Research On The Current Situation And Countermeasures Of Sports Consumption In “National Fitness Demonstration City (District)”

With the increase of residents' income and the improvement of living standard,residents pay more and more attention to the improvement of the quality of their lives.In the 2008 Beijing Olympic Games,China fully demonstrated the strength of competitive sports power,sports athletes has made gratifying achievements for our country,which lay a good foundation for the country's sports industry transformation and provide a necessary opportunity.Under the premise of continuous improvement of the national competitive sports level,in order to realize the successful transformation of the national sports undertakings,it is necessary to develop the sports industry effectively,to stimulate the sports consumption potential of the residents in depth,and to promote the sustainable development of the sports industry by means of sports consumption.Residents' participating in sports activities,not only can effectively improve the physical quality,but also please physical and mental condition.Through sports consumption it can also enrich the daily life.Therefore,more and more people gradually like sports.In order to speed up the development of the sports industry and effectively improve the level of sports consumption of the residents,the State Council issued "Opinions on Accelerating the Development of Sports Industry to Promote Sports Consumption" in 2014,bringing sports consumption to a new level of development,and regarding sports industry as a national economic structure optimization and upgrading of the power to effectively improve the residents' sports consumption level.Then the Chengdu Municipal Government issued the corresponding implementation opinions according to the spirit of the document,and fully developed the sports related industries in Chengdu.Chengdu is the famous“leisure city”.The government attaches great importance to the development of leisure industry,and makes great effort to enhance the people's leisure life quality.As a“national fitness demonstration city-zone”,Chengdu Jinniu District has been committed to the cause of the development of fitness,effectively mobilizing the residents' fitness initiative.Through the study on the current situation of sports consumption of urban residents in Jinniu District,it is of practical significance to promote the popularization of sports activities in Jinniu District,stimulate the sports consumer market and promote the development of sports industry in Chengdu.In this research,the writer used many kinds of research means such as literature material,questionnaire,interviewing,mathematical statistics and logical analysis to study the current situation of sports consumption of the urban residents in Jinniu District of Chengdu.The data was obtained through questionnaire.The sportsconsumption of urban residents in Jinniu area was studied from four aspects: gender,age,occupation and education.After analyzing residents' sports consumption purpose,sports consumption structure,sports consumption standard and so on,the writer draws the following conclusions:1.The main purposes of Chengdu Jinniu urban residents ' sports consumption are body building,leisure and entertainment,physical fitness.Residents gradually regard sports activities as one of the ways to promote interpersonal communication.More and more sports function is recognized.2.Chengdu Jinniu urban residents' sports consumption contents are mainly site or equipment rental fees,sports clothing,participating in health clubs.Thingy consumption and participation consumption are in the majority.Show-oriented sports consumption is low.The consumption structure should be optimized.3.The ordination of Chengdu Jinniu urban residents' annual sports consumption expenditure is the 1001-2000 yuan,201-1000 yuan,2,000 yuan or more.In general,the overall level of consumption is high.Because of the difference of income and leisure time,different occupations and age groups have different levels of consumption.With the increase of the educational level,the residents' annual consumption levels have increased too.4.The survey results show that the development of sports consumption in Chengdu Jinniu District is subject to multiple factors.Due to the increasingly fierce social competition,the residents generally have less leisure time and the utilization rate of their leisure time is not high.Most of the leisure time arrangements are the Internet,watching TV,educating children and others.Sports activities are not the preferred leisure mode.Jinniu residents' interest and enthusiasm in sports need to be enhanced.The income is an important factor of influencing the residents' consumption of sports.Especially for low-income residents,it is more important to maintain basic life than to participate in sports activities.There is still a consumption gap between residents.The existing site utilization is not high and the communities are lack of sports facilities.That cannot meet the fitness needs of residents.As the sports promotion is not in place,the communities lack the experienced fitness guidance,and don't have effective sports consumption guidance for the residents.Sports consumption market is not yet perfect.Some sports products' prices such as competition tickets,gyms are too high.That's also one of the factors which affect the consumption of the residents.5.In the creation of “national fitness demonstration city-zone” process,the Jinniugovernment vigorously promotes national fitness activities to enhance the residents' fitness and sports consumption awareness.Sports consumption market has great potential.But with the government vigorously promoting the national fitness,residents have a strong sense of physical fitness.Sports consumer market has great potential.According to these constraints,this paper puts forward the following countermeasures:first,improve the utilization of leisure time,and promote simple fitness;second,use mass medias to enhance publicity,and strengthen fitness guidance;third,strive to develop sports industry,improve the quality of public sports services;Fourth,scientifically plan the existing sites,improve the implementation of fitness types;Fifth,push out diversified sports products,guide residents to sports consumption;Sixth,encourage the development of private sports organizations,pay more attention to school physical education.The recommendations presented in this paper are based on the results of the survey.The data is limited,so the proposals are maybe not in full compliance with the actual situation of the Jinniu District.If inappropriate,please experts point out the mistakes so the writer can correct.Thank you.