychology, consumer’s behavior and consumption environment from the view of the consumers; second, innovation of research contents. Currently, there is a few research through detailed description, this article is expected to have reference value of the development of the Chengdu Nongjiale consumption. Because of the writer’s shortage and limitations of theoretical knowledge, knowledge accumulation, research and analysis capabilities and absorption levels, several errors and omissions are bound to exist in this paper, sincerely hope to hear the advices given by all the supervisors. Further more, what this paper mainly needs to be further improved are:first, in the precise extraction of every aspect of Chengdu Nongjiale consumption, this paper must have the defects and shortcomings, this is an important direction for further work; second, as some government departments (such as bureau of industry and commerce, statistics, etc.) do not have all aspects of Chengdu Nongjiale to be statistical or standardized and there could be great different among them leading to the lack of relevant data of Chengdu Nongjiale which increases the difficulties of data collection and understanding of the market conditions; Third, the sample size is relatively small, the occupation and age of respondents is relatively concentrated, so those factors may lead to some conclusions and suggestions not so perfect, moreover, because of my limited energy, there is no comparative analysis. For these deficiencies, I will constantly improve and perfect them during the study in the future.