An Study On The Prospects For Consumer Durables Of Rural Residents In Shaanxi And The Revelation For Enterprises To Develop The Rural Market

The Seventeenth report clearly pointed out that we must adhere to expand domestic demand, especially the consumer demand, and promote economic growth from relying on investment and export to relying on consumption, investment, exports. Consumption has become increasingly prominent. In particular, durable goods market’s prosperity or not is important to expand domestic demand and promote economic development.The main research contents of this article as follows:review of relevant domestic and international, the basis of relevant theories, the analysis of the status, influential factors and prospects of Shaanxi rural consumer durable goods, the problems and countermeasures of developing the rural market.This paper used the following methods:the research status was analyzed by literature summarization, the durable goods consumption status was analyzed by statistical way, The logistic model was found to analyze the impact factors of the rural residents’will in Shaanxi Province, and analysis the prospects for durable goods consumption of rural residents in Shaanxi province by the gray model.In this paper, based on previous research, combined with the survey data and information collected, around the problems of durable goods consumption in Shaanxi province, put forward suggestions for developing the rural market, the main results as follows:On the influencing factors that affect the willingness of the rural residents’consumption of durables. The largest impacts are ownership, economic conditions. Traffic conditions, shop’s situation, education, family size have less effect. Marital status, gender and age have little effect.The prospect of the rural residents’ demand for durable goods in Shaanxi province is as follows: Among of them, the bike and fixed telephone is in maturity. Related businesses need to maintain the status and meet the demand. The black and white TV is in a recession which should be took attention by the relevant companies. The quantities of the three durable goods will be reducing in the future, by the end of2015, they will be reduced to94.41,3.99and53.29, separately. Then, the washing machines, refrigerators, motorcycles, electric fans, color TV, mobile phones are in the "golden period" and have enormous market potential, and the related business should continue to explore. Air conditioners, cameras, range hoods, computers and other durable goods which are in a introduction, need to be carefully nurtured. The demand of the ten categories of durable goods will be rising; it shows a prospective demand in the future with great potential.The countermeasures to explore the rural consumption market of durables goods are as follows: The first, do a good job of the product positioning, according to the characteristics of the rural consumption. The second adjust production plans based on consumption trends in rural areas. The third, attach importance to the farmers’ consume willingness in order to develop the marketing strategy for the rural market. Fourthly, build a flexible commodity circulation channels based on the geographical differences in rural areas. The fifth, improve the service system and the quality to stimulate the rural consumption.