Using the combined means of theory analysis and data analysis,the paper analyzes the relationship between citizen Gini coefficient and average propensity to consume in Heilongjiang Province according to the fact that the growth rate of consumption demand is slow.

Empirical results indicated that residents consumption expenditure, cigarette price, regional difference, economic growth, industry upgrade,Engle Coefficient of urban residents, consumption expenditure of rural residents, and average propensity to cigarette consumption on cigarette demand had significant impacts on cigarette demand.

The Change of the Resident's Consumption Demand and the Propensity to Consume in China;

Its deep causes are that our country s propensity to consume is low, and there are many barriers to fund precipitation and investment consumption turnover.

By using the data provided by Statistical Yearbook of Shandong province, the changing tendency of propensity to consume, marginal propensity to consume and income elasticity of consumption about the consumption of Shandong province are analyzed.