基于大量的营销调查数据 ,从分析影响农民消费特征的因素层次入手 ,探索性地指出了农村市场研究的分析路径 ,从整体与个体两方面分析 ,提出农村居民消费的机能需求、核心需求和外延需求 3种模式 ,并利用第一手资料对所提炼的农村居民消费模式特征给以阐述 ,并分析其影响因素。 Based on a large amount of marketing survey data, this paper analyzes the factors that affect the characteristics of peasant consumption, explores the path of rural market research analytically, and analyzes the functional requirements, core needs and extensions of rural residents’ consumption from both overall and individual perspectives Needs three kinds of modes, and uses the first-hand data to elaborate on the characteristics of consumption patterns of rural residents and analyzes the influencing factors.