Research On Reciprocal Mechanism Of Sport Consumption And Development Of Sports Market

With the development of China's sports industry and sports consumption level, the competition in sports consumer market is more intense. Faced with an increasingly complex and volatile market environment, on the one hand, sports organizers and related enterprises need to understand the operation mechanism of sports consumer market and the objective laws of consumer behavior in depth, on the other hand, they need to manage sports consumer market or promote business performance from the perspective of market operation. Therefore, this paper analyzed the development mechanism about sports consumption and sports consumer market, besides, elaborated the operation mechanism about sports consumer market. On this basis, in addition to summarize the experience of domestic and international sports consumer market operation, also by means of relationship marketing theory to research the methods that will have contributes for enhance sports consumption customer's spending intentions. On the basis of the above theoretical and empirical research, put forward some suggestions to guide the healthy development of sports consumption, in order to provide effective theoretical support to ensure the sports consumption industries are rapidly and healthy development.Firstly, this paper reviews the theory and research literature on domestic and foreign sports consumption, summarizes the four elements of sports consumption, including the sports consumer awareness, sports consumer intentions, sports consumer behavior and influence factor of sports consumption, and draws out the internal structure of main elements of sports consumption. Using the theory of planned behavior, analyzed the formation mechanism of sports consumption by the process of Cognitive perception-psychological motivation-behavioral intentions-behavior, and from a different degree of involvement, explores the different paths that formed sports consumption. Using literature, induction and logical analysis.etc, from the basic properties of commodity to analyze the basic conditions for the formation of sports consumer market, from the type of supply-demand balance and production function, the two perspectives to analyze the formation of sports consumption market, and using the theory of value chain to analyze the operation process of sports consumer market, discussed the overall operation mechanism of sports consumer market.Then, by sorting literature and theoretical analysis, and around the the main idea "how reciprocal motivations affect sports consumption", to further elaborate sports consumption's participate influence mechanism that is based on the mutual excitation, on this basis, establish a conceptual model that describe the relationship between reciprocity, commitment, trust and sports consumption, and presents six core assumptions of the paper. Next, according to research issues and Chinese research context, select the measurement scale of each variable, then pre-testing, reliability testing and exploratory factor analysis, to form a formally survey questionnaire. Then explains the objective of the questionnaire and date, subsequently, made a necessary characterization analysis for the samples, conducted reliability and validity testing for formal scale, and made correlation analysis of key variables. Meantime, in order to more clearly examine the mediating effect of trust and commitment, this paper constructed five nested structural equation modeling, through the model's calculate and revision, to give the corresponding conclusions:reciprocal has sufficient explanatory power for participation in sports consumption,and in which the commitment and trust which play a mediating role.Starting from the worldwide typical success stories,then compare with a failed cases, to summed up the effectively inspiration for development of the sports consumer market:the management system that treat union as the core,the operating mechanism that treat economic interests as the core, and the marketing system that treat market demand as the core.Finally, this paper put forward some recommendations from the government level and the enterprise level respectively to promote the healthy development of China's sports consumer market. these policy recommendations include:Improve the regulations in sports consumer market, Strengthen supervision and management; Building a sound credit system, strengthen industry self-regulation; Establishing a modern property rights system, to make sure sports enterprises have property rights; Increase propaganda, treat nationwide Fitness as an opportunity to vigorously promote the sport socialization; Speed up the construction of sports infrastructure,improving environment for residents' physical exercise; Optimize the structure of sports industry,consummate diversified mechanism for sports investment and consumption; Set up professional operation team,training specialized management personnel for sport games. The suggestions for improve sports consumption enterprise's management performance:Elevate the management level; Using modern marketing means to promote sports consumption; Promote sports consumption by the means of relationship marketing; Increase the competitive level in sports events.