长期以来，山西农村受各方面条件的制约，经济发展比较落后，农民人均纯收入不仅比山西城镇居民低很多，而且比发达地区农民人均纯收入低很多；再加上山西农村居民的传统消费观念是舍得在儿女婚嫁和住房上投资，而不愿在家庭高档耐用消费品上投资，因此，家庭高档耐用消费品在山西农村一直没有什么市场。最近几年，这种情况有所改变，一是基础设施的建设已使山西农村同外界的接触比较容易；二是农民人均纯收入在不断提高；三是消费观念在逐渐改变。所以，山西农村居民的高档耐用消费品市场有着较大的潜力，这就需要我们厂家、商家下功夫去开拓了。 For a long time, rural areas in Shanxi are subject to various conditions and economic development are lagging behind. The per capita net income of farmers is not only much lower than that of urban residents in Shanxi, but also much lower than the per capita net income of farmers in developed areas. Coupled with the traditional consumption concept of rural residents in Shanxi, Is willing to invest in children’s marriage and housing instead of investing in household high-end consumer durables. Therefore, there has been no market for household high-end consumer durables in Shanxi rural areas. In recent years, the situation has changed. First, infrastructure construction has made rural areas in Shanxi more accessible to the outside world. Second, per capita net income of peasants has been rising. Third, the concept of consumption has gradually changed. Therefore, the rural areas of Shanxi high-end consumer durables market has greater potential, which requires our manufacturers, businesses make efforts to open up.