| With the development of economic society and the improvement of the material quality of the residents,people begin to pay more attention to pursue a healthy lifestyle,and sports as an effective means to lead health,relieve stress and fatigue has become an important part of people's daily life.At the same time,the sports consumption brought by sports fitness has become an important part of the sports market and plays an increasingly important role in the development of sports industry.At present,China's economic and social development is also facing a prominent problem,which is the serious aging of the population.China has entered the times of aging society since 2000.It is predicted that by 2020,China's population over 60 years of age accounted for nearly 19% of the total population,65 years of age population accounted for nearly 13% of the total population.We can see that the number of elderly groups is gradually grown,the elderly groups will become the community that can not be ignored,so the study of the elderly sports consumption is particularly important.This paper uses the method of literature,questionnaire,interview,mathematical statistics and logical analysis to study the elderly sports consumption in Liaocheng,Shandong province.The purpose of this study is to understand the participation of elderly sports activities in Liaocheng community.The paper analyzes the present situation of the elderly sports consumption in Liaocheng community and finds out the restrictive factors,then puts forward the suggestions for implementation as the reference of the relevant departments.Through research,this paper draws the following conclusions:First,the overall attitude of the elderly population in Liaocheng is relatively positive,is expected to expand the new elderly sports consumer market.But consumption is at a moderate level,consumer attitudes and consumption levels are not necessarily consistent,what resulting in this inconsistency is also subject to consumer motivation,spending power,situational factors,accidents and other effects.Second,Liaocheng community elderly sports consumption is mostly motivated by physical fitness,prevention of disease.leisure and entertainment in Liaocheng community is also an important motivation for the elderly sports consumption.Third,Liaocheng community elderly sports consumption structure is to be optimized,the consumption structure is unreasonable,physical consumption is still dominant,ornamental and participatory consumption accounted for a smaller proportion.Fourth,Liaocheng community elderly sports places is single.Most of the choice is places of free Community open space.and public sports,few choose the type of sports activities in the fitness activities.Fifth,information source of sports consumption that elderly people get in Lioacheng community is the exchange of information between friends and relatives and through the radio,television and other media.Sixth,Liaocheng community elderly sports consumption overall satisfaction is low.Based on the above conclusions,I make the following recommendations: To strengthen the publicity to create a fitness atmosphere,to stimulate the vitality of the sports market to help them to establish the correct concept of sports consumption;to implement market mechanisms to promote sports consumption and change consumption patterns;to create professional employment environment and training channels to guide elderly sports fitness scientifically and Sports consumption;to strengthen market supervision,to regulate the price of sports products reasonable;to refine the sports market to design for the elderly group of sports products;to carry out sports actively for the elderly sports to stimulate the elderly sports consumption;to increase publicity to broaden the sports consumer goods information source. |
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