The Research Of Consumption On Sports In Zhengzhou City

As the development of economy and improvement of living standard, people’s consumptionconception is changed gradually from the basic-living to the spiritual, the enjoyable and the developmental,with the increased consciousness of body building. Moreover, people’s need for sports consumption is alsogrowing continually with the development of the sports industry and the sports consumption market inrecent years.Although many scholars in our country have done theoretical studies about sports consumption, fewtouch upon the study of sports consumption in Zhengzhou city. Taking the residents from six districts inZhengzhou city as the subjects for research, this thesis investigates and analyzes Zhengzhou city residents’sports consumption in terms of their cognition, consumption level, consumption structure and therestraining factors of their sports consumption, with the methods of documentary analysis,interview,questionnaire, statistical analysis and logic analysis combined. combined. Based on the results ofinvestigation, some reasonable suggestions are proposed, aiming to encourage Zhengzhou city residents toparticipate in sports activities, thus improving their physical quality level and cultivating their awareness oflifelong sports. Meanwhile, it is hoped that this study can provide some reference for propelling thedevelopment of Zhengzhou residents’ sports consumption. It is found that,1. Zhengzhou city residents’ consciousness of participating in sports consumption is unsatisfactory,and their consumption motives are mainly fitness, enjoyment, pressure-easing and body-shaping.2. Zhengzhou city residents get the information of sports consumption mainly through the Internet, theTV or their families and other friends and colleagues, and they also participate in the sports consumptionwith their families, friends or colleagues.3. The sports consumption level of Zhengzhou city residents is between201and500yuan; menconsume more than women; and the consumption structure is mainly physical consumption.4. The factors that restrain the development of sports consumption of Zhengzhou city residents includeboth the internal and the external causes. The internal causes are mainly affected by residents’ economic income and spare time; the external ones are the reasonable sites and prices of sports consumption.5. Suggestions: The government should take measures to accelerate the economic development andvigorously promote the people’s livelihood projects; they should popularize the sports activities onholidays to boost people’s vocation sports consumption; they should invest more in the site facilities ofsports and make full use of the present ones; they should disseminate to change the consumptionconception of residents and create a good cultural atmosphere of sports consumption; they should adjust thestructure of sports consumption industry and broaden the residents’ sports consumption market.