| The country's economy continues to develop, people's living standards continue to improve, people's consumption concept from simply pursuing material things evolve to meet the desire for spiritual satisfaction. The rapid development of cultural, entertainment, sports and other tertiary industries. Chengdu generally higher standard of living for the tertiary industry consumption higher than the column, whether it is consumer awareness or consumer ability, Chengdu in the southwest area are in a leading position. Chengdu tennis culture has a long history, with the Chengdu tennis population continues to increase, the problems brought gradually come out, Chengdu tennis growing population, related industries can not adapt to the new changes in the market. This requires Chengdu, according to the actual level of tennis development of local institutions to establish a reasonable, healthy and transparent, tennis development potential consumer market. Thus boosting the development of tennis in Chengdu, which in turn promote the development of peripheral industries, improve the Chengdu economic growth.This study of domestic and foreign "consumer behavior" literature research combing, combined with Chengdu get thick tennis culture, research Chengdu tennis participant-related consumer behavior. Chengdu provides tennis and related industries with reference to develop marketing strategies for the investor intends to get involved in the tennis market provide the basis to provide ideas for the development of urban construction and other tennis consumer market.This study was based on sociology, economics and other related theories, using questionnaires, mathematical statistics, field observation, literature, Chengdu tennis participant-related consumer behavior was investigated, the results are as follows:1.female tennis players than male tennis players: age structure, the majority of young tennis players, was getting younger and younger; occupational point of view, a number of tennis players of professional and technical staff; the education level Chengdu tennis tennis players were highly educated characteristics; income level, showing the high-income characteristics.2. Consumer information source, men are more dependent on past experience, while women rely more on interpersonal sources. Young tennis players rely mainly on consumer information and commercial sources, and experience of older people rely on; the higher income and rely on interpersonal sources of consumer information, income is less dependent on commercial sources.3. Evaluation of the program, female tennis players look forward to high-quality services; tennis high positions, high income participants pay attention to the quality of goods, quality venues and supporting facilities and services; lower-income consumers to choose cost-effectivecommodity.4. Participation tennis tennis players the main source of consumer information access to information through the media advertising; the main form of organization with family and friends; the main motivation for fitness, entertainment.Spectators type tennis Tennis players mainly through the network to watch the game,the main motivation for the learning technology, the rate of star style collar. Spectators factors when selecting the main consideration is the star line-up; in-kind tennis tennis participants to buy more for discount brands; more popular in high-end rackets, shoes and hats apparel, price, style, comfort will take into account. Real tennis players in the audio-visual products and magazines less overhead.And made the following recommendations:1. to broaden consumer information sources. 2. The rational and efficient use of space. 3. vigorously develop "female" and "old" tennis consumer market.4. Improve amateur tennis tournament system. 5. Specification tennis consumer market,crack down on fake and shoddy products. 6. Chengdu tennis consumer market segmentation and positioning. 7. create a good environment for consumption. |
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