Investigation And Research On Condition Of Sports Consumption Of Citizens In Gansu Province

Consumption is a social activities and as a Join point for economic living, culture living and social living. Consumption is convenient for the exchange and communication of the economic field and daily life, and it is also as a field that combined by capital and daily life practice. Thus, consumption contains the economic and marketing meaning, and the same time, it has important culture and society meaning. Consumption living shows us the social relation of work dividing, cooperation, exchanging and intercourse with each other which not only from the role of "producer", but also "consumer". Consumption is a course that consumers pursues the maximum of the individual avail in economic signification, and moreover, it is a process for the consumer constructing "meaning", distinguishing interest, sorting culture and reproducing social relation.Sports consumption is an important content of sports enterprise. Essentially, it is a consumption of satisfying the people's demands of enjoy and development. Because of people's infinite demands of health and living quality, the demands of sports consumption are infinite. These years, sport consumption is becoming the new consumption focus in the large and middle scale city and some rich rural area. Sport consumption is a service consumption which adapts to the residents consumption contracture changing rule of our country and has increasing potential, so its lasting activity is inevitable and can not reverse in the new century.This paper uses the Gansu Province citizens as the research object, adopts literature datum method, questionnaire survey method, expert discuss method, mathematical statistics method, logic analyses method and some other methods to research the citizens sports consumption. From the following parts, analyzing the present sports consumption status of the Gansu Province citizens: (1) The income level and consumption construction.(2) The basic cognition of the sports consumption.(3) The motivation of the sports consumption.(4) The level of the sports consumption.(5)Analyzing the leisure time of Gansu Province citizens.(6) The construction of the sports consumption.(7) The action of sport.Further more, analyze the factors which affect the sports consumption of the Gansu Province citizens, summarize and forecast the main development current. At last, aiming at the present sports consumption status of Gansu Province urban residents, five Countermeasures are proposed in this paper. The 12 measures are showed as following: advancing the cognition of residents, inducting more people to join in sports consumption; seizing the opportunity to develop the social productivity to advance the sports consumption level; deepening the research of sports consumption demand, rationalization the sports consumption construction; aiming at the family consumption construction, exploiting corresponding sport leisure and recreation market and promoting athleticism market; increasing the consumption of sports information. This paper wishes that it can provide some valuable information to develop sports consumption, sports enterprise and economy of Gansu Province.