An Investigation And Study Of Consumption And Demand For Higher Education In Huanggang Rural Familiy

In the 1990s, China's higher education began full implementation of compensatory education, broke the planned economic system under which government is the only investor for higher education. promoted the restructuring of household consumption. As a result China's higher education spending became new consumer hot spots, also became one of the focal issues of social concern. In 2004 for the first time the number of college candidates students in rural areas exceeded the number of cities and towns, which shows that rural households will become the main demanding groups of higher education .This study is based on the above background, and taking into account the family consuming theory research from domestic and foreign scholars on higher education. This study uses rural households in Hubei Province's Huanggang City as sample, use surveys and interviews to collect relevant data and information, SPSS statistical software is used to analyze higher education consuming demand situation of families in the rural areaThrough investigation and analysis the study found that consuming demand of rural families in Huanggang City of higher education have the following main characteristics: First, in Huanggang City, higher education spending desire of rural households will be very strong. Second, in the Huanggang City , the purpose of higher education consuming of the rural families is very clear and but with obvious goal to gain reward. Third, in the Huanggang City, higher education spending of rural families has the intention be seriously non-rational. Fourth, rural families in Huanggang City have very limited capacity to pay for higher education.Through the research on higher education consuming demand of rural families in Huanggang City we found that in rural households in the area, the father's educational level, occupation, age have important impact on consuming demand for higher education. The family income level will not affect higher education spending, but would have an important impact on capacity to pay. The evaluation of the quality of higher education has great impact on on Rural families' higher education spending. However, the child's gender will have no impact in the area's rural families higher education spending. The main reasons why higher education consuming demand of Rural families in this area of showed the above characteristics are: he larger financial gap between urban and rural areas in our country, the impact of traditional values, the lack of resources in quality education, the asymmetric information availability, etc.Based on status of Huanggang City's rural households consuming demand for higher education, the study proposed the following advice measures: First, need to have a correct understanding of the potential demand for higher education spending; second, need to guide rural households for rational higher education consumption; third, guide rural households' correct awareness of higher education; Fourth, improve the quality of employment and the employment rate for college graduates; Fifth, the develop reasonable prices and accommodation prices; sixth, improve relevant laws and regulations to stop non-reasonable charge on Higher education; section 7, for families with different income there should have different prices for higher education; eighth, improve the funding system for students from poor families.