Research On The Current Situation And Countermeasures Of Sports Culture Consumption Of Sports Specialty College Students In Beijing

Cultural consumption refers to a kind of consumption that meets people ’s spiritual needs through cultural products or services,mainly including education,cultural entertainment,sports fitness,tourism and so on.Cultural consumption has a very significant external positive effect,which is the fundamental factor to cultivate healthy personality and improve national quality.Based on the concept of narrow cultural consumption,this paper defines the concept of sports cultural consumption : sports cultural consumption is different from participatory sports consumption and most physical sports consumption.It is a category of sports consumption for the purpose of spreading sports culture.It is the consumption of sports cultural products and services by consumers in order to meet their own sports spiritual needs.It mainly plays the entertainment,social and cultural functions of sports.The content of sports culture consumption includes not only the consumption of material products in physical form,but also the consumption of services in non-physical form.As a part of cultural consumption and an important component of sports consumption,sports culture consumption has dual cultural attributes.It is the main way to spread sports spirit and promote sports culture,and it is also an important carrier for sports to meet the people ’s yearning for a better life.Although the consumption of mass culture in China has increased rapidly,for a long time,the consumption structure of residents ’ sports consumption has been focused on physical consumption,which has created an imbalance in sports consumption.Through the study of sports culture consumption,this situation can be well improved.This paper takes the current situation of sports culture consumption of sports specialty college students in Beijing as the research object,tries to construct the research framework of college students ’ sports culture consumption,combs out the problems of sports culture consumption of sports specialty college students in Beijing through questionnaire survey,and puts forward reasonable suggestions for the healthy and sustainable development of college students ’ sports culture consumption,so as to meet their spiritual and cultural sports consumption needs.Through the investigation of the cognition and attitude of sports specialty college students in Beijing,it is found that their understanding of sports culture consumption is not deep enough.Their motivation for sports culture consumption is mainly to ’ meet interest ’ and ’ entertain and enrich after-school life ’.The concept of sports consumption is not very mature;the monthly expenditure of sports culture consumption of sports specialty college students in Beijing is nearly 50 % below 200 yuan,nearly 80 % below 500 yuan,and the number of high expenditure is relatively small.In terms of sports culture consumption types,leisure consumption is the main type,entertainment consumption is the supplement,knowledge consumption accounts for the least proportion,and sports culture consumption structure is not balanced;most of the students ’ satisfaction with sports culture consumption is general and above.It can be seen that college students have higher expectations for the supply of sports culture,and the supply and demand of sports culture consumption is unbalanced;the deepest factors affecting the sports culture consumption of sports specialty college students in Beijing are : hobbies,sports culture products or service quality,living expenses,sports culture products or service prices,sports culture atmosphere,Beijing sports professional college students in sports culture consumption environment is complex.This paper argues that to promote the healthy and sustainable development of college students ’ sports culture consumption needs : to promote college sports culture consumption into the campus,to stimulate college students ’ sports culture consumption motivation;improve the supply of college students ’ sports culture consumption and improve their consumption satisfaction;optimize the consumption environment of college students ’ sports culture and release the consumption demand of college students ’ sports culture.