| China's economy has got rapid development during the last three decades and has made remarkable achievements which means investment, consumption and net exports have been as a troika to promote economic growth. Since the 1997 Asian financial crisis, the Government had boost domestic demand to strengthen macro-control as an important way, while the U.S. sub-loan crisis triggered by the global economic crisis is exacerbated by the impact on Chinese exports. On this context, to stimulate domestic consumption to alleviate the contradiction between the market economy is not only necessary, but also inevitable. In China, urban-rural dual structure formed by the gap between urban and rural consumer, the consumer market in rural areas is considered the most potential market which is so called Blue Ocean, so how can a more targeted, more effective in developing the rural market has become an issue which the government and enterprises must face.Traditional perspective of rural consumption is usually concentrated in Consumer Economics, which made the consumption function as a research tool and rely too much on the Statistical Yearbook of the data for a specific time-domain or specific area to analysis the relationship of revenue and the associated consumer spending. Actually the impact of income is an important factor in consumer spending, but the consumer behavior is very complexity and affected by economic factors and also will have more complex internal and external factors. Statistics show that China's per capita income of rural residents has been growing steadily, but consumer spending has not increased at the same pace, or even follow the same consumption wave at the same income of urban residents at the time, indicating that in addition to economics, the marginal effect, the farmer's consumer psychology and consumer environment which have the same impact on consumer behavior.This paper is based on the theory of consumer psychology, and quotes data and information including the National Bureau of Statistics and academic research, commercial research. According to the research materials in many of the rural population consumption of specific psychological qualitative and quantitative description of consumer behavior in the reference model, such as the decision-making process model a wide range of psychology, based on the consumption of rural residents on the impact of many factors in decision-making and specific analysis of the classification. Finally, with the analysis of"China's rural subsidy scheme"in accordance with a typical and representative of the whole campaign, the nature of the policy analysis of the government, and how specific needs of rural residents in accordance with policy and marketing strategy to promote the follow-up to achieve the consumption of household electrical appliances in rural driving, and promote the purpose of the common development of urban and rural areas.The consumption of rural residents in psychology and consumer behavior is the object to study. The main part of this paper, however, firstly describe the current consumption of rural residents according to the status quo, which is the reality basis of consumption, mainly from three start levels, i.e. the consumer market structures, consumption, consumption structure. Overall, the consumption of rural residents in the latest three decades in China has been from the stage to a well-off stage of poverty, a low starting point, to a high-speed development stage of development of the steady growth phase. This shows a gradual consumption imbalance, specifically manifested in the urban and rural differences, regional differences and differences within the rural population and indicating a growing trend in the gap. At the same time, structural changes in consumption trends shows the increasing of the proportion of consumption to enhance spiritual life, increasing of the proportion of service consumption, increasing of the proportion of development and enjoyment of consumption, which are all reflecting the optimization of the consumption structure. A certain consumption level and consumption structure of rural household consumption behavior based on the study of consumption psychology, and certain consumer psychology is closely linked to particular social environment. The raise of consumption level of rural residents means the consumer demand and the motive means is changing, especially for young people who have got the concept of more obvious changes, and all kinds of consumption of rural residents without balanced in consumption of a wide range follows kinds of diversity of consumption. Modernization and urbanization, the idea of life and traditional customs of life of the community impact of the concept of the role of the rural population, and in consumer psychology and behavior is characterized by a variety of contradictions and a unified common ground.Impact on consumer psychology can be divided into a variety of factors from outside the macro-political and economic environment, from social and cultural environment and marketing from the business environment. The Government's agricultural policy, rural infrastructure, urban and rural household registration policy, are a direct impact on consumer psychology farmers. Cultural diversity and consumer groups, differentiation is a wide range of psychological and behavioral causes of the social environment, the specific means of influence is represented through television and mass media, represented by word-of-mouth interpersonal communication. In contrast, the rural market as a result of the current operation of the main small and scattered the status quo, not giving full play to its influence.Economic crisis made it necessary to develop the rural market to household electrical appliances, for example, since the production of home appliances and consumer electronics industry background and the difference rate of ownership between urban and rural areas, the central government set China's rural subsidy scheme , which illustrated that any farmer who purchases the designated channel in the designated home appliances will get 13% of direct subsidies to stimulate consumer appliances, to narrow the gap between urban and rural areas. According to the current consumption levels of the farmers and consumer psychological status, the central government propaganda the main policy through the mass media as a promotional platform for the promotion of universal access policy, and in accordance with feedback from farmers to make timely adjustments. Appliances to the countryside as a result of market-competitive behavior is not entirely for the successful enterprises, such as price, channels, products and marketing strategy are all different from the past, the overall pattern of rural household electrical appliance market will also have far-reaching effects. Feedback from the perspective of rural residents, through the price elasticity will be able to play a role in promoting the role of consumption, the effect from the implementation point of view, only under the current consumer environment and the actual needs of the farmers of government policies and corporate strategies, to developing the rural real consumer market. |
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