Guangdong Residents In Sports Consumption And Sports Market Research

The economy and the residents' income in Guangdong province constantly increased during the 9th "Five-year Plan" period. The GDP of Guangdong province has reached to 950.6 billion Yuan in 2000; the average individual free-used income in urban areas is 9,761 Yuan, as well as 3,654 Yuan in rural areas, and the Angle Modulus are 38.6% and 49.8% respectively With the economy developing, the consuming concept of Guangdong residents has changed to pursuing better quality life, and the consuming structure also altered a lot. Residents realize the importance of athletic entertainment in daily life, and become to pay more attention to it "The Outlines of the Plan for Citizens' Healthy Movement" has been performed for five years, and mass sports have been developed with quite great progress. In 2000, 58% of Guangdong residents joined in athletic activities. With the fast developing economy and the expansion of mass sports, the sports consumption has increased a lot. From the experience of the sports industry in developed countries, sports consumption could be an important factor of encouraging the domestic purchase, developing the market, and promoting the increase of national economy Thus, if we know clearly about the current situation of the sports consumption and the sports market in Guangdong province, it will take a very important role in studying of the sports consumption and sports market, and promoting its development. With such preconditions, a series of detailed investigation in Guangdong society have been done on the situation of residents joining athletic activities, as well as the sports consumption Through the investigation, the current situation of the sports consumption in Guangdong province came out notably; Based on the investigation, a research is performed on the same topic and its developing tendency got analyzed.The research indicates that most Guangdong residents are willing to join in sports activities, and they begin to shape the concept of sports consumption. The sports consumption is influenced by many factors, such as the income status, consuming preference, age, occupation, education, and so on The consumption of athletic equipments is the main consuming items in the consuming structure, but the sports serviceproducts also develop rapidly. The Guangdong sports market has been well developed, and the market system is going mature, but it is still affected by the development of sports consumption, especially for the athletic equipments and sports entertainment The researchdemonstrates that the sports consumption in Guangdong has developed a lot during the 9th "Five-year Plan", but it didn't help remarkably with improving the national economy. With the rapid development of Guangdong national economy, the service industry, and the urbanized tendency, the sports consumption and sports market will develop dramatically. Thus, the speed of the development of sports consumption for Guangdong residents will become faster, especially the demand of sports service products will increase, but the athletic equipments will still be the main purchase.