Research On The Present Situation And Strategies Of University Students' Sports Consumption In Chengdu

This thesis analyzes and summarizes the materials concerning domestic consumption, sports consumption and university students' sports consumption based on the present facts.After defining the concept of university students' sports consumption, it designs a survey on the present situation and strategies of university students' sports consumption in Chengdu in the following aspects: motivation, level, structure, sports events, influential elements and market prediction.The survey selects students of the eight representative universities, which are Sichuan University, University of Electronic Science and Technology of China, Southwest University of Finance and Economics, Southwest Jiaotong University, Xihua University, Southwest University for Nationalities, Sichuan Normal University and Sichuan Agricultural University.The survey also includes interviews with certain experts, professors and students. The thesis contains the following contents:1) Motivation of university students' sports consumption. Research shows: university students in Chengdu have a strong concept of sports consumption as well as those in other provinces and cities, Their motivations are: body building and entertainment2) Level, structure and sports events of university students' sports consumption. Research shows: the monthly sports consumption of 81.7% university students is below 30 RMB. The Engel's Coefficient of the sports consumption of university students in Chengdu is below 0.1. Barter consumption dominates the sports consumption, barter consumption is far higher than labor consumption. The first fivelost favored sports events are badminton, football, basketball, Ping-Pong and ymnastics respectively.3) Elements that influence university students' sports consumption. Research is ut on subjective active elements, objective active elements, subjective negative lements and objective negative elements that influence their sports consumption. Research has been done to how much they are satisfied with the present sports onsumption and influences of sports organizations and associations on their sports onsumption.4) Market prediction of sports consumption of university students in Chengdu. In his part, research has been done on the ideal price of sports consumption, the prior elected sports events in consumption, and the prior selected and abandoned types of ports in consumption.5) Conclusion and strategy. Eight counter-strategies are raised, which are ombined with the market prediction and based on the research results of the whole hesis.Since the research objective and content of this thesis are very special, which are: n the one hand, when university students, as a special group, act as the main body of ports consumption, situations are very special; on the other hand, when recreational ports become a commodity, governmental interference and social market supply are nvolved, so situations are also special. Thus this thesis can only try to carry out a more etailed argumentation of university students' sports consumption in these aspects: motivation, level, structure, sports events, influential elements, market prediction and trategies in the hope that it will be of some help to promote sports consumption of niversity students in Chengdu.