Investigation And Influencing Factors Analysis Of Sport Consumption Behavior Of Residents In The City Of Qingdao

Along with the improvement of people's living and working pressure, a gradual increase people's health awareness, "to spend money to buy health" has become a fashionable consumer. Sports consumption exist as a kind of consumption of high levels of needs. Sports consumption refers to a choice of a higher level of adaptation triggered by the needs of the premise of the pursuit of individual development and enjoyment under people's material living conditions to meet the basic needs of life. Sports consumption was part of the sports industry, it thrived along with the development of the industry. Sports consumption was the existence and development of the sports industry. Now, with the rapid development of the urbanization process, and the growing of urban residents, the urban population has become the main force of social consumption, but also the main force of sports consumption.Qingdao is a famous tourist city, as the emerging economic developed city, and her level of urbanization has been highest in the country, the level of consumption even more than the capital cities-Jinan, Shandong Province ranks first, it provide a vast sports consumption space for development for the residents. In particular, the successful hosting of 2008 Olympic Games and the Games in 2009 added impetus to the residents of Qingdao city sports consumer market's prosperity. However, the current urban residents under the jurisdiction of Qingdao, the economic differences in income and consumption levels, resulting in the consumption structure of sports is not reasonable, and the level of sports consumption varies. Perspective on the information currently available, there is no special study of sport for the consumption of urban residents in Qingdao. Therefore, it is very necessary that the state of sports consumption of urban residents of investigation in Qingdao.This article analyzed the sports consumption of population in-depth in Qingdao through literature, questionnaire survey method, mathematical statistics and logical analysis and other methods.The followings are the author's conclusion:First, the majority of residents in Qingdao favor the sports consumption, so sports consumption has good prospects for development; Second, the sports consumption level of residents in family disposable income in Qingdao is proportional, the residents have some spending power of sport, but the overall level of consumption is not high. Residents gender, occupation, education level of consumption of different sports have a greater impact; Third, in the structure of sports consumption in Qingdao, physical-type sports consumption is still accounted for the vast majority of sports consumption, although there have been improvements and upgrades, and formed a new dynamic equilibrium, but the physical material product consumption structure is still present sports consumption of the main content:Sports consumption structure, unbalanced and unreasonable. A reasonable sport consumption structure should be based on participatory sports consumption-based, so more conducive to the development of the sports industry, residents participatory, watch-type sports consumption aspirations of relatively large, with vast potential for development; Forth, the main residents'purpose of sports consumption is still fit and healthy, but it has been clearly diversified to the aesthetic pursuit, leisure and entertainment, the purpose of changing social contacts;Fifth, the residents of the improved conditions in Qingdao expected good behavior, the future demand for sports consumption in major trends are: the majority of residents said that in future spending on sports consumption should be increased, only a very small number of residents said that to reduce the physical consumption;Sixth,the residents think that the vast majority of the impact of sports consumption is still a major factor in economic factors in Qingdao, other factors include:leisure time, facilities and consumer environment, sports and values, and so on, they impact the development of sports consumption with different degrees.This article aims to understand the characteristics of sports consumption in Qingdao, to find out the potential market demand of current sports consumption in Qingdao, predict the future development of sports consumption, and identify the relevant factors, to find a suitable solution, It will provide a theoretical basis with a view to Qingdao residents in the development of sports consumption, thus contributing to the prosperity of the consumer market, It also has reference value for the entire sports industry research in Qingdao area.