Abstract: Professor Jin Xiaotong has always emphasized the importance of carrying out academic research with Chinese characteristics and constructing marketing theory with local characteristics. Professor xiao-tong jin combined with her philosophy and social science major issue research project by Ministry of Education marks the study of new generation peasant workers' income and consumption behaviors in China published by psychological course, combed the Cenozoic migrant workers and social background of ages of the consumer behavior research, the uniqueness of their consumption behavior and academic value of the study. This paper expounds the problem field of the study of peasant workers' consumption behavior and the logical context of its exploration. Finally, professor Jin Xiaotong combined with her experience in the study of migrant workers' consumption problems, elaborated the importance of marketing to pay attention to local social practice problems, and looked forward to how to construct local marketing theory from the exploration of these problems.

Key words: Marketing; Consumer behavior; Migrant workers; Local research