| Since the reform and opening up, the rapid development of the economy of Zhejiang Province, showing changes in turn the world upside down, not only in Zhejiang province is the income of urban residents continue to rise, the income of rural residents is also showing a trend of rapid growth, but compared with the high investment and high exports, the apparent lack of demand for consumption of rural residents, according to the Zhejiang provincial statistics yearbook data display, rural residents in Zhejiang province have 3281.48 million people, is the province’s total population 67.98%, the expansion of rural consumption in Zhejiang province is very significant for the pulling power of the whole province economy. This paper consumption level and the consumption structure of rural residents in Zhejiang Province as the research object, first sort out the relevant consumption economic theory, focus on the consumer economy theory of Marx, and then analyzes the status quo of consumption level and consumption structure of rural residents in Zhejiang province in 2010-2013 years, after the analysis of the factors affecting the consumption level of rural residents in Zhejiang province and the consumption structure, finally according to the above analysis and draws some policy conclusions.This paper consumption level and the consumption structure of rural residents in Zhejiang Province as the research object, first sort out the relevant consumption economic theory, including the western theories of consumption economy, the development of consumer economy theory of Marx and Marx’s economics of consumption in China, then analyzes the present condition of consumption level and consumption structure of rural residents in Zhejiang province in 2010-2013 years the conclusion is that there is a great difference, urban and rural residents’ consumption level and consumption structure, and then analyzed the influence factors of Zhejiang rural residents’ consumption level and consumption structure includes income factors, environmental factors and consumption of consumer policy, finally, according to the Analysis on the present situation and the factors and draws some policy conclusions, in order to improve the income the level of rural residents in Zhejiang Province, improve the consumption structure provides some reference suggestions. |
