作　　者： ; ; ;

机构地区： 广东外语外贸大学新闻与传播学院

出　　处： 《战略决策研究》 2013年第4期87-96,共10页

摘　　要： 新农村建设、城乡一体化发展背景下,营销学视角与消费者行为层面的农村消费问题研究具有重要价值。系统的文献研究发现,近十年的国内外农村消费者行为研究成果丰硕并自成特色,研究对象与成果输出出现由西方到东方的自然回转,城乡消费者行为比较研究的选题取向具有主流化,研究重心的实用倾向与现代意识显著,研究范式与方法选择呈现多元化。中国本土的农村消费者行为研究方兴未艾,未来有望在城乡二元消费结构成因及其消解路径研究、社会转型背景下农村消费者行为变化的趋势研究、农村消费者行为影响因素的多层次研究、主位取向的农村消费者行为本土化研究等重点方向为国际农村消费者行为研究的知识园地贡献理论新知。 In the background of urban-rural integration and new countryside construction, the research of rural consumer behavior based on the perspective of marketing and consumer behavior is important and valuable. The achievement of rural consumer behavior research is fruitful over the past decade. Firstly, the fervor of academic practitioners and their achievement in developing countries are more remarkable than those in developed countries. Secondly, the comparative study of urban-rural consumer behavior is getting force. Thirdly, the research focus is more pragmatism-orientated with positive consciousness. Fourthly, the paradigms and methods of application are various. The research of rural consumer behavior in China is ascendant, and it features such characteristic directions as the research on cause and solution path of dual urban-rural consumption structure, trends study of rural consumer behavior in the background of social transformation, multilevel study on the determinants of rural consumer behavior, and indigenous research in the localities.

关 键 词： 农村消费者 消费者行为 本土化

领　　域： [经济管理] [经济管理]