Research On Sports Consumption For Wuhu City Based On Social Stratification

Since 1978, China’s economy has been in a fast-track, and standard of living and quality of life gradually improved from the original production-oriented society has been gradually turning existing consumer society. With the advent of people’s understanding of the relationship between health and sports, as well as increasing leisure time gradually, people need to enjoy a higher level of consumption, and has a more civilized and healthy lifestyle. All aspects of consumer attitudes play an increasingly important role in people’s ideology and social life. However, the Sports Consumption as a new consumption patterns attracted widespread attention.Reform and opening up the improvement of people’s living standards and consumption, but also to changes in the social hierarchy had a huge change. The existence of social class affect people’s consumption, will also affect the sports consumption, changing the social hierarchy. Layers of social prestige and economic status of different changes, resulting in changes in people’s sports consumption is affected by the impact. In the stratification of sports, people’s consumption patterns differentiation based on their income, occupation, education level and other aspects.As the second largest city of Wuhu City, Anhui Province, one of the dual-core city in Wanjiang City Belt, in recent years the economy, culture and ideology have undergone unprecedented changes. While dramatically improving living standards and quality, income of the people but in the widening distance, level of consumption is increasingly characterized by a marked hierarchical. Therefore, the study of Wuhu City residents sports consumption issues based on social stratification perspective would discover Wuhu entire sports development trend of the consumer market, and plays a very important theoretical and practical significance.Based on the literature research, questionnaire, logical analysis, and statistical research methods research started. This paper combines research purposes in accordance with the "Ten class model," and give full consideration to the multidimensional characteristics of different segments of the population of Wuhu, occupation, income, and education will be divided into multi-level multi-angle of the current residents of the upper social strata of Wuhu City, middle and lower classes of the three social classes. And residents around Wuhu upper, middle residents, and lower residents. the levels of sports consumption of residents, consumption structure and the three aspects of consumer behavior was studied. The results show that:(1) General Sports Wuhu residents consumption level is not high, and (2) Wuhu Residents Sports Consumption structure is imbalanced, sports consumption structure of a class differentiation, and (3) the diversification of sports consumption in Wuhu, Wuhu residents stratification of Sports Consumption Behavior have a significant impact.To better guide Wuhu residents to participate in sports consumption activities to meet the needs of sports consumption of residents in Wuhu, Wuhu develop regional sports consumer market, this paper propose the following:(1) to establish a correct concept of sports consumption Wuhu residents, and actively enhance sports consumer awareness, and (2) the Wuhu government should guide the improvement of sports consumption structure of residents of the city, to meet consumer demand for different sports groups, and (3) shall be provided more care policy for the lower residents, promotion of their sports consumption, and (4) guided leisure time management Wuhu various strata of the population, increase sports spending time investment.