关键词: 农民工, 金字塔底层, 福利消费, 身份

Abstract: Understanding the demands of the consumer market of Chinese migrant workers is of great concern to the transition of the development of economy,creativity of business pattern,the elimination of impoverished population and the going-down of dual economic structure of urban and rural areas.This paper considered that the consumption of migrant workers depended on two mechanisms which were "economic effect" and "identity effect" respectively.The former effect mainly had influence on the migrant workers' private consumption,yet the latter effect mainly influenced their collective consumption and welfare consumption.Referring to the survey of the migrant workers at Shanghai in 2010,this paper interpreted their demographics,consumption structure and consumption goods,and then summarized their patterns of consumption accordingly.Lastly,this paper proposed that business firms should all attach great importance to the consumers at the bottom of the Pyramid and their large amount of wealth.

Key words: migrant workers, bottom of the Pyramid, welfare consumption, identity