The Analysis Of Consumption Trend Related To Sports Of Middle School Students In Nantong And Solutions To This Problem

Consumption is an important behavior and process in social and economical activities of human beings and is one important field of social economy. With the gradual maturation of our socialist economical system and constant improvement in social productivity, obvious changes have taken place in people's consumption consciousness and consumption structure. At the same time, sports business emerges when people increasingly accept and understand the importance of investment on health. Consumption related to sports business has become an integral part of modern life. The middle school students as a special subgroup in the society are one of the mainstreams in sports activities. Their consumption situation is directly connected with the future consumption trend related to sports. So it is particularly necessary to conduct deep analysis and research of their consumption behavior.Nantong ,a pioneer in China's modern city history, is located on the intersection of Yangtz River and sea as well as of the southern China and northern China. Its economy and culture have an important place in Yangtz Delta region and it is given credit for its education. So to conduct analysis and research on the current consumption situation of middle school students of Nantong will lead to more knowledge in this field and its behavior characteristics, which could be used as a guide by the schools and families as well as other related organizations to lead middle school students'consumption and would provide positive countermeasures to the problems occurred in middle school students'consumption related to sports. Finally, the research result provides theoretical and referential guide for the establishment of correct consumption notion and behavior of life-long investment on health as well as the healthy development of sports business in China.This research based on the previous achievements of other researchers adopts methods like literature review, questionnaire, mathematical statistics and logic analysis to conduct analysis and research on the current consumption situation of middle school students of Nantong and finds the following conclusions: 1.The middle school students of Nantong have relatively good habit of consumption on sports, but the consumption level is relatively low.2.In the consumption structure of middle school students of Nantong, consumption on sportswear accounts for a great percentage of total consumption, consumption on recreational and participatory sports is quite low.3.There are differences in male and female middle school students'consumption structure. Male Students spend more on sports magazines , audiovisual products, souvenirs as well as sports facilities while female students give more attention to their inner emotional experienceand self-image which leads to more consumption on ticket tolls charged by entertainment centers or fitness clubs.4.The primary sports consumption motivation of middle school student of Nantong is the requirement of P.E class and daily use; the secondary on e is for entertainment and pursuit of fashion as well as conformity; the third one is to grasp sports skills and build a healthy body as well as to learn some sports exercises methods.5.The following factors affect the sports consumption of middle school students of Nantong: interests in sports, concern for health and energy, live a colorful life, influence by school mates, ample free time, influence from society and family, no interest in sports participated, little knowledge of sports skills, disagree with the consumption principle-"cheap price, good quality", scarcity of sports space and facilities, tense study and life style, inadequacy of organization and promotion of sports activities by schools.6.Suggestions for the school P.E. Education are to reinforce psychological health education among middle school students ,to guide students to establish correct values towards sports and consumption related to it so as to raise the consumption level and consumption structure of students; to provide theoretical courses or speeches on sports consumption to develop the rational consumption habit of students ;meanwhile, to further implement all-round education policy to release students form heavy study load and to leave more time for students to take part in recreational and participatory sports.