Research On The Demand Of Mass Sports Consumption In Xinhua District Pingdingshan City, Under The Condition Of Market Economy

Mass sports consuamption means the spending of sports activities aspects, masses sports consumption is the key point of the development of sports industry, with the constantly advance of market process of and the adjustment of industry structure, China residents living and quality has has substantially improved, leisure time of increased and universal fitness of boom, which makes sports consumption gradually became the important part of people life consumption however sports consumption needs expansion is vital of expanded sports consumption, under the market conditions, people sports consumption capacity improve, meanwhile, whether it caould satisfy the demand for mass sports consumption and market supply and demand balance or not,which directly affects sports marketing development and prosperity.sports consumption expansion in consumer demand is a way of to expanding the scale of the mass sports consumption demand, direction, speed and breadth and to regulating market supply and demand balance to ensure continued to broaden and stabilize the growth of sports consumption and meet the ultimate goalof the consumer demand-driven sports industry development. Xinhua district, mid-west of pingdingshan province,covering urban and rural areas, is 1.9 times to the average economic levelof the whole province. Due to the recent level of economic increasing and life quality improved, sports market has been formed,and mass sports consumption demand more and more booming.Xinhua District, Pingdingshan city,to improve of residents’ sports consumption level, establish and improve the sports market, applling the economic theory, combined with case studies with the aim of mass sports consumption in Xinhua district, looking for ways to expand, for the Government and management of sports industry provides some theoretical suggestions, as well as on the development of sports industry in pingdingshan province has practical significance.Paper using document-data method, expert interview method, and questionnaire survey method, and Statistics analysis method, and logic analysis method.The research object includs 6 urban and rural Street, from the view of masses sports consumption status,which mainly research sports consumption behavior, consumption structure, and consumption level. According to the research results to analysis masses sports consumption needs, sports market supply situation, and effects factors, we are going to forecast consumption needs changes trend, and sum up, in Pingdingshan Province Xinhua District,the reason to masses sports consumption needs insufficient and to seek ways and strategies of expanding consumer demand of mass sports.Analysis results are as follows:(1)The residents sports consumption, Xinhua District Pingdingshan city,is transferring from the necesity spendingto the enjoying type consumption, overall sports consumption level in the low stage, the consumption structure is from the physical to the spiritual.(2) Xinhua District, Pingdingshan Province, structure of the sports market irrational, supply and demand imbalances, and ineffective supply,which causing waste of resources of sports consumption, lack of effective demand, and potential demand increase.(3)Xinhua District, Pingdingshan Province, mass sports consumption demand showed that the material spirit of falling demand, increased demand, and present a broad, diversification, health and related technology(4) Sport consumption demand is mainly influenced by consumption level of relative decline, the irrational sports market, sport product satisfaction is not high, and the utilization ratio of insufficient effective supply of sports market and leisure time and sport industry Management Department lack of guiding.Based on the above achievements, respectively, from the sports consumption of the subject and the object, as well as two interconnected time, space and the environment supported the expanding consumer demand the three ways:(1) Training sports consumers and expand consumption.Consumption and consumer awareness are the main increase factors of sports consumption and, therefore, training sports consumers are mainly from the perspective of potential sports consumers, by increasing the personal income of the residents, and vigorously promote ideas of sports consumption, sports consumption and consumer awareness and promote change potential consumers.(2) Rich sports consumer information market, forming characteristics of sport culture industry.Sports consumption object is to provide sports marketing sports products and services, through the availability of sports market research found that insufficient effective supply of sports market and sports market segmentation is not clear, sports products, satisfaction is not higher, resulting in effective mass sports consumption demand is insufficient, the subjects of sports consumption loss.According to the development trend of sports consumption demand, targeted segments on sports marketing, based on their geographical and cultural environment of the city, forms the characteristic sports culture industry, enrich and improve the sport market and to meet the needs of different consumer groups release sports consumers’ spending power.(3)To increased leisure time, to optimize consumption environment,which Time and space is the crucial point of sports consumption can combined with between subject and object.To increased leisure time, to optimize sports consumption environment and improve the system of consumer rights and interests protection, is the objective condition of mass sports consumption demand expansion.