Inner Mongolia Autonomous Region Students' Sports Consumption Situation And Countermeasures,

With the development of economic reform and the improvement of people's living standard in China, people have more and more demands for the sports and the sports consumptions have become a major part in habitants' living consumption in modern times. The college students are the main force of our social development in future and the major part of sports consumptions. The research into their sports value outlook, their conscience of sports consumption etc. will give an enormous impetus to the development of the sports consumer market in colleges and the promotion of deepening the sports reform in colleges. It will also have an important influence on the development of the sports market in China.At present, the studies on the sports consumptions in China are mainly on the theoretical and empirical studies. In theory, the studies mainly focus on defining the concepts related with sports consumptions, classifying the types of sports consumptions, and exploring the strategies of developing the sports consumer market, etc., while the empirical researches mainly investigate the state of sports consumptions of different people in different regions and explore their development strategies. The studies mentioned above have offered an important guideline for improving sports consumptions.But reviewing these studies, we find that the studies on the sports consumptions of the college students in the Inner Mongolia Autonomous Region have been touched a little, which are helpful for us to get to know the state of the sports consumptions of the college students in the Inner Mongolia Autonomous Region but not systematic and comprehensive, especially there are no studies concerning the state of sports consumptions of the college students of National Minorities. Different regions, their economy and culture, the characteristics of development, the ethnic customers, etc. have some influence on the conscience, conception, contents of sports consumptions etc. of college students. Therefore,the present thesis aims at applying the knowledge of behavioral science, economics and sociolog and taking the college students in the Inner Mongolia Autonomous Region as the target of analysis to study their state of sports consumptions, find out the problems existing in their sports consumptions and offer some strategies according to their states to guide and help the college students in the Inner Mongolia Autonomous Region in their sports consumptions. What's more, this study not only helps the formation of their lifelong consumptive behavior about sports but also offers a theoretical guideline for the development of sports industry and its reform in colleges in the Inner Mongolia Autonomous Region.By researching and studying, our conclusions are as follows:1. Most college students in Inner Mongolia Autonomous Region have the sports consumptive behavior. Among many of them have interests in sports and have a reasonable knowledge about all kinds of sports consumptive behavior. This indicates that college students in Inner Mongolia Autonomous Region have a high acceptability about sports consumptive behavior. However, this acceptability has not been really associated with the conception that sports are the investment for one's lifelong development. Therefore, this still needs further guidance.2. Most college students in Inner Mongolia Autonomous Region have had a careful consideration before they began to have the sports consumptions, but this only stays on the sensitive level and they do not have an effective preparation for their consumptions. This reflects that college students have a low degree of rational consumptions.3. The population of college students in Inner Mongolia Autonomous Region who have not consumed in sports and the sports consumptions are below 50 yuan is 46.7% while that the sports consumptions are above 100 yuan accounts for 20%. This shows that the sports consumptions of the college students in Inner Mongolia Autonomous Region are low on the whole.4. College students in Inner Mongolia Autonomous Region who come from different regions and study different majors do not have an obvious difference in the structures of their sports consumptions. And they mainly spend their money on the sports objects, while participation of sports activities and the entertainments in sports cost a little. This reflects that the structures of sports consumptions of the college students in Inner Mongolia Autonomous Region are not reasonable.5. Among the factors which determine the college students' sports consumptions in Inner Mongolia Autonomous Region, sports field and the equipments are the crucial factors. This indicates that with the expand of the quantities of college students, the contradictions that the supply of the sports field and the equipment falls short of the college students'demands becomes more and more obvious.6. When college students in Inner Mongolia Autonomous Region are not satisfied with the sports consumptions and their rights and interests are violated, most college students do not take reasonable actions to protect their rights and interest. This shows that college students do not have a strong conscious of right and law.7. Basing on the researches and studies, some strategies are provide in this thesis according to the states of their sports consumptions which can provide a theoretical guideline for the college students to consume in sports reasonably and form a habit of the lifelong sports consumptions. What's more, this study can provide a theoretical basis for the development of the sports market in colleges in the national minority areas.