摘 要：本文主要研究江山市鳳林鎮1995—2005農民收入與消費結構及其市場供應狀況的變化，總結歸納該鎮十年來農村消費市場的發展特點，探討了不同收入水平下的消費結構的決定因素，指出10年間農村消費市場發展緩慢的原因主要是由于企業對農村市場的潛在需求研究開發力度不夠，表明了在新時期下，要提高該鎮的消費水平，開發擴大農村消費市場，企業和當地政府所應該采取的相應的有效措施。
關鍵詞：農村；收入水平 ；消費結構 ； 消費市場 ； 企業
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
