:在当前国内需求不足和出口难度较大的情况下 ,开拓农村市场重要性凸现。为摸清农村居民消费水平、特点、意向 ,笔者在广东全省范围内 ,按收入水平的高、中、低分别选取 6个市、2 9个镇共 2 90户农村居民家庭 ,实行逐户上门访问调查。文章在进行广泛、深入调查研究的基础上 ,分析了农村居民消费水平、特点、消费需求意向以及开拓农村市场的困难 ,并提出了针对性较强的对策 : In the current lack of domestic demand and exports more difficult case, the importance of developing the rural market highlights. In order to find out the consumption level, characteristics and intention of rural residents, the author selects 2 90 rural households in 6 cities and 29 towns in high, medium and low income levels in Guangdong province, Home visit survey. On the basis of extensive and in-depth investigation and study, the article analyzes the rural residents’ consumption level, characteristics, the intention of consumer demand and the difficulties of opening up the rural market, and puts forward some countermeasures