The Investigation On The Status Of Unit Type Community Residents’ Sports Consumption

As comprehensive fitness promotion, the development of sports industry in China as well as the improvement of living standards of urban residents, people’s health consciousness, sports consciousness gradually strengthened, the demand for sports consumption also increase gradually, sports consumption has already become the important content of people’s living consumption. As one of important activities,community for residents to participate in sports activities required by the space condition, interpersonal environment, the construction of community sports venues,sports facilities and organizations of community sports entertainment, to a certain extent,meet the demand of the residents of the community sports. At the same time,community residents’ sports consumption as an important strength, is also required to participate in sports fitness sports market to provide more entertainment and conditions of service. Reasonable, science, health, sports consumption is not only can promote the development of sports industrialization, improve the sports consumption market, but also can effectively promote the national fitness activities, meet people’s growing sports demand, promote the construction of spiritual culture. Unit type community sports is sports a large proportion of the community as a whole. Unit type community residents is the main group conducted sports, research unit of sports consumption problems, help you to develop and improve our country’s sports industry, promote the development of national fitness activities and steady development of our country’s economic and social health.This study uses the methods of literature, questionnaire, interview, to Quzhou City Ju Hua group co., LTD. Community residents’ sports consumption status investigation and analysis, aims to understand and grasp Quzhou City Ju Hua group company community residents’ sports consumption desire, consumption motivation and consumption structure, consumption level, at the same time, with community Ju Hua group company as an example, analyzing the characteristic of the unit type community residents’ sports consumption and its influencing factors, to improve Ju Hua group co.,LTD. This unit type community residents and reasonable sports consumption structure,promote the development of unit type community sports market theory according to the rationalization and countermeasures are put forward.The results showed that:(1) Ju Hua group co., LTD. Community residents have strong willingness to exercise. On consumption motives, physical fitness, leisure,entertainment, networking is Ju Hua group co., LTD. The community residents’ sports consumption of the main motives. Interpersonal communication is a type of community residents’ sports consumption motivation in a little more attention.(2) on the sportsconsumption behavior, Ju Hua group company community male residents is higher than the proportion of female residents sports consumption activities. Different gender, age and income level of community residents in choosing a place for taking part in physical exercise, sports consumption differences on the project. Community residents’ sports consumption in the form of group activities.(3) in Ju Hua group company within a community, different gender, age, income level, educational level and role of community residents there are differences in sports consumption level.(4) on the sports consumption structure, community residents’ sports consumption is still Ju Hua group company to Shi Wu Xing sports consumption is given priority to, the physical sports consumption than physical consumption. The different layers of the role of community residents on the sports consumption content and consumption structure presents different characteristics.On the analysis of the unit type community residents’ sports consumption characteristics show that unit type community residents’ sports consumption, not balanced, this kind of dependence. Specific performance in the community residents to participate in the sports consumption of the form is given priority to with mass consumption; Unit type community residents’ sports consumption is not balanced,mainly reflected on the level of sports consumption motivation, and structure; Unit type community residents’ sports consumption behavior to a large extent depends on the unit.In the external factors influencing the unit type community residents’ sports consumption, the unit and unit type community factors are particularly important. First,since the unit community residents mostly worker, retirees and their families, the unit to the development of community sports industry and sports consumption behavior of the individual have influence. Second, under the background of unit type community transformation, the development of sports industry in the community and, as the unit type community residents’ sports consumption provides a variety of conditions. Unit type community residents’ sports consumption has also been consumer psychology,such as hobbies, income level, leisure time, consumer motivation, consumer preferences,and so on the influence of personal factors.