Study On Marketing Status Of Outdoor Sports Industry In Beijing

A recent phenomenon in China, outdoor group sports provide an important social outlet as well as important economic implications. Outdoor sports have benefited tremendously from rising incomes and urbanization and their impact on peoples'sense of individualism and roles within groups, and their willing to take on new challenges.As can be seen just about anywhere around Beijing, the nation has experienced a great surge in interest in outdoor sports, though obstacles to further development still remain. This paper will use primary sources, results of questionnaires and interviews, and other research to pinpoint these current obstacles in the further development of outdoor sports in China, as well as offer some solutions.Careful analysis shows the most prominent factors in determining an individual Beijinger's level of participation in outdoor sports include age, sex, cultural level, profession and income level. On the whole, Beijingers have strong inclination and motivation towards sports, however there are factors that do not allow them to fully engage that motivation. These mainly revolve around retrains of time and economics. However, Beijingers do understand the importance of participating in sports as a social exercise– a fact of which advertisers are also keenly aware.In making better use of these factors, the following recommendations may be made: improve general information about sports, build the market for sports, increase demand among the public, spread awareness of the safety of various sports, better understand the consumers and their requirements for participation, improve offering at clubs and sports groups including special incentives, train more coaches and improve knowledge of existing ones. More standard offers and access to information will go a long way in improving the sports market in Beijing.