Analysis Of Xi’an Amateur Basketball Competition Market Consumer Demand

Sports not only embodies social development and personal development but symbolizes national and social comprehensive power and national spirit. With national economic developing after reform and living standard growing, citizen’s spare time increasing, people began to pursue new lifestyle. Under this background China entered into post-Olympics times, therefore the government adjusted the sports policy and emphases, i.e. putting public sports in the first place. Because in China there are so many basketball lovers, basketballs as one of sports is very popular in every corner. People actively take part in various amateur basketball matches, which promotes the start of amateur basketball matches market. Xi’an, the capital of Shaanxi province, belongs to western metropolis with a large population of 8million and annual GDP growth of 13.7%, so local citizens have more capital and spare time to attend amateur basketball matches. Recent years, Xi’an amateur basketball matches market has developed very fast. We take "Shaanxi all-round basketball leagues" as example, which was very hot and made more and more people take part in the match. Holding amateur basketball matches satisfies public liking for basketball sports, public need for fitness and entertainment and social interaction as well as brings about the prosperity of sports matches market in Xi’an.This research is based on 300 questionnaires and got response of 278, with the response effective rate 92%. And the author interviewed related experts, studied matches participators and organizers, and experienced Xi’an amateur basketball matches. Through the data from Xi’an basketball matches in recent years and the survey, the research analyses the existing problems and their solutions in amateur basketball matches.This research finds the various factors influencing purchasing power in Xi’an amateur basketball matches. Lacking financial support makes matches organizers responsible for one’s own profits and losses, which affects the scale of the matches. Matches participators are mainly made up of social elites, but the match scale is for their group. Some organizing party has no office, no fixed matches place and no administration signed, which limits the maturity of amateur basketball matches. Development levels of amateur basketball matches is still low level and financial support depends on organizing management fees and court fees lacking of social finance. These are the existing problems in Xi’an amateur basketball matches. Through analyzing to put forward related solutions, this research can provide some theoretical support for enhancing amateur basketball matches market and public bodybuilding.