Research On Participatory Sports Consumer Motivation Of New Middle Class In Shenyang City

With the development of economy and the improvement of people's quality of life,the demand for physical fitness is increasing.Sports industry is a sunrise industry with vitality.However,in today's immature professional market,the status of participating sports consumption is particularly important.the economic strength and consumption concept of the new middle class make them become the demonstration group of various experience consumption.This paper selects five participating sports consumption places in Shenyang,and takes the new middle-class customers as the objects of investigation.Using literature,field investigation,questionnaire survey,mathematical statistics and interview,from the perspective of consumption and management,it analyzes the sports consumption level,motivation and influencing factors of the new middle-class customers,and probes into the influence of the management's behavior on the consumption motivation The regulatory effect of.The conclusions are as follows: first,the new middle-class people in Shenyang tend to be younger and have higher education and income;second,there is a big difference in sports consumption expenditure among the new middle-class people,and the consumption level is related to age and leisure time;third,the consumption behavior of fitness is dominated by psychological guidance mechanism,and the difference in motivation can be explained by sports literacy and other factors;fourth,the relationship between marketing and service ability There are still some deficiencies and defects in the formation of consumer motivation.In order to expand the consumption development industry,the suggestions put forward for both consumers and operators are as follows: first,the new middle class should pay more attention to its own needs,so that the purpose of consumption can return to the essence of sports;second,practitioners should strengthen the idea of classified marketing and experiential marketing;third,improve the details of service and broaden the development ideas of service products.