人口研究
人口研究
인구연구
Population Research
2014年
2期
92~101
,共null页
流入城镇农村人口 消费行为 生存型消费 零售企业
流入城鎮農村人口 消費行為 生存型消費 零售企業
류입성진농촌인구 소비행위 생존형소비 령수기업
Rural-to-urban Migration, Consumer Behavior, Subsistence Level of Consumption, Retail Enterprises
流入城镇农村人口是我国具有较大消费增长潜力的人口群体，他们的消费行为既不同于传统农村居民，又有别于城镇居民，进而影响着城乡两地的消费总量和消费结构。基于西安市的调查发现：该群体具有收入水平低且不太稳定；以生存型消费为主，部分人开始追求发展型和享乐型消费；获取商品的信息途径单一，大部分人有网络购物经历；以大型超市为主要购物场所，购买商品时优先考虑质量和价格等特征。我们认为：政府要重视该群体的消费潜力，引导发展型享受型消费，完善医疗、养老、子女教育等方面的保障制度。零售企业可以提供性价比高的大众商品，使用价格折扣和体验营销，在流入城镇农村人口聚居区和网络上开店，向年龄轻、受教育程度高、收入高的群体推广新产品。
流入城鎮農村人口是我國具有較大消費增長潛力的人口群體，他們的消費行為既不同于傳統農村居民，又有彆于城鎮居民，進而影響著城鄉兩地的消費總量和消費結構。基于西安市的調查髮現：該群體具有收入水平低且不太穩定；以生存型消費為主，部分人開始追求髮展型和享樂型消費；穫取商品的信息途徑單一，大部分人有網絡購物經歷；以大型超市為主要購物場所，購買商品時優先攷慮質量和價格等特徵。我們認為：政府要重視該群體的消費潛力，引導髮展型享受型消費，完善醫療、養老、子女教育等方麵的保障製度。零售企業可以提供性價比高的大衆商品，使用價格摺釦和體驗營銷，在流入城鎮農村人口聚居區和網絡上開店，嚮年齡輕、受教育程度高、收入高的群體推廣新產品。
류입성진농촌인구시아국구유교대소비증장잠력적인구군체，타문적소비행위기불동우전통농촌거민，우유별우성진거민，진이영향착성향량지적소비총량화소비결구。기우서안시적조사발현：해군체구유수입수평저차불태은정；이생존형소비위주，부분인개시추구발전형화향악형소비；획취상품적신식도경단일，대부분인유망락구물경력；이대형초시위주요구물장소，구매상품시우선고필질량화개격등특정。아문인위：정부요중시해군체적소비잠력，인도발전형향수형소비，완선의료、양로、자녀교육등방면적보장제도。령수기업가이제공성개비고적대음상품，사용개격절구화체험영소，재류입성진농촌인구취거구화망락상개점，향년령경、수교육정도고、수입고적군체추엄신산품。
The massive rural-to-urban migration has a large potential for consumption growth. Consumption behavior of migrants is different from that of the rural or urban local residents, affecting both gross consumption and consumption structure in urban and rural areas. Based on a survey in Xi＇an City, the migrants＇ income is low and unstable, but their saving rate is relatively high. While their consumption is primarily at subsistence level, some of them have already begun to pursue growth- or enjoyment-centric consumption. Their sources of commodity information are limited, and most of them have online shopping experiences. Supermarket is the main option when they do shopping. They pref- erre quality and price to other factors. Based on the characteristics of consumer behavior described a- bove, policy suggestions are discussed for government and retail enterprises. The government should pay more attention to the consuming potential of this group, promote the growth- or enjoyment-centric consumption, and fully develop the relevant social security systems such as medication, pension and children＇s education. Retailing enterprises may provide more common commodities with high function- cost ratio, introduce discounted prices and experience marketing, open shops in the condensed areas of rural-to-urban migrants, and offer more online shopping opportunities to promote new products to well-educated, young, or high-income groups.
