Henan Rural Retail Development Study

As an important part linking producing and needs, Retailing provides a main employment channel in a country and certain areas, and its development directly influences the market economy and is closely related to people's life and increasing domestic needs. In short, Retailing can well reflect how the economy is going in a country or area.In recent years, with the economic development in China, the Retailing also made great progress. However, the space and need of retailing is becoming saturated in cities, which induces the retailing business to think about how to explore more existence space. Under such background, the rural market came into people's vision. In the latest years, the government has issued a lot of agriculture-favoring policies, and the peasants' income has also increased. Meanwhile, from the year 2005 Ministry of Commerce started the pilot program of "Market Project in Thousands of Villages", and He'nan is the province which gets benefits directly from this object.Based on the document research and real-place investigation, the paper analyzes civilians' consumption behavior and the current retailing situation in rural places in He'nan Province, and it discovers the following problems: First, the general average consumption level is low; secondly, there are still disadvantages in the scale of development, managing system and facilities in He'nan's rural consumption market; thirdly, the quality of the retailers in rural areas is low. Relying on the thorough analysis and combining the features of rural retailing in He'nan province, the paper puts forwards some basic approaches and strategies, including strengthening the channel of increasing peasants' income, accelerating to transform the concept of consumption, fulfilling the government's agriculture-favoring policies, reforming the present market structure and introducing new retail institution, and perfecting and managing the traditional assembly, from which constructs a systematic and scientific Retailing in the countryside of He'nan Province and makes it develop smoothly and healthily.The conclusion of the article provides some directions on the reforming and perfecting of the Retailing in the countryside of the central provinces.