| Entering the 21 st century, with China’s rapid economic development, people pay more attention to health, sports consumption has become more and more important in people’s daily consumption. In recent years, with the changes in population age structure, public attach importance to senior citizens consumption. Relevant data shows that by 2012, 60-year-old and over 60-year-old senior citizens in China accounts for 14.3% of the population, and the over 60-year-old group growing at 3.4% per year. For them, physical exercise can not only prevent disease, keep body stronger, reduce children’s pressure, improve life quality, but also mean a lifestyle to enjoy the retire life. This special group at the same time, Sports consumption at the same time, older people participate in physical exercise is bound to promote the elderly. Therefore, it is very import to research and study senior citizens’ sports consumption. This paper USES the literature material method, questionnaire survey method, interview method, mathematical statistics and other scientific research methods to study XingTai senior citizens’ take part in physical exercise, the structure of sports consumption, sports consumption level and so on.This paper aims to bring the government’s attention to guide the elderly to participate in physical exercise, provide the theory basis for the elderly sports consumption market. Below conclusions and suggestions are also come from the research and analysis.Conclusions:1、Senior citizens in XingTai has a relatively lower level of education and income, their sports exercise enthusiasm is high, sports consumption consciousness is weak.2、There are not enough sports venues for senior citizens in Xing Tai, community and public sports facilities is not complete and some of them are damaged.3、The elder people’s sports consumption is mainly physical, fewer choose other sports consumption structure, sports industry chain is not mature.4、Age, education and vocation influences senior citizens’ sports consumption structure and consumption level. With smaller age, higher level of education group’s consumption structure is relatively balanced and consumption level is higher.5、In Xingtai, sports consumption satisfaction level is low, only a few elderly people willprotect their own rights and interests through correct ways, legal consciousness is relatively poorer in XingTai.6、Sports products suit for elderly are fewer and the price is higher, they have few choices.Suggestions:1、Call for the whole society pay close attention to the elderly sports consumption, strengthen the elderly correct sports consumption through media, newspapers and other ways, make more elderly people involved in the sports consumption.2、Hope the government to pay more attention to perfection of sports venues and facilities, consumer sports venues, bringing facilities that suitable for the elderly, carrying out sports curriculum to accelerate the process of their sports consumption.3、To set up the pluralistic service system, to guide the elderly various structure of sports consumption, therefore to keep the balance of the consumption structure, promote the continuous development of the elderly sports career.4、Popularize sports consumption knowledge, make senior citizens at the different ages, in different careers, with different education levels participate in sports consumption.5、Sports products vendors should pay more attention to the senior citizen group, listen to their needs and feedback, the elderly should study more law knowledges to protect own rights and interests.6、Sports product developers should develop products according to senior citizens’ physical quality and physiological structure, to avoid expensive, luxury products. Product design should be simple, comfortable and generous, to make them easy to accept, in order to increase the frequency of sports consumption. |
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