Research On Sports Consumption Of New Citizens In Shandong Province

With the development of economy and urbanization, new citizens have caught more and more attention. In the face of the rapid development of sports and sport consumption, the research of the new citizen’s sport consumption has becoming much more necessary and important. Pick part of new citizens in Shandong Province as the object of this research, use the literature material law, the mathematical statistics and questionnaire survey as research methods,to analyze the sports consumption, has a perspective of these consumption status, discuss the factor and propose countermeasures. It is aim to provide theoretical guidance and data support for the development of economy and sport industry in Shandong Province, and the gist to implement the sport policy and integrate the sport industry structure. The research shows that:1、The economy aggregate of Shandong Province rank the third in our country, the average personal income and sport consumer demand increase rapidly.2、Most of the new citizen are characterized in that they’re aim in body building, choose the activities which is popular and cheap, taking exercise in the square, 11-30 minutes per time, 2times per week.3、Women is more than men in the new citizen circle in Shandong Province, the age is between 21--50, most of them are workman, service personnel, their annual income is about30001--60000 RMB.4、The sport consumer spending of new citizens in Shandong Province is about 201--500 RMB, mainly in material consumption, the consciousness of sport consumption is not profound enough. The new citizens of Shandong Province would consume with family mostly, the price,quality and service level is the most consider factors.5、Two aspects of the factors which influence the sport consumption of new citizens in Shandong Province are interior and exterior: the interior factors include the personal income,free time, education background, gender, age, career etc; the exterior factors include the price and quality of the product, service level, site facility, traffic position, life style, policy, social culture etc.6、The research shows that measures should be taken to promote the development of the sport consumption: cultivate sport consumer( improve income level, add up free time; improve awareness of sport consumption and ability); reform and innovate the sport industry( modify the industrial structure; improve the quality and release profit); the government and society should take the responsibility of guidance( strength the guidance of policy, increase the energyof sport consumption; put much more into the sport consumption, strengthen the construction of infrastructure).