Shandong Province Urban Middle Class Sports Consumer Behavior Research

Since the reform and opening up, with the deepening of China’s economic reform andimprove the modernization has made significant achievements, optimize and upgrade industrialstructure, rapid economic growth, Chinese society has entered a new stage ofdevelopment. Along with this change, members of the society of occupational differentiation andincome gap has gradually widened, the pluralistic structure of social stratification, and graduallybegan to emerge out of a class has its own characteristics-the middle class.China’s middle class to comply with the development of market economy and the rise isalso in the dramatic changes in social structure, as well as under the collision of Westernconsumer ideology, contemporary Chinese middle class consumer behavior contains symbols,characterization, showing differences and segmentation a brand new social logic. To this end, theresearch literature, questionnaire survey and expert interviews, the middle class in the city ofShandong Province as the object of study, dedicated to analysis and discussion of sports in theevolution of the contemporary in the middle class consumer life, perspective, this special groupof sports the status of consumer behavior, from all walks of life factors that affect their sportsconsumption behavior to be analyzed to build a middle class sport consumer behavior pattern inthe city of Shandong Province, and proposed to promote the recommendations of the middleclass sports consumption in Shandong area.Studies have shown: the middle class sport consumer motivations in the Shandong Provincecity (1) showing the diversity of developmental level characteristics; to better understand the roleof sport consumption, meaning an active part in the field of sports consumption and enjoy thetime of leisure time, improve quality of life.(2) Shandong Province city of the middle class inthe sports consumption process affordable and practical, fashion personality, to show off to showdifferent view of consumption common to guide consumer behavior.(3) city of ShandongProvince, the middle class sports consumer main source of information to rely on internalinformation gathering (in the past experience of consumption and self-consumption experience)and external information delivery (businesses with the help of mass media propaganda show) acombination of channels. Sports consumption of the middle class selection (4) city of ShandongProvince showing the kind of type of sports consumption-based, consumption structure upgrade;participatory sports consumption more than the popularity of sports-based and is involved in thegradual diversification of activities; ornamental type sports consumption gradually to enjoy thetype of development trends. Shandong Province (5) of the urban middle class sports consumption by paying the principal traditional to take the cash payment, supplemented bycredit card overdrafts and installment credit consumption; consumer attitudes tend to spend inthe West thought, to meet their actual consumption.(6) affect the middle class sport consumptionbehavior in the city of Shandong Province by many factors, consumers to their own factors,social factors, the sports market in the consumer market factors as well as marketingcommunication factors.Studies have shown: the new era to promote the development of countermeasures formiddle class sport consumer behavior in the city of Shandong Province shall do the followingaspects:(1) to strengthen the construction of consumer culture, and guide the middle class toestablish a scientific and rational view of consumption;(2) sports consumer awareness,training middle class active sport consumption motivation and attitude;(3) to strengthenconsumer education to improve the awareness of the middle class consumer rights and interestsof maintenance;(4) development to cultivate suitable for the production sectors of thecharacteristics of the sports consumer market;(5) broaden the sports consumer informationdissemination channels information dissemination efforts to enhance sports consumption;(6)establish and improve the sports consumer policies and regulations, standardize the operation ofthe sports consumer market;(7) to develop a reasonable marketing services and promotions.