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Shandong Province, Rural Residents' Demand For Service Products Status Quo And Countermeasures

Posted on:2008-04-21Degree:MasterType:Thesis
Country:ChinaCandidate:S J LiFull Text:PDF
GTID:2207360212498901Subject:Humanities and sociology
Abstract/Summary:PDF Full Text Request
The industrialization and market of sports is a inevitable direction of China sports. By taking a wide view of the developing process in sports industry of developed countries, the mature and development of sports service product market of the sports market, the principal part of sports industry, can not only brings a huge economic benefit, but also creates a good social benefit. China is a country with big agriculture, also a country with numerous villages, and obviously the village residents' need to the sports service product is of great help to the whole market, therefore, it is of great academic and practical value towards building up a sound sports service product market to study on the village residents' need to the sports service product while constructing new villages of socialism.The research, currently related with village sports and the sports service product, is mainly concentrated in: the study on taking sports as center to "the pure sports"; according to sports service product to study on its property, characteristic, quality, price...etc. Such researches provided a great deal of theories foundation and practical reference to the development of the village sports and the sports service market, but generally speaking, the analysis is lacking to put the village sports and the sports service product need in the background of the sports market, especially taking the consumer need as center to study the residents' service product need, and there is still not any report on the need of the sports product service of the residents in Shandong by making use of the modern marketing principle.Therefore, the paper takes village residents in Shandong province, where economy is much more developed and residents have more mature market concept, as research object, from the angle of the need bias, by literature-gathering, investigation, expert-interviewing, mathematical statistic, analysis-comparison and systemic analysis etc. to make a research on characteristics of the need bias to sports product need and the consuming behavior of the village residents in Shandong province and the factors which influence the sports service product need, drawing the basic conclusions as follows:1. The village residents in Shandong Province is comparatively different from town residents in need bias. The village residents relatively think greatly of the service net-points of the sports service product and the promotion activity of the sale, is lower to the price and the contents concern of the sports service product. It reflects the supply of sports service product in villages of Shandong province is deficient.2. The wealthy village residents is more strict to the sports service product and think much of the value of sports attendant and environment factor; The well-to-do village residents attach importance to the sports service net-points, concern instructions in the process of sports service consumes and easily influenced by sales promotion; The common village residents pay less attention to sports service. It reflects the village residents of different life-stratum have much bigger difference need bias to the sports service product.3. Village residents in Shandong Province recognize the consume behavior of sports service product, but cognizing degree to the sports service product is normally low. It reflects village sports service market in Shandong province contain bigger and latent need.4. Village residents in Shandong Province carry on the main purpose of the sports service product consumption to a recreation and associate with society. It reflects the main function of sports service product consumes.5. The sports service consume market has a bigger latent need but realistic need is smaller, the whole consume level is lower It reflects the village sports service market in Shandong need to be developed strongly.6. The sports service product need of village residents in Shandong Province is mainly in participating, then appreciating. It reflects the participating market has more potential developing future.7. village residents' sports service product consumption in Shandong Province is influenced by Confucianism and it limits their concept of consumption deeply; The factor of related community and family is a consult factor; The sports interests and sports ability is a decisive factor; to meet the need of village residents need more developed sports service product market as guarantee.8. It is a valid, way to satisfy the need of village residents' sports service to strengthen the government macroscopical management, enlarge sports publicity, set up a healthy consume concept, pay attention to the construction of village sports organization, promote the village residents' interest in the sports, increase the village sports basic construction, cultivate sports hobby, build up a sound village sports service market, and improve investment environment to raise an economic benefit.
Keywords/Search Tags:village residents, sports service market, sports service product, need bias, counter plan
PDF Full Text Request
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