中文摘要：

为区分农户对化肥的不同需求，促进化肥市场的购销平衡，采用江苏省4市418份化肥购买行为的微观农户调查数据，运用因子分析法挑选出CCVAL量表中包含实用理性、差序关系、奋斗进取、权威从众、独立自主5个维度21项指标，并构建农户购买农资决策体系。结果表明：农户消费者可聚类为注重性价比的“实用保守型”、自主决策的“独立自主型”、依赖他人的“权威从众型”和理性消费的“积极进取型”。普通农户对化肥是一种必需且被动的消费，综合成本与收益不变的前提下，在农村社会各种条件的限制下，农资消费往往是从众消费；少部分农户将农业生产看为自身价值的实现途径，在购买化肥过程中会争取更大的主动权。通过对农村居民的消费价值观进行研究，可以理解农村居民的化肥购买行为，并根据不同类型的消费者进行市场细分，进而提出有针对性的、有区分度的差异化营销策略与政策战略。

英文摘要：

In order to distinguish farmers＇ different needs for fertilizer and promote the balance of purchase and sale of fertilizer market,the survey data of 418 fertilizer purchase in 4 cities of J iangsu province were selected. The factor analysis method was used to select the practical rationality and difference order,struggle to forge a- head,authority of the public,independent of the five dimensions of 21 indicators,and built farmers to buy agri- cultural decision-making system. The results showed that farmers could be clustered to focus on cost-effective ＂practical conservative＂ ,independent decision-making ＂independent＂, relying on others ＂authoritative＂ and ra- tional consumption of the ＂aggressive＂. Ordinary farmers on the fertilizer was a necessary and passive con- sumption,comprehensive costs and benefits under the premise of the conditions in rural areas under the con- straints of agricultural consumption which was often perceptual consumption and a small number of farmers would be agricultural production as their own value to achieve the way in the purchase of fertilizer strive for greater initiative. Through the study of rural residents＇ consumption values, it was understand that the behavior of rural residents＇ fertilizer purchase, and the market segmentation carried on according to the different types of consumers,and then the targeted and differentiated marketing strategy and policy strategy were put forward.