| Research objective: This paper investigates the current situation and characteristics of sports consumption of the middle class in Jinan,analyzes its influencing factors from both sides of supply and demand,proposes countermeasures for relevant problems,and guides and appeals more middle class families in Jinan to participate in sports,so as to promote the sustainable development of sports industry in Jinan.Research methods: By using the method of literature,questionnaire,interview,mathematical statistics and logical analysis,this paper analyzes the sports consumption characteristics of different family members,family types and family life cycle stages of the middle class in Jinan City,and discusses the factors affecting the sports consumption of the middle class families in Jinan City from both sides of supply and demand.In view of the existing problems from the government,market,society three levels of relevant strategies.Research results:The sports and consumption level of middle class families in Jinan is at a low level,and the consumption level of different families is different.The consumption structure is mainly physical sports and consumption;The sports and consumption motives of middle class families in Jinan are mainly physical fitness,stress relief,fatigue,recreation,hobbies,and weight reduction,among which physical fitness is the primary motivation;The main factors considered in the decision-making of sports and consumption of middle class families in Jinan are brand awareness,environment of consumption places,price factors and quality of products(or services);The satisfaction of sports and consumption of middle class families in Jinan is relatively high,and the consumption expectation is mainly based on the situation;The unfavorable factors affecting the sports and consumption of middle class families in Jinan mainly include: difficult venue selection,insufficient time,less income,less styles,varieties,and poor place environment.Research conclusion:(1)The amount of sports and consumption of middle class families in Jinan is mainly concentrated in the range of 1000-4999 yuan,and the husband(father)is the main family sports and consumption;The consumption level of husband and wife family is higher than that of other family types.The consumption level of the whole family was higher in the nesting stage.The consumption structure is mainly physical type,the proportion of ornamental type and participation type sports consumption is low,and the proportion of game type is the lowest.(2)Husbands(fathers)and children chose entertainment and hobbies as their motivation,while wives(mothers)chose relieving stress,fatigue and reducing weight as their motivation.The proportion of motivation selected by husband and wife family is higher,the proportion of motivation selected by nuclear family is higher,and the proportion of motivation selected by main family is higher to relieve pressure,fatigue and reduce weight.Families at nesting stage chose the highest proportion of recreation motivation,while families at empty nesting stage chose the highest proportion of physical fitness motivation.(3)Husbands(fathers)choose a higher proportion of brand awareness and product(or service)quality,while wives(mothers)and children pay more attention to the environment and price factors of the consumption place;Husband and wife families value the quality of products(or services),the nuclear family and main family choose a higher proportion of consumption environment;Families in the nesting stage pay more attention to brand awareness and product(or service)quality,families in the full nesting stage Ⅰ stage choose a higher proportion of environment and price factors,families in the empty nesting stage pay more attention to the environment of the consumption place.(4)The main factors that hinder and restrict the sports consumption of middle class families in Jinan are less sports facilities,insufficient time of residents,low level of family income,few styles and varieties of products supplied,poor quality of products or services.Based on the problems existing in sports and consumption of middle class families in Jinan City,this paper proposes strategies to promote sports and consumption of middle class families in Jinan City from the government level,market level and social level:(1)Government departments shall formulate and improve supporting policies for sports and,strengthen the construction of sports facilities,improve residents’ income,increase residents’ time,and cultivate the concept of sports and consumption in overall coordination.(2)Expand the sports consumption market,increase the supply of sports products,optimize the consumption environment,improve product quality and service level,and innovate the sports consumption mode;(3)Stimulate the vitality of sports social organizations,organize and undertake various sports activities and events,vigorously cultivate social sports instructors,and build a sports information network service platform. |
