Heze City Of Shandong Province Urban Residents Sports Consumption Characteristics And Development Strategy Research

With the rapid development of China's economy,the improvement of people's living standards and the vigorous rise of the national health campaign,the number of residents devoted to the sports has increased evidently.When people form a sports consumption fashion,sports consumption awareness and consumption level have a dramatic change.Sports consumption is an important part of people's expense.It refers to a kind of personal expenditure for the purpose of enhancing people's physical fitness,putting emphasis on enjoyment and carry out by participation and observation of person,which includes both physical and spiritual consumption.Sports consumption can not only makes people form a positive attitude towards outlook on life,values and morality,but also plays an important role in the evolution of social productive forces,the transformation of social consumption patterns and the healthy development of sports industry.Opinions on Accelerating the Development of Sports Industry to Promote Sports Consumption that promulgated by the State Council said that:"If we want to continue to meet people's sports consumption demand,the sports industry must be regarded as green health industry,and make it become a decisive power to speed up the process of socialist economic development in China.”The development of the sports industry depends largely on the size of the sports market,at the same time,the situation of sports consumption plays a decisive role on the size of the sports market.Only understand the sports consumption characteristics of the residents can we broaden the sports market,promote the stable development of sports industry.In order to have a deep understanding of the current sports consumption situation of residents in Heze city,and explore some effective development strategy.In this paper,the sports consumers in six urban districts of Heze City(Peony District,Development Zone,Yuncheng County,Caoxian County,Shanxian County and Juye County)were selected as the research objects.The literature research method,the expert interview method,the questionnaire survey method and the mathematical statistics method as the main research method to research this six urban districts.The research shows:(1)The level of sports consumption of urban residents in Heze City is different due to gender,age,occupation,leisure time,hobbies and different kind of sports they join.(2)In Heze City,most residents of the city basically reached a consensus that sports and sports consumption has an important role,the residents of the sports consumer awareness and consumption concept has been changed.(3)Although the sports consumption motive of residents in Heze City of Shandong Province is becoming more and more diversified,there are still single and unreasonable problems in the sports consumption structure of residents.(4)There are many problems in the process of sports consumption of urban residents in Heze City,Shandong Province.We find these problem in time,propose rationalization recommendations,and develop relevant countermeasures,which is of great significance to improve the sports consumption level of residents in Heze city.This paper' s aims is to comprehensively understand the sports consumption characteristics of urban residents in Heze City,Shandong Province,analyze its influencing factors,put forward reasonable and feasible scientific suggestions,formulate scientific and targeted development strategies such as stimulating sports interest,increasing residents'income.It can not only enrich residents' amateur life and promote their own all-round development,but also lay a solid theoretical foundation for the increase in sports consumption demand.