Study On The Consumption Group Of Public Sports Stadiums In Chongqing

The operation of public stadiums depends on a variety of ways and diversified management, regardless of its economic performance and social performance, and ultimately will be supported by the consumer groups. In order to effectively promote the benign operation and management of Chongqing city public stadiums, this study from the perspective of consumption society, using the method of literature, logic reasoning method, questionnaire survey method, mathematical statistics and other research methods, structure characteristics of Chongqing city public sports stadiums and consumer groups and consumer behavior, consumption concept, consumption environment of investigation and study.The results showed that:(1) the structure of the public sports venues in Chongqing City, the main features of the structure, the main performance of the social middle class, the main male youth. The groups have a university education accounted for 86.00%, received a good education system, can be more profound understanding of the social, cultural, and social rules; their occupational structure: public officials, enterprise managers, businessmen accounted for than to 57.10%, engaged in the professional, social status in the social middle layer; in the possession of wealth can meet the basic needs of life, and can be discretionary income, monthly income in 5000 yuan and above accounted for 43.30%. Are these features and characteristics of the middle class. And in this group, 75.60% male, 24.40% female; aged 37 and below accounted for 84.70%, becoming younger.(2) the Chongqing public sports stadiums in the consumer groups in the consumer motivation to fitness, relieve stress, rich amateur life. Selection of sports consumption motivation of physical fitness is accounted for 29.10%; followed by the selection of the ease of learning and working pressure accounted for 21.10%. Then choose a wealth of leisure life accounted for 19.30%, the proportion of other consumer motivation is very small.(3) the diversification of consumer demand is characterized, and the satisfaction of consumer services is relatively low. Functional requirements of sports venues, including sports competitions, sports training, leisure and entertainment, food and beverage, respectively, accounted for 14.20%, 14.90%, 27.60%, 13.80%, other consumer intention to account for a very small. The requirements of the service quality of sports facilities are significantly higher than the requirements of the hardware equipment, hardware satisfaction accounted for 44%, only 32% of service satisfaction.(4) the consumer behavior of the public sports stadiums in Chongqing city has the characteristics of middle class consumption behavior. Choice of tourism, sports, such as a large proportion of the consumption of services, accounting for 43.40%; while the choice of luxury goods, cars, houses and other physical consumption proportion of less, accounting for 28.20%; other options accounted for less.(5) sports consumption items are mainly ball games, the time of consumption is relatively concentrated, and the time and frequency of physical exercise are more scientific. Consumption of sports items in badminton accounted for 20%. Football and basketball accounted for 10.50% and 11.30% respectively. The frequency of physical exercise most of the weekly exercise more than three times, each exercise more than 30 minutes. The majority of the choice in the afternoon or evening to participate in physical exercise, respectively, accounted for 55.47%, 38.16%, weekends and holidays accounted for a higher, performance is more concentrated.(6) the pattern of consumption of public sport stadiums in Chongqing seems simplification. It is limited for the time. The most of the consumers did not join the sport club or organization. Generally speaking, they exercise with families or colleague. There is not a stable sport circle for them. Then it is because of lack of spare time. This two aspects limited the consumption of sports. For the consumers, they need a handy sport consuming environment desperately.Conclusion and suggestion: Above studies show that, Chongqing city public stadiums consumer groups mainly social middle class, mostly young men; purpose of consumption and consumer demand has diversified trend; consumer items and time consumption is the relative concentration of the phenomenon, and for sports consumption of the service overall satisfaction is not high; in the consumer groups and consumption time by certain restrictions. According to the characteristics of the middle class consumption, adjust the sports service supply strategy; guide the female consumer groups participation in sports consumption; deep sports consumption demand, expand sports consumer groups; strengthen social stadiums service, improve consumer groups consumer satisfaction; create a convenient and rapid consumption environment.