Current Condition Study Of The Participant Sport Consumption Behavior Of Midlife Groups In Suzhou Urban Area

Suzhou is a famous tourism city, the total GDP output value of Suzhou was No. 5 in China in 2004, the fiscal revenues was also No. 6 of the whole country, total import and export value positioned as the third in the whole country; while fast economy development, the midlife group of urban area of Suzhou is at the stage of " both ends of candle being burnt " too, they were born under double pressure of career and family. In career, they had to work hard encountering such strong working competition pressure, after their work, they had to join various kinds of training classes to charge and enhance professional capabilities; In family, they had both the aged and kids, had to support their parents and educate children. Thus, the midlife group's health condition was at the status of long time overloaded and heart highly tensed, in addition some unhealthy life styles, their bodies were terribly apt to be" Subhealthy Condition ".West population economists thought that, people needs certain cost to obtain higher quality. Schultz emphasized that: " from the moment when the human society generated, every human quality was enhanced and some expenses were cost ". That is to say, it's necessary to spend expenditures buying sports products, service or labor works for health. Sports consumption becomes the vital path to develop physical quality, realize physically and mentally health, and achieve amusement. It provides methods and means for body building, amusement and relaxation, and realize by means of the transformation of sports consumption behavior. Suzhou is a city with developed economy, where the sports consumption behavior of the midlife groups should have this characteristic too. So, it has certain realistic meanings to study their sports consumption behavior purpose, projects, venues, time and influence factors to understand the current condition of the sports consumption of midlife groups, and to guide their rational consumption behaviors etc.With introducing the methods of literature resources, questionnaires, logistic methods, statistics and induction etc, this paper has a theoretic analysis of the sports consumption behavior of the midlife groups of urban area of Suzhou, the preliminary conclusion was as follows:1. The purpose of participant sports consumption behavior of the midlife groups of Suzhou urban area were that, based on its importance,1st body building, 2nd relaxaition amusement, 3rd communication, but subject to sex, career, education level and income.2. The statistical analysis of participant sports consumption behavior of the midlife groups of Suzhou urban area indicated that, 1st badminton, 2nd physique callisthenics and bodyphysique, 3rd swimming, but different participant projects of midlife groups subject to different sex, education level, career and income.3. The time schedule of participant sports consumption behavior of the midlife groups of Suzhou urban area shew that, unfixed or incidental consumers still shared higher proportion, for regular weekly sports consumption, most people had 2 times consumption every week, and the groups spending 30- 60 minutes for every consumption were highest in proportion in the groups, but the time schedule of consumption arrangement were subject to sex, career, education and income.4. The venue selection of participant sports consumption behavior of the midlife groups of Suzhou urban area demonstrated that, most middle aged groups choose indoor consumption, secondly was outside, and 3rd unfixed venue, the midlife groups selected the venues with entrance ticket cost RMB 5- 10 were highest in proportion, secondly the places with ticket price RMB 11- 20, and those choosing the places with ticket price above RMB 200 for sports consumption was relatively very low in proportion, it reflected that the level of participant consumption of midlife group of Suzhou urban area was not very high at present, but different consumers had different places selection of consumption.5. The influence factors of participant sports consumption behavior of the midlife groups of Suzhou urban area were that, 1st economy condition, 2nd sports fields facility status, 3rd service quality of sports, 4th time factor, 5th consumption thinking.