Research On The Consumption Culture Of The Middle Class Under The Marathon Boom

Because the middle class has a steady economic foundation and sources,mainstream viewpoint holds that they are becoming the important force to promote the sustainable development of China.When the middle class is highly expected,their consumption culture is gradually becoming the object of attention of all parties.It is easy to find that the middle class always seeks to be a vanguard in consumption and provides a special identity symbol and social distinction for the consumption culture of its stratum.The marathon is growing quickly on the fast track of China's economic development,and most of its features are well matched with the growing middle class' s urgent needs to show "wealthy and leisure".Therefore,there is a mutually conditional and mutually reinforcing relationship between the upsurge of the marathon and the growth of the middle class.In order to provide a strong theoretical support for promoting the consumption growth of the middle class in the marathon and sports fields,this study focuses on the marathon consumption culture of the middle class in China from a sociological perspective,examines the relationship between marathon and the middle class,clarifies its internal drive,and outlines the main features of its consumption culture.Through empirical research on the typical case of Hangzhou Marathon,the conclusions are as following: 1.The marathon and the development of the middle class are intrinsically linked,and the marathon boom is due to China's economic improvement and social changes,which have led to a change in the lifestyle of the middle class.2.Most of the participants in Hangzhou Marathon are the middle class,and the marathon has become a fashionable sport actively participated by the middle class.3.The middle-class participants of different gender,age,education,occupation,income and course in Hangzhou Marathon have certain differences in consumer culture features.4.The features of consumption culture displayed by the middle class in marathon have the following trends: "from focusing on the competitive level to both of competitive and participative","from single mission to the diversity needs",and "from rational consumption to perceptual consumption".5.The marathon is facing challenges from the three major topics of "weak marathon consumer culture","relying on few highquality race resources" and "alienation of competing purposes".In a word,the middle class has regarded marathon as a lifestyle.The symbolic consumption often has strong conspicuous features and the general features tend to converge,but there are differences among individuals.In the strategy of continuously promoting the upgrading of consumption structure in China,we should actively understand and guide the long-term and rational development of the consumption culture of the middle class who as the backbone of a well-off society.We should also give deep concern to the marathon that carries the middle class' s greater attention and input.