Research On Basketball Consumption Characteristics Of Beijing Residents

In September 2019,the general office of the state council issued the opinions on promoting national fitness and sports consumption to promote the high-quality development of the sports industry,proposing to strengthen the guarantee of factors of the sports industry,stimulate market vitality and consumption enthusiasm,and promote the sports industry to become a pillar industry of the national economy.Sports industry has gradually become a new focus of consumption and investment.Meanwhile,eight Chinese cities including Beijing and Shanghai jointly hosted the 18 th fiba basketball World Cup in September 2019.Beijing,as the venue for the group and final matches,successfully attracted fans from all over the world to watch the match.All these provide a good platform for Beijing to promote sports consumption,enhance the awareness of national fitness,increase financial support and promote the development of sports industry.Through the analysis of the basic situation of basketball consumption of Beijing residents and the correlation between demographic characteristics and sports characteristics,this study provides Suggestions for basketball investors and consumers in Beijing,and has far-reaching theoretical significance and practical value for the development of basketball consumption in Beijing.It also provides broader ideas for the development of basketball consumption in other cities.In this paper,the Beijing urban residents’ consumption characteristics as the research object,from the consumer groups consumption structure,the level,behavior,character and other aspects,using the method of literature,questionnaire investigation,logical analysis,mathematical statistics and so on basketball consumption for Beijing residents characteristic has carried on the investigation and study,the results are as follows:(1)among basketball consumers in Beijing,men are significantly more than women,and most of them are young and middle-aged,showing the characteristics of being younger.University undergraduate degree crowd is the most,present the characteristic of high degree.Occupation for all kinds of technical personnel.The income of the middle and high level is mostly.(2)the consumption of ornamental basketball is mostly organized by family,friends and colleagues.The main motivation is to feel the atmosphere and star-chasing.The purchase channel source of physical basketball consumption is mainly brand stores.Brand selection for the domestic famous brand basketball products.The main considerations in choosing basketball shoes are style,brand and comfort.The information source of participatory basketball consumption is mostly through media advertising.The most common form of organization is friends with similar interests.The frequency of participation was twice a week.The duration of each consumption is usually 1 to 2 hours.The consumption time is concentrated in weekend noon,afternoon and evening.The motivation is to strengthen the body and strengthen the immune system.(3)Men and women are consistent in the main consumption motivation of participating basketball,but they have different emphasis on individual consumption motivation.Men focus on physical fitness,while women focus on interpersonal communication.Men and women are also more professional than women in terms of information sources.Women also have a lot of room to spend on basketball.(4)The income level of Beijing residents is positively correlated with the consumption level of basketball.People with high income,high education and high position pay more attention to the quality of consumption in the consumption process of stadiums and gymnasiums,considering the environment of facilities and service level.People with lower incomes and education tend to think more about price.Student groups are more sensitive to price and coach reasons.(5)Beijing residents basketball consumers are satisfied with the majority of individual ornamental,physical and participative basketball consumption.Among the less unsatisfied people,the main reasons for the unsatisfied spectator consumption are that the game is not good enough and the service level is poor.The main reason for material consumption dissatisfaction is poor quality,less style.The main reasons for dissatisfaction with participatory consumption are lack of professional coaches and lack of nearby basketball stadiums.