Study On Features Of Professional Female Sports Consumption In Beijing

At the beginning of this century, the CPC Beijing Municipal Committee, the Beijing Municipal People's Government issued the "The suggestions of Beijing Municipal CPC Committee and the Beijing Municipal People's Government on strengthening sports work, and to build the city an international sports center in the new era," which pointed out the strategies to develop the sports industry with a capital characteristics and explore for a model matching the international sports center and the modern international metropolis. From this view we can roughly feel the importance that the Beijing Municipal Government attaches to the work of sport as well as the determination that develops the sports industry and sports market. Cultivating sports consumption market and promoting the sport consumption have been used to promote the development of the sports industry, expanding domestic demand and promote the economic and social development of the capital as important measures.As an important component of the public, group of career female is in the middle class of society, it has a huge population. In general, career female receive higher education and mainly engaged in mental work which is relatively stable. They are producers as well as consumers. Career female own certain number of social wealth while they can dominate the wealth as well as their income. They have an open, modern, fashionable ideas and desire about consumption. So with Beijing's macro-development pattern, it is significant theoretically and practically to discuss the micro problems of the characteristics of sports consumption of this group.In this study, career female and their occupation were defined by the ownership of the organizations employing them. They are:government agencies, public institutions, social organizations, state-owned enterprises, private, foreign investment, joint ventures, urban collective enterprises, other.This study is based marketing, sports economics, consumer behavior and related theories, using the method of literature, questionnaire, interview, and mathematical statistics and so on. To understand the overall features of sports consumption, the research investigated the current condition of sports consumption. Then from quantity, content, behavioral, and cultural trends, influencing factors, the paper made the summarization and analysis. The results showed that:1. professional female in Beijing have low level of sports consumption in general, and the consumption of sports object is still the most important consumption patterns; 2. The consumption motives of majority professional female is to enhance health condition, while the diverse demands have emerged and is growing; 3. The time, location, frequency, mode of career female has been greatly affected by their limited leisure time; 4. The high price and the inconvenient location is the two most important reasons to decrease the consumption satisfaction; 5. In the contradistinctive features of East and West, traditional and modern, competitive and recreational traits, professional female is showing a Western-oriented, modern, recreational cultural trends; 6. Consumer's personal leisure time, internal environment and if the facilitation is well-suited or not, personal interests are the most important factors in consumer decision-making.Finally the paper put forward the suggestions of improving sports consumption and developing sports markets, including that the Government should speed up policy-making, and increase the construction of sports facilities to encourage sports consumption of professional female. The related unions and female's rights protection agencies should take some effective measures to protect female's health rights. Market operators should fully analyze the market and make reasonable marketing strategies. Approaching the employers and introducing flexible sports products to meet the needs of professional female are promising ideas.