Research On The Consumption Structure Of Rural Residents In Jiangsu Province

Since more than 30 years of reform and opening up, enormous changes have taken place in rural areas of Jiangsu. With the rapid development of agriculture, the rural residents’income level and consumption level have been increased continuously, the quality of life improved obviously. Consumption structure has also being remarkably changed and it is gradually upgrading. Consumption structure of rural residents’lives is being transformed from survival material primarily to enjoy material and development material. However, with the economic development and in-depth process of market, many factors, such as income, industrial structure, price, consumption concept and market circulation system, are affecting the rational development of rural residents’consumption structure. Improving consumption level and optimizing consumption structure can help Jiangsu rural residents truly live in comprehensive well-off life. Therefore, a study on the change of consumption structure of rural residents will help understand the trend of changes. It not only has very important value for theoretical research, but also has very active policy significance.By using the statistics data from the books like "Jiangsu Statistical Yearbook" and "Jiangsu Rural Statistical Yearbook" over the years, the author adopted positive analysis to study consumption structure of rural residents in Jiangsu Province based on the theory of Consumer Economics, Economics, Econometrics. Firstly, from the data of consumption structure of Jiangsu rural residents over the years, structure analysis and comparative analysis were adopted to study the status and development trend of the consumption structure systematically and deeply. The author analyzed the degree of change of consumption structure and at the same time compared the characteristics of consumption structure of rural residents with urban residents in Jiangsu. Secondly, ELES model was used to make a comprehensive analysis on consumption structure of Jiangsu, including analysis of marginal propensity to consume, income elasticity and price elasticity. Thirdly, the author analyzed the factors that affect changes of consumption structure of rural residents, including rural residents’income, changes of industrial structure, consumer prices, the social security system, influences of consumer concepts and the status of rural market circulation system, etc. Among them the income level of rural residents is the most crucial factor. Finally, the author proposed six countermeasures that can improve the consumption structure of rural residents in Jiangsu Province, including:increasing income of rural residents in Jiangsu, adjusting industrial structure, changing the psychological expectations of rural residents, consumption concept education of rural residents, accelerating the construction of rural market circulation system and improving the consumer credit services in rural areas. In short, the article is based on a comprehensive analysis of consumption structure of rural residents in Jiangsu. It has important practical significance for activating rural consumer market, improving the consumption level of rural residents and guiding rural residents to improve consumption structure.