| As a sports project with profound cultural connotations,tennis is gradually recognized by people.With the rapid development of China's economy,tennis is developing from the exclusive aristocracy to the trend of civilian sports and mass sports,attracting more and more people to participate and feel the stimulation and challenges brought by tennis.Tennis is known as the second largest ball sport in the world,and its economic benefits are extremely impressive.As the core subject of tennis participation,tennis population is undoubtedly the main subject in terms of tennis consumption.Therefore,it is of great significance to the survey of the characteristics and structure of the tennis population.This article takes "The Study of the Characteristics and Consumption Behavior of Tennis Population in Changsha City" as the title,and the long-term participation in tennis in the central urban areas of Yuelu District,Yuhua District,Furong District,Tianxin District,Kaifu District and Wangcheng District of Changsha City The relevant operators and practitioners engaged in tennis clubs and tennis entity stores are the subjects of investigation,and the characteristics of the tennis population in Changsha and their consumption behaviors are the research objects.Using questionnaires,interviews,mathematical statistics,literature and data methods to analyze and study,the following conclusions are drawn:(1)In recent years,tennis in Changsha has gained momentum,tennis beginners have increased,and more and more people have participated in it,indicating that tennis in Changsha is on the rise.Since the tennis population has a small base and there is still a lack of popularity,it needs to be further enhanced and strengthened.(2)According to the survey,the proportion of male tennis population in Changsha is higher than that of females;in the age division,the young and middle-aged tennis populationaccounts for the most,and the middle and the high are low;the occupation is divided into students,teachers and enterprises.The heads of institutions have the largest proportion;the middle-income and high-income tennis population is the main income level;the educational level is highly educated;the regional distribution of tennis population is mainly concentrated in Yuelu District,Furong District and Yuhua District.As well as the Tianxin District;the overall level of sports is mainly at the lower middle level,and the top level tennis population is less.(3)The characteristics of the tennis population and the consumption motives are significant(P<0.05),indicating that the gender,age,occupation,education and income level characteristics of the tennis population have significant differences in the choice of consumer motivation;In terms of concept,rational consumption concept is dominant,and perceptual consumption is second,indicating that the mainstream consumption concept of tennis population is more reasonable;in terms of consumption habits,most tennis populations have stable consumption habits,but different characteristics of tennis people have different consumption.Habitually,the consumption behavior of most tennis populations is somewhat random.(4)The consumption structure of Changsha's tennis population is mainly based on participatory consumption and physical consumption.There is still a lack of ornamental consumption,information-based consumption and game-type consumption.It is necessary to further explore the potential of the consumer market.(5)Among the subjects studied,most people have a positive attitude towards tennis-related consumption;in the survey of the satisfaction of the tennis population,93.9% of the tennis population expressed satisfaction,indicating that the tennis consumption environment in Changsha is better,but further research is needed. |
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