| In recent years, tennis got by leaps and bounds development in our country,especially in the2004Athens Olympic Games female athletes in China won thetitle in2006, Zheng-Jie and YanZi win the grand slam doubles champion at theAustralian open in2006, LiNa won the singles champion at French open in2011.People set off a learning tennis upsurge and become a topic of ablaze in thenationwide. Tennis movement in its health, elegant, fashionable characteristic,by our country of the masses of love, the current study in college students,as society of a special group, they are the theme of city life in the future,is also one of the major groups in tennis, they tennis consumption how, willdirectly linked to the future of the direction of the consumer tennis consumption,and college students’ tennis consumption the problem is not only a simpleisolated consumption problems, it is linked to the college students’ physicaland mental health development. Therefore, through the psychology, sociology,economics, and so theory of college students in Nanjing tennis consumption ofin-depth research, not only to social consumption culture, tennis great impacton market development, and to the university sports market development as wellas deepening the reform of college physical education, have very important sense.Through the domestic and international tennis history and current situationof the consumption were reviewed in this paper, combined with Nanjing superiorhumane, geographic conditions and economic growth, the level of economicdevelopment, and Nanjing deep tennis culture foundation, this paper based onthis study sports study, psychology, sociology, economics, and so the relatedtheory, using literature research, investigation, logic analysis method,mathematical statistics method, and based on the results objective analysis ofNanjing university students tennis consumption understanding, tennis consuminglevel and consumption structure and consumption motive and effect factors ofNanjing university students tennis consumption and research on the developmentof tennis sport Nanjing university students, consumption and the existingproblems, the author puts forward some Suggestions and measures. The main bodypart of this study for the following several aspects:1. Nanjing university student to the understanding of the tennis with a quitehigh level, at the same time for the identity of the tennis consumption mustattitude, think tennis consumption is of value, and that they have the consciousness of tennis consumption, but the identities and actual tennisconsumption not connected, need to be further guidance.2. Nanjing university students overall consumption level is tennis too high,different student nationalities, different gender of college students tennisconsumption level significantly different. College students’ income leveldirectly affects college students’ tennis consumption level.3.Nanjing university students tennis consumption structure imbalance, mainlyShiWuXing consumption is given priority to, the participated and ornamental typethe proportion of consumption is small, but have very big trend. This shows thatNanjing tennis consumption structure is not too reasonable, tennis consumptionstructure of a single, Nanjing university students tennis consumer market isstill in the primary stage.4.Nanjing university students’ motivation tennis with specific motivestendency, has the remarkable difference：Different sex, different source ofstudents, and the different grade of college students’ motivation in tennisdifferences.5. The R type factor analysis, the impact of Nanjing university studentstennis many factors are analysed, there are six main factors, the contributionrate of the highest, which in turn for individual consumers to factor,environmental factors, project characteristic factor, media publicity factor,business factor, tennis market factors.Finally, this paper needle Nanjing university students tennis consumptioncharacteristics, combined with Nanjing university tennis development situation,put forward rational Suggestions.6. Nanjing university students tennis consumption market is very bigdevelopment space, as income increases quite part of college students’ tennisconsumption will exceed or and income level of flat growth; In the future themost willing to tennis consumption type is participated tennis consumption,joining with a lot of the tennis consumption potential consumer groups, theparticipated consumption will be tennis drive the tennis consumption the fastgrowth the mainstream. |
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