This article analyzes the consumption level and structure of rural families of Hunan province and the national rural families in terms of per capital consumption expenditure,average consumption tendency and marginal propensity to consume,consumer demand elasticity aspects.The results show that the consumption expenditure per capital of rural families in Hunan exceeds the national level;the consumption demand emphasis is consistent,basic needs project marginal propensity to consume is the largest,and the higher level demand project is still at low level.Hunan rural families' consumption is more controlled by earnings level.It suggested opening the rural family earned channel and improving the consumption environment,perfect the security system in rural areas to optimize the rural families' consumption structure of Hunan.%从人均消费支出、平均消费倾向与边际消费倾向、消费需求弹性等方面比较分析湖南省与全国农村家庭消费水平与消费结构,结果显示,湖南省农村家庭人均生活消费支出高于全国农村家庭消费水平;二者的消费需求项目的侧重点基本一致,基本需求项目的边际消费倾向最大,而较高层次的需求项目还处于较低水平。湖南农村家庭的消费更受到了其收入增长水平缓慢的制约。建议开辟农村家庭创收渠道、改善农村消费环境、完善农村各项保障制度等以优化湖南省农村家庭消费结构。
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