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Research On The Present Situation And Strategies Of Consumption Of Tennis Ball In Chengdu

Posted on:2006-05-05Degree:MasterType:Thesis
Country:ChinaCandidate:L P WangFull Text:PDF
GTID:2167360182472684Subject:Physical Education and Training
Abstract/Summary:PDF Full Text Request
According as summarizing the history and present situation of domestic and overseas consumption of tennis ball, and analyzing the increasing rate of GDP, the level of economy development, the ascendant humanistic and geographical condition and the profound groundwork of tennis ball culture in Chengdu, the article forecasts that the development foreground of consumption market of tennis ball is all right.Firstly, the article defines the concept of consumption of tennis ball, sorts by satisfying consumers' various demand as four kinds, such as practical, viewable, participant and communicant consumption, and then expounds the traits and benefits of consumption of tennis ball. Secondly, the article takes order with the datum of questionnaire called back with the software of Statistics Package for Social Science 11.0, and then according to theses statistical results, it analyzes the present situation of tennis ball's consumption level and structure and factors that impact resident's action of consumption of tennis ball in Chengdu. Thirdly, it draws a conclusion, and forecasts the increasing trend of tennis ball's consumption demand in Chengdu. In the end, according to the present situation of development and consumption of tennis ball in Chengdu, and these existing problems, and combining the domestic and overseas successful cases that developing tennis ball sports, the article takes idiographic suggestions and measures. Four parts of the article are as follows:The first one is the research of present situation of tennis ball's consumption level in Chengdu. The value system is composed of practical, viewable, participant and communicant consumption of tennis ball, hour consumption for tennis ball per, and expense for tennis ball per month. The result of research indicates that the level of practical and participant consumption of tennis ball is middle and low, and that of communicant consumption and viewable one is low in Chengdu. As a whole, the consumption level of tennis ball in Chengdu is low.The second one is the research of present situation of tennis ball's consumption structure in Chengdu. It is composed of tennis ball consumer and object consumption. According to consumer's sex, age, profession, education, income, aim participating in tennis ball and so on, the article analyzes the present situation of tennis ball consumer structure in Chengdu. The article is based on the actual investigation and resort to the ripe production of consumption structure of physical culture, in order to illuminate the present situation of in Chengdu. The result of research indicates that tennis ball object consumption structure gives priority to practical consumption, participant consumption is more increase than past and the percent of viewable and communicant consumption is smallest in the sum of consumer's expense in Chengdu.The third one is the factors that impact resident's action of consumption of tennis ball in Chengdu. From the four aspects— subjective and active, objective and active, subjective and negative, and objective and negative, the article analyzes the factors that impact resident's action of consumption of tennis ball in Chengdu. Firstly, the subjective and active factors that impact tennis ball consumer are in order that health, pastime, enhancing culture, competition, strong and handsome require and fashion. The objective and active ones are that tennis ball's unique charm, infection from kin and friend, enough leisure, ample income and infection from society. The objective and negative ones are that lack of tennis court, exorbitant charge of tennis court, lack of leisure, exorbitant charge of tennis training class, exorbitant price of tennis equipment and lack of tennis coach. Secondly, the subjective and negative factors that impact tennis ball non-consumer are in orderthat ignorance of tennis ball's sport skill, considering that tennis ball is a "noble" sport, disinclination for tennis ball and cause of body. The objective and negative ones are that exorbitant charge of tennis court, exorbitant price of tennis equipment and clothing, insufficiency of income, far from tennis court, lack of leisure.The fourth one is the forecast of increasing trend of tennis ball's consumption demand in Chengdu. The result of research indicates that the reasons of tennis ball's consumption demand increasing are as follows: speediness of economy development in Chengdu, increase of resident's income, transformation of modern life style, advance of tennis ball industry, expansion of tennis ball market, and proportion of senior citizen increasing.The fifth one is the research of strategy. Based on the investigation and analysis of the present situation of tennis ball's consumption and resort to the forecast of increasing trend of tennis ball's consumption demand in Chengdu, the article takes some relevant measures, in order to enlarge tennis ball's consumer, stimulate consumption of tennis ball, exploit orderly the tennis ball's consumption market, offer the decision-making and idea for Chengdu government amending and instituting layout of tennis ball's development, supplying the wider and more actual approach and means for citizen participating in sports and improving living quality and level, providing reference value for Chengdu government, physical culture department, tennis ball industry and relevant industry department.
Keywords/Search Tags:Chengdu, consumption of tennis ball, consumption level of tennis ball, consumption structure of tennis ball, consumption demand of tennis ball, consumption market of tennis ball, tennis ball industry
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