The Survey And Countermeasures On The Current Situation Of The Participation Of Female Population In Sports Consumption In Parts Of Nanjing Operational Fitness Sites

Sports consumption is the basis for the sports industry, concerning the coordination of sports market and socio-economic development. Foreign course of the development of sports consumption and the status quo shows that the development of sports consumption have a positive impact on the change of consumption structure and the consumption patterns, and optimization of the economic structure, the improvement the quality of economic development, the promotion of social productivity and the enhancement of the quality of our people and the degree of social civilization. As a result, the research of consumption of sports has important social meaning and economic significance.In China, with economic and social development and the implementation of "National Fitness Program Outline," the participation of urban residents in sports-consumption has been gradually developed. As the female population has its own physical characteristics and social roles, the research of the participation of women residents in sports-based consumer is well needed to contribute to the understanding of the participation of the female residents in sports-consumption, to the further guide of women residents into participatory sports consumption, to the improvement of Fitness awareness and consumer concepts, and to the promotion of women's participation in the development of consumer-type sports.This paper adopts the research methods such as literature, surveys, and interviews with experts and statistics, to study Current Situation of the Participation of Female Population in Sports Consumption in some of Nanjing Operational Fitness Sites. The paper will achieve this through the analysis of the factors, the identification of existing problems and the proposition of the development countermeasures. According to the research:(1) The women sports consumers in some of the operational fitness sites, aged mainly in the 44-year-old and below, accounted for 58.75 percent of the total number of investigations. The main education level is university and above, accounting for 61.87 percent. There are 51.56 percent of the female consumer are scientists, teachers, doctors and managers. And those who enjoy an annual income of 2-5 million, accounted for 48.13 percent. (2) Some of the motivations for women anticipating in sports consumption are for the reason of body-building and fitness, entertainment and hobbies. Women vary in age, education background, profession, and salary, and these characters pose impact on their consumption motives. (3) From the view of content, they prefer gymnastics, yoga and badminton. Those with lower age, lower income, and less education tend to choose more indoor fitness projects; while those with older age, higher income tend to choose outdoor projects; However, there is no difference between women of different professions when choosing the indoor or outdoor items. And it is the same with those with higher education.(4) From the angle of the consumption level, the economic conditions have an important impact on the middle-aged women to participate in sports consumption. As for those young women, the concept of consumption, free time and facilities have greater influences. Women of different educational, economic and professional levels have different factors which would pose impact on their anticipation. The economy and free time for low-income women have a greater impact, while "the concept of consumption, free time and quality of service is an important factor in anticipating sports consumption for high-income women. (5) From the view of places of consumption, women sports consumers, mostly under the age of 45, prefer the indoor operational fitness sites, while the 46-year-old sports and above choose to conduct outdoors. (6) In some of Nanjing operational fitness sites, participating sports consumer women who twice weekly consuming is the largest number which is about 49.69%. Most of female consumers'consumption time is between 61-120 minutes. Overall, fitness frequency is proportional to the age, and time length of each time is in inverse proportion to the age, The number of women each week fitness time and the during time of each is proportional to the degree of the educational qualifications; Female consumers with different occupations has no differences in each week's consuming frequency and the during time of each time. Annual earning lower and higher consumers has no sharp differences, but a female consumer whose annual earning is in the middle has relatively more consuming time. (7) That influences female consuming in Nanjing profit-making fitness room are factors of economic condition, the conception of consuming and leisure time, different age, education, occupations and income level of female groups are with different factors. (8) In Nanjing profit-making fitness room more than half of female consumers, in the coming year and after, to increase the input in participating sports consumption. It will be the tendency that to improve the organization and guidance of female in the process of participating sports consumption, and to strengthen consumption direction and organization of special activities, to improve the service quality and live up to service commitment.Development countermeasure: (1) to broad the directions of the participating sports consumption, to promote consumption concept of female; (2) to strengthen the constructions of sports fitness equipment, to optimize the environment of participating sports consumption; (3) to strengthen the management of sports consumption market system, improve the service quality; (4) to bring sports college into full play, accelerate the training of fitness management specialized talented person, (5) with "post-Olympic era" influence , to promote the development of participating sports consumption of the female.