Research On The Role Of Rural Consumer Opinion Leaders In The New Media Environment

In recent years, our country constantly introduced various policies to stimulate rural consumption, promote the economic development motive force. It is beginning to show its important position in the countryside. Enterprises to grasp the pulse, devoted to expand into the new "blue ocean". Both country and enterprise, want to develop the high potential consumer market, you first need to grasp the characteristics of rural consumers, suit the remedy to the case. Rural special cultural background and spread, let word-of-mouth is particularly important in the rural areas, the consumer opinion leaders as a "bridge" of rural consumers and businesses, and become the focus of cannot be ignored.In the traditional countryside, with blood, geopolitical for bonds to build up social network is simpler, clearer. Opinion leaders are also stable. But nowadays, the emerging online media is rapidly into the countryside, influence how the farmers’access to information as well as the consumption idea. Under the background of such a new environment, the opinion leaders of the rural consumers whether changed, what change? What kind of person are they? How to play a role? How did the role?This research mainly uses the combining methods of participatory observation, questionnaire and depth interview, take the Spring Festival consumption scenarios as the breakthrough point, changes in household consumption behavior of rural residents as the gripper, regarding luan weeks several villages in anhui province as a case study, analysis in the role of the new media environment, the town in the rural residents’ consumption to follow the classification of the role of opinion leaders, and from the two aspects of "mechanism" and "influence" to study further. The content of the research including:Firstly, from weeks town rural residents’ consumption behavior, and the changes of the contact information, in specific consumer behavior survey to determine consumer opinion leaders do exist.Secondly, the role change of consumer opinion leaders. Through the questionnaire survey to find out consumer opinion leader group, and then on the basis of the use of the medium category, the transmission way of information, as well as the strength of the relationship between these groups can be divided into three categories, respectively based on kinship and geographical as the link of traditional consumer opinion leader; With blood, geopolitical, boring type as the link of the emerging consumer opinion leader; On the basis of the information consultancy of unfamiliar network opinion leaders. And further analysis of the characteristics of three kinds of opinion leaders.Thirdly, the paper has studied the mechanism of action of consumer opinion leaders. Analysis of consumer opinion leaders respectively based on the content of what channels play a role. From the analysis of consumer opinion leaders in the central position in consumer information transmission network, to the analysis the information channels, including interpersonal communication, mass communication, group communication different combination; In the final, to analyze different opinion leaders transfer of different content forms.Fourthly, the paper has analyzed the influence of the different consumer opinion leaders. Including the influence on consumption pattern, the influence of the process of consumer behavior, and the influence of consumption concept.Fifthly, to sum up the rural development and changes of rural consumer opinion leaders in the new media environment. For the conclusion, from the "commercial" and "public" two perspectives do a brief discussion. Finally, the paper has reflected the lack of research.