The Research On The Supply And Demand Characteristics And The Influence Factors Of Ningbo Sports Fitness Service Industry

With the rapid development of economy and the improvement of people’s life, the level ofsupply and demand of Ningbo changed dramatically. Ningbo sports fitness services develops veryfast at present, but the quality of service has to be improved, some problems just like regionalimbalance, single fitness programs, unreasonable pricing have taken place. Therefore, this studyinvestigated the supply and demand characteristics of Ningbo sports and fitness services, analyzedthe factors impact on the supply and demand of physical fitness services, proposed someoptimization tips for the development of Ningbo City, not only provided a theoretical basis andsome suggestions, but also made practical significances in sports and fitness services.This study selected20companies of varying sizes of Ningbo Municipal Sports Fitness Clubas supply-side object of study, extracted300consumes participated in physical fitness as supply-side object of study at random, used some methods just like literature and data, questionnaire andmathematical statistics to analyze the supply and demand characteristics of Ningbo sports fitnessservices.Then to understand people’s consumer awareness, consumer behavior, consumermotivation, consumer habits and reveal the company capital source, the way of investment, form ofsystem of ownership, management and other problems. Through to research the influence factorson the two aspects of the supply and demand market in Ningbo, then put forward thecorresponding optimization proposals and provide reference for the development of Ningbo sportsfitness services. The results are shown as follows:(Ⅰ) The dominant of the supplier market of Ningbo sports fitness is private enterprises, thescale of the enterprises is small and the distribution has regional characteristics. More use the modeof service combined with training and the project management is single.(Ⅱ) The behavior of the consumer of Ningbo sports fitness services presents diversifiedtrend. Consumption demand varies in different gender, age, occupation, education, income level.(Ⅲ) The factors influenced on the supply market of Ningbo sports fitness services arecharge level, the policy of the government, the management level, the price of factor of production,product and environmental factors, location of the places. (Ⅳ) The factors influenced on the demand market of Ningbo sports fitness services areprice of product, social factors, income, leisure time, consumer preferences, professional, the priceof relevant products and the quality of the service.(Ⅳ) Ningbo sports fitness services should strengthen the macro-control of the governmentto enrich their own experience and improve their management level, provide a variety of fitnessprograms, realize the target of the group’s scale and benefits balance the supply and demand byprice mechanism and pay more attention to the related facilities construction.