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

摘要： 流入城镇农村人口是我国具有较大消费增长潜力的人口群体，他们的消费行为既不同于传统农村居民，又有别于城镇居民，进而影响着城乡两地的消费总量和消费结构。基于西安市的调查发现: 该群体具有收入水平低且不太稳定; 以生存型消费为主，部分人开始追求发展型和享乐型消费; 获取商品的信息途径单一，大部分人有网络购物经历; 以大型超市为主要购物场所，购买商品时优先考虑质量和价格等特征。我们认为: 政府要重视该群体的消费潜力，引导发展型享受型消费，完善医疗、养老、子女教育等方面的保障制度。零售企业可以提供性价比高的大众商品，使用价格折扣和体验营销，在流入城镇农村人口聚居区和网络上开店，向年龄轻、受教育程度高、收入高的群体推广新产品。

关键词: 流入城镇农村人口, 消费行为, 生存型消费, 零售企业