Research On The Evolution Of Sports Consumption Structure Of Urban Residents In China

Under the background of Healthy China initiative and the strategy of promoting domestic demand by consumption and forming an internal economic cycle in a new development stage,sports consumption is an important new increasing factor of economic development as well as an significant driving force to promote residents'physical and mental health,to promote their spiritual pleasure and to light up their happy life,which has great development potential and broad market prospects.However,behind the"accelerated running",sports consumption still faces many disadvantages,such as the urgent need to optimize the structure of sports consumption.Based on the national strategic opportunity and the realistic demand for the urgent optimization of sports consumption structure,this study takes the evolution of China's sports consumption structure as the research topic,and analyzes the historical track of the evolution through methods of literature,expert interview,questionnaire and mathematical statistics,and empirically tests the current situation,characteristics and evolution trend of China's sports consumption structure at the current stage to deeply explore its influence mechanism.Additionally,this paper proposes targeted and effective strategies with the hope of providing both theoretical reference and practical guidance for the continuous optimization of China's sports consumption structure in the new development stage,the revitalization of China's sports industry and the promotion of Healthy China initiative and economic internal circulation strategy.The main conclusions are as follows:(1)On the whole,China's sports consumption structure has undergone three stages:From 1978 to 2000,the overall improvement of the external environment promoted the preliminary development of sports consumption,and the sports consumption structure began to take shape under the promotion of sports professionalization reform,but the sports consumption structure in this period was relatively single,mainly focusing on physical sports consumption.From 2001 to 2013,the continuous development of the external environment helped promote the gradual rise of sports consumption.Beijing's successful bid for the Olympic Games became a catalyst for the gradual enrichment of sports consumption structure.During this period,the sports consumption structure gradually diversified and the consumption related to sports services gradually increased,but the uneven development of sports consumption structure was more prominent.Since 2014,the external environment has continued to improve,which has boosted the increasing prosperity of sports consumption.Driven by consumption upgrading in the new era and the national fitness campaign,the structure of sports consumption has been continuously adjusted to a more diversified and average manner.However,in the special period of regular epidemic prevention and control,the internal structure of China's sports industry is still faced with great pressure to improve,and the sports consumption structure needs to be further optimized.(2)The sports consumption structure of urban residents shows significant differences in gender,age,occupation,educational background,income and regions.In the process of optimizing the structure of sports consumption,it is suggested to provide targeted and efficient supply of sports consumer goods with different levels and types so as to improve the matching performance between the supply and demand of sports consumption.Among the physical,participatory,ornamental and game sports consumption,the proportion of basic sports consumption expenditure is less than 50%,indicating that China's urban residents' consumption demand for sports fitness training and sports competition performance is increasingly stronger at present,and the sports consumption structure shows an evolution trend towards "enjoyment and development".Overall,China's physical consumption still accounts for a relatively high proportion,while the proportion of ornamental sports consumption is relatively low,which further proves that the sports consumption structure still needs to be optimized.(3)The influence mechanism of sports consumption structure evolution can be carried out mainly from three perspectives including solving problems of"nonexercise" and "non-consumption" and promoting "stable sports consumption".1)The main restrictive mechanisms of the"non-exercise"group are individual factors of personal hobbies and physical exercise needs and supporting factors of physical exercise cultural atmosphere and leisure time.2)As for the "non-consumption" group,supply conditions like sports consumption environment and products and services are the main restrictions.3)With regard to stabilizing sports consumption,the main influence mechanism of physical sports consumption turns out to be personal factors as sports consumption demand(motivation).The influence mechanism of participatory sports consumption lies in that sports consumption policy and income level are the premise and basis of influencing residents' participatory sports consumption behavior.The quality improvement and innovation of sports consumption products and services as well as the continuous improvement of sports consumption environment are important factors affecting residents' participatory sports consumption behavior.Participatory sports consumption demand still occupies a key position in the influence mechanism of residents' sports consumption behavior.With reference to the influence mechanism of ornamental sports consumption,the improvement of income level and sports consumption support are important preconditions to affect residents' ornamental sports consumption behavior.What's more,the promotion of the attraction of sports events and reasonable ticket price are key factors to promote residents' ornamental sports consumption behavior.Physical and mental pleasure,worship and pursuit of stars are main demand motivations to promote residents' ornamental sports consumption behavior.In addition,the main influencing mechanism of game sports consumption is supply factor of winning probability and maximum bonus amount.(4)Optimization strategy of sports consumption structure.optimizing the external environment of sports consumption is the precondition and important driving force to promote the evolution of sports consumption structure.The key to optimizing the external macro environment of sports consumption lies in strong policy guidance and promotion,strong support of national financial funds,strong cultural atmosphere of physical exercise,and the continuation of physical exercise population.Secondly,strategies to improve the quality and efficiency of sports consumption supply include innovating sports consumption products and services,optimizing sports consumption environment,and innovating sports consumption marketing.Furthermore,the strategies of releasing sports consumption demand include activating sports consumption demand,improving consumption payment ability and strengthening sports consumption behavior guarantee.