一、当前农村摩托车市场需求的主要特征农民收入连年增长决定了农民逐步有能力购买摩托车。农民收入增长速度缓慢和年收入不高,决定了农民在摩托车这种“半奢侈”耐用消费品的消费上必然有着鲜明的特点,主要表现为:农民购车主要用来载货或载人,以替代传统的代步工具;农民选择摩托车时的求廉(价格便宜)、求实(质量性能好)、求美(外观漂亮)心理表现最为显著。购车前农民消费心理非常理性,求实心理最为显著,比较重视 I. The main features of the current rural motorcycle market demand The growth of peasant income year after year has determined that farmers are gradually able to purchase motorcycles. The slow increase in the income of farmers and the low annual income determine that farmers must have distinctive characteristics in the consumption of motorcycles, semi-luxury and durable consumer goods. The main manifestations are: The peasants are mainly used to carry goods or carry people. In order to replace the traditional means of transportation, the farmers’ choice of motorcycles has the most remarkable psychological performances when they are looking for honesty (low price), practicality (good quality and performance), and beautiful appearance (beautiful appearance). Farmers’ consumption psychology before buying a car is very rational, the most pragmatic and significant