Analysis Of The Influence Of Consumption Environment On The Consumption Demand Of Hunan Rural Residents

In recent years, domestic demand has become the major impetus of the economic development in china. Domestic demand includes consumption demand and investment demand, with the continuous increase of our effective investment at home, domestic investment cannot do much to provide more prime power for the economic development, therefore, we must turn our attention to the consumption market which has not been fully activated, how to inject more vitality into our consumption market and raise domestic consumer demand has become an urgent issue needed to be settled. Consumption market is divided into the urban consumption market and rural consumption market, and the quantity of durable consumer items on urban consumption market has reached saturation, therefore, how to activate the rural consumption market and expand the rural population consumption demand has become one of the key factors expanding our consumer demand. At the same time, as many policies shift to how to build the new Countryside, how to expand the rural population consumption demand in recent years, central government attaches much importance to rural resident’s consumption, it has become a huge development opportunity for the rural consumption market in our province.Starting from the definitions of consumption environment and consumption demand, this paper make sure theoretically consumption environment is divided into hard environment which include natural environment and infrastructure environment, economic environment and social environment which include; secondly, it analyze the status of the rural consumption environment and farmers’ consumption demand and the action demand of rural consumption environment on consumption demand in our province based on the data and the relevant economic theories. Thirdly, it choose the rural consumption level as a measure of the rural consumption demand, and the agriculture disaster area, investment in rural infrastructure, rural per capita net income, rural social assistance, the proportion of high school background or above in the rural labor force as a measure of consumption environment, use 21 years’ relevant statistical data in Hunan province, adopt the multiple linear regression model to analyze the effects of various environmental factors on the consumer demand finally, it put forward proposals to improve the rural consumption environment and expand rural consumption demand in our province.