Consumption Of Rural Residents And Its Constraints In Heilongjiang Province

Investment, export and consumption are Troika of stimulating economic growth. Since the economic crisis in2008, there was a great challenge in China’s economic growth pattern based on export and investment. Domestic demand based on consumption was insufficient, so it was very important to enhance rural residents’ consumption demand for exploiting the rural market and expanding domestic demand. This article adopted a method that combine qualitative analysis with quantitative analysis. In one hand, that is using the Statistical Yearbook of Heilongjiang Province which covered rural residents’ income and expenditure, the production and business operation costs,the life expense disbursement and the consumption of rural residents’ acteristic various income social stratum for collecting and analysing datas.In the other hand, that is using materials coming out of interview and statistical datas about hundreds of residents in Zhaozhou Country which covered conditions of consumption, consumer preferences, consumption concept and pattern of consumption in Heilongjiang Province for analysing datas and case analysis to supplement existing Statistical Yearbook.In the course of study, the author analysed the actual conditions of consumption from the level of consumption, consumption structure and consumption concept. This study found that, There were seven problems in consumption of Heilongjiang Province’s rural residents, that is structural incongruities between the production and business operation costs and the life expense disbursement, nutritional food expenditure’s fluctuating, consumer durables’ low replacement frequency, the rural consumer goods market’s undevelopment, a heavier burden on household education spending, human consumption’s variation, the extensive living conditions, all income groups in rural areas’ widening.According to the exsiting problems, the author analysed factors restricting consumption of rural residents in Heilongjiang Province based on Relative Income Theory, Consumer Expectations Theory, Permanent Income Hypothesis Theory, Economic Growth Theory, Macroeconomic Control Theory, Bourdieu’s theory of Culture Reproduction. This study found three main factors. Firstly, economic factors, that is permanent income and temporary income’s influencing on residents’ consumption, operating income, property income, wage income and transfer income’s influencing on residents’ consumption. Next, system and consumer environmental factors, that is the conditionaliy of social security system about rural residents’ medical, pension and education, the system of consumer goods’ circulation, supply and regulation’s restricting on residents’ consumption, System of small town construction, such as rural infrastructure construction, the construction of villages and towns and rural residents’ degree of dependence on land, restricting on residents’ consumption. Finally, Consumer attitudes and consumption factors, that is consumer attitudes of excessive frugality "living within our means", Backward consumption idea because of the lower scientific and cultural level of the rural residents restricting on residents’ consumption, consumption mainly based on private borrowing and "face to face" trading restricting on residents’ consumption.Finally, This article put forward reasonable countermeasures in terms of strengthening the new urbanization construction, and based on the government, enterprises and ural residents, in order to solve the problems about the rural residents’ consumption and to promote the integration of urban and rural construction.