Study On The Demand Structure Of Sports Fitness Consumption In Developed Cities

The three cities of Beijing, Tianjin and Shanghai have been in developmental stages from necessity with their important development goal which is to promote the all-round development of human beings at present stage. This is beneficial to increase sports fitness consumption demand and effective supply of products and services. This paper, by using literature, questionnaire, interview and mathematical statistics, mainly focused on the three cities of Beijing, Tianjin, Shanghai’s sports fitness consumption demand structure features as well as their age, education, occupation, disposable income, leisure time, sports ability, family life cycle’s impact on sports fitness consumption demand structure, and hence to analyze how to provide effective supply measures in order to satisfy different groups of consumer demand.Main conclusions are as follows:(1) Although the sports fitness service consumption of Beijing and Tianjin in the three cities is growing rapidly, the sports fitness physical consumption is still greater than the number of service consumption with three city’s level of economic development and industrial structure change being not consistent, and reasonable sports consumption structure in developed countries also have difference. (2)The middle age group, group of highly educated, professional stability and family- burden- lighter groups are not only the main groups of sports fitness physical consumption, but also of the main community sports fitness service consumption. (3) Age, education, occupation, income, athletic ability and family life cycle impact of sports fitness physical consumption and consumption of services; leisure time has no effect on physical fitness physical consumption, and on the inhabitants’ health service consumption, has a significant impact. (4) Statistically, the consumption growth of three city sports fitness service is greater than income growth with showing that income significantly promoted the growth of sports fitness service consumption; The decreasing of three city sports fitness service consumption is greater than the magnitude of the consumer price index growth with showing that the rising of consumer price index significantly inhibited the sports fitness service consumption.The paper puts forward the following Suggestions:(1) Give full play to the role of the market as t he main supply. Sports enterprise should take the moderate income groups in three cities as the ma in object of market supply. (2)The government should adopt policies and take measures to encour age social forces to take a variety of management way, revitalize the existing sports venues resour ces; Attract social capital to construct multi-function and convenient small sports venues in order to meet the residents’growing demand and the change of physical fitness. (3) According to differe nt leisure time that different age have, the internet and new media should give full play to provide personalized, diversified sports fitness service products to the middle-aged group and highly educ ated groups. (4) Sports goods enterprises should, through researching and developing high-technol ogy, personalized and highly functional sports fitness goods, upgrade product. Sports fitness servi ce enterprises should, through measures of elaborating management, product differentiation, expa nding the scale of enterprise etc., build sports fitness brand enterprise of three cities. (5) Establish standard of sports fitness industry association as soon as possible, and set the industry standard to establish and improve the comprehensive quality management and service system, in order to pro vide consumers with sports fitness service products. Moreover, the local government should, base d on the characteristics of sports fitness industry, strengthen legislation and law enforcement, give play to the role of regulation, in order to make the sports goods industry and sports fitness industr y developing healthily and positively.