Abstract: In this study, through the study of the relevant literature, in the grasp of a certain research methods and theoretical basis under the premise of the design of the questionnaire, the "urban residents in Beijing urban fresh consumption characteristics of consumption," one to one face to face interviews with consumers, access to The research data of the purchase and consumption of fresh corn in urban residents of Beijing were analyzed. The data of the survey were analyzed by descriptive statistics and cross analysis. The market segmentation was carried out according to the different purchase and consumption characteristics of fresh corn.The study shows that with the increase of education and income, consumers choose to increase the proportion of fresh edible corn in high-end restaurants and canteen, and the sensitivity to fresh corn prices is reduced. The places of outdoor consumption of fresh corn, Enterprises and institutions are mainly in the unit canteen, urban freelancers are mainly in the general restaurant, individual businessmen are mainly in the roadside temporary dining places, retirees and unemployed persons are mainly in the general restaurant and roadside places; with The increase in age, the consumption of fresh corn by the impact of the more obvious the degree of attention to the price gradually increased; men prefer to eat in high-end places when eating fresh corn, women prefer the convenience of the roadside consumption. When buying fresh corn, women are more likely to be affected by the season than men. According to the characteristics of consumers to buy and consume fresh corn, the fresh corn will be subdivided into two sub-markets: emotional motives sub-market and rational motive sub-market. Consumers of emotional motivational market, with the need to buy and emotional experience to buy the dominant features in the purchase and consumption of fresh corn, the more concerned about the psychological and material needs and other factors; rational motive sub-market consumers , With objectivity, thoroughness, control characteristics, in the purchase and consumption of fresh corn, the more concerned about the product attributes, the purchase environment, the cost of consumption and other factors;