摘 要：本文主要研究江山市凤林镇1995—2005农民收入与消费结构及其市场供应状况的变化，总结归纳该镇十年来农村消费市场的发展特点，探讨了不同收入水平下的消费结构的决定因素，指出10年间农村消费市场发展缓慢的原因主要是由于企业对农村市场的潜在需求研究开发力度不够，表明了在新时期下，要提高该镇的消费水平，开发扩大农村消费市场，企业和当地政府所应该采取的相应的有效措施。
关键词：农村；收入水平 ；消费结构 ； 消费市场 ； 企业
Abstract：This paper mainly do some researches on the incomes and consumption structures of rural residents in Fenglin Town in Jiangshan City, as well as the changes of the market supply status during the year 1995 to 2005.The research summarizes the main features of the development in rural market ,pointing out the central reasons of the slow transformation of the rural consumption structure is owing to enterprise’s superficial study and exploitation on the rural demands. The research indicates that what measure should be taken by the enterprises and the government in the new economic environment in order to enlarge the rural consumption market.
Key words：country；income level；consumption structure；consumption market；enterprise
