A Study On The Current Situation And Strategies Of Sports Consumption Of Urban Inhabitants During Holidays In Yangtze River Delta In China

With the development of the economy in Yangtze river delta area, people's living standard in the cities had been greatly improved. Living in fast-paced urban areas, people, under great pressure, were increasingly heightening their awareness of the health, and moreover, people's consuming concept of sports has been widely accepted. In 1999, our country adjusted the holiday time. Citizen's public holiday has amounted to 144 day, including three "golden week" which lasted for seven days. Due to the extension of the days in holiday, citizens were able to devote more time to the sports and exercises. In holiday, citizen went for the sports enthusiastically. Wrenching themselves away from the tense life, they tend to take part in various kinds of sports in order to relax themselves and build up their boy, adjust their mood. Those activities included making good use of the sports facilities, doing the exercises, leisure movement, sports traveling, and so on. The economic activity between the holiday sports consumer and the supplier remained so frequent that the sports market had a prosperous picture.The present paper adopts the following research method: such as literature research techniques, interview of the experts; questionnaire, statistics. Carrying out the investigation on Yangtze river delta city inhabitant, the research finally discovered that the main purpose of sports consumption of the urban inhabitants in Yangtze river delta areas during holidays is to do the exercise, relax themselves, and build up their body. Most of the paid sports activities occurs once or twice a week, and usually are carried out in the weekends and holidays instead of weekdays. People spend most of the money on the renting of the field. People spend less money on the consumption of the service such as the training and consulting fee of the coach, so the consumption pattern is not really reasonable. People do not have a high level of consumption. Compared with the youth, the old people consume less and most urban inhabitants spend less than 100 yuan on sports during the holiday. The survey indicates that urban inhabitants in the Yangtze river delta area agree to the fact that they think the moderate amount of money spent on the good is acceptable.Based on the research and relevant knowledge of economics, marketing and sociology, with the overall analysis of the way to stimulate the sports consumption, we can draw the following conclusions: l)the government support the development of the sports consumption in policy; encourage the development of the sports industry, perfect the social security system, adjust the time spent on sports reasonably. 2) the sports operators exert great effort to develop the sports market and try to improve their marketing competence and service level. What's more, they put to use the following four skills in order to satisfy the great need of sports lovers: product marketing, price marketing, distributing marketing, promotion marketing. 3) heighten the awareness of people's health, expand their needs of exercising. 4) develop the sports tourism market, based on the case of Yangtze river delta, and harmonize the sports and tourism.