本文通过对铜川市耀州区前申河村、安申河村家电下乡政策在当地的落实情分析,找出农民作为消费者购买力较低,消费需求不旺盛的根本原因,并提出相关政策建议:切实增加农民收入,提高农民的购买力;保证下乡产品质量,营造良好消费环境;完善社会保障体系,消除后顾之忧,促进即期消费;健全农村消费信贷体系。 Based on the local implementation of the policy of bringing home appliances to the countryside in Qianchenhe Village and Anshenhe Village of Yaozhou District, Tongchuan City, this paper finds that peasants, as the root cause of low purchasing power of consumers and weak consumer demand, make relevant policy suggestions: Increase peasants’ income, and increase the purchasing power of peasants; ensure the quality of products going to the countryside and create a good consumption environment; improve the social security system to eliminate worries and promote immediate consumption; and improve the rural consumer credit system.