Research On Sport Consumption Behavior Of Hunan Rural Residents

Rural sport is an important part of Chinese sports, not only in relation to the health of our residents, but also new tasks in construction of a new socialist countryside. With the development of the national economy, the living standards of rural residents continue to improve, more and more farmers pay attention to physical exercise, so that the rural sports consumption field expanded, and has gradually become a new bright spot in sports industry. Moreover, China has vast territory and abundant resources, and the rural population base is of great practical significance, so research on consumption concept of rural residents’ sports has realistic meaning in the development of sports in China and in the construction of new socialist countryside.To improve the consumption status of rural sports in Hunan Province, can not only expand the Hunan province sports consumer market, but also the necessary links in the overall construction of new socialist countryside. This essay use literature data method, questionnaire survey method, interview method, mathematical statistics and logical analysis to analyze the rural residents’ sports consumption idea. The main analysis content includes:Hunan rural residents’ understanding extent to the new socialist countryside construction, the sports consumption purpose and level of rural residents, the sports consumption concept of rural residents, the sports consumption types and structures.Through the investigation of rural residents in Changsha Zhuzhou and Xiangtan area in Hunan province, the author made the following conclusion of rural sports and sports consumptions:most of the rural residents have positive attitude toward building a new socialist countryside and developing our national rural sports, but they don’t have a comprehensive understanding of that. The concept of spending money to do exercises has been popularized in the city, but rural residents have some reservations in sports consumption due to the weak economy, infrastructure and the poor conditions. Although the consumption structure of rural sports is relatively single compared with cities’, it has transforming trend towards game and participate consumption. Farmers’ concept of sports consumption varies with age, gender, and region. The investigating results survey that leisure sports consumption has been widely accepted by farmers, such as square dance, billiards, and so on, but they don’t have completely cognitive degree. Although the consumption level of rural residents is still relatively low, the market operation of rural sports is steady and has increasing growth trend. More and more farmers are actively participating in the development of rural sports.According to the results of the analysis, the author puts forward corresponding solving methods in view of the existing problems. Firstly, promoting the development of the rural economy and improving the living standards of rural residents, so that changing the farmers’ consuming awareness and consumption ability to make the farmers actively participate in sports consumption. Secondly, encouraging social wealthy to invest in rural sports, and combining government funds, Foundation collection and farmers’ self-financing, so that accelerate the construction of sports infrastructure, and provides the platform for the sports consumption market. Thirdly, increasing the rural sports propaganda to create a good atmosphere for the farmers’ sports consumption and guide the rural residents to form a healthy and a correct view of consumption.