关键词: 流入城镇农村人口, 消费行为, 生存型消费, 零售企业

Abstract: The massive rural-to-urban migration has a large potential for consumption growth. Consumption behavior of migrants is different from that of the rural or urban local residents，affecting both gross consumption and consumption structure in urban and rural areas. Based on a survey in Xi'an City，the migrants' income is low and unstable，but their saving rate is relatively high. While their consumption is primarily at subsistence level，some of them have already begun to pursue growth-or enjoyment-centric consumption. Their sources of commodity information are limited，and most of them have online shopping experiences. Supermarket is the main option when they do shopping. They preferre quality and price to other factors. Based on the characteristics of consumer behavior described above，policy suggestions are discussed for government and retail enterprises. The government should pay more attention to the consuming potential of this group，promote the growth-or enjoyment-centric consumption，and fully develop the relevant social security systems such as medication，pension and children's education. Retailing enterprises may provide more common commodities with high functioncost ratio，introduce discounted prices and experience marketing，open shops in the condensed areas of rural-to-urban migrants，and offer more online shopping opportunities to promote new products to well-educated，young，or high-income groups.

Keywords: Rural-to-urban Migration, Consumer Behavior, Subsistence Level of Consumption, Retail Enterprises