CAJ | 학술논문

理解、把握并满足中国农民工消费市场的需求对于经济发展方式的转变、商业模式的创新、贫困人口的消除、城乡二元结构的缓解都具有重要意义。本文认为，农民工消费决定于“经济效应”和“身份效应”两种机制，前者主要影响他们的私人消费，后者则影响他们的集体消费或福利消费状况。依据2010年上海农民工的调查情况，笔者描述了该消费市场的人群特征、消费结构和消费种类，并总结出相应的消费特征。文章最后指出商业机构应该重视这些金字塔底层的消费者和规模巨大的财富。
리해、파악병만족중국농민공소비시장적수구대우경제발전방식적전변、상업모식적창신、빈곤인구적소제、성향이원결구적완해도구유중요의의。본문인위，농민공소비결정우“경제효응”화“신빈효응”량충궤제，전자주요영향타문적사인소비，후자칙영향타문적집체소비혹복리소비상황。의거2010년상해농민공적조사정황，필자묘술료해소비시장적인군특정、소비결구화소비충류，병총결출상응적소비특정。문장최후지출상업궤구응해중시저사금자탑저층적소비자화규모거대적재부。
Understanding the demands of the consumer market of Chinese migrant workers is of great concern to the transition of the development of economy, creativity of business pattern, the elimination of impoverished population and the going-down of dual economic structure of urban and rural areas. This paper considered that the consumption of migrant workers depended on two mechanisms which were ＂economic effect＂ and ＂identity effect＂ respectively. The former effect mainly had influence on the migrant workers＇ private consumption, yet the latter effect mainly influenced their collective consumption and wel-fare consumption. Referring to the survey of the migrant workers at Shanghai in 2010, this paper interpreted their demographics, consumption structure and consumption goods, and then summarized their patterns of consumption accordingly. Lastly, this paper proposed that business firms should all attach great importance to the consumers at the bottom of the Pyramid and their large amount of wealth.