Shanxi Province, The Emerging Social Strata Sports Consumer Behavior Research

The end of 2002, Jiang Zemin, the Party Congress report noted that changes in society there have been some new social strata, such as the private scientific and technological enterprises, entrepreneurs and technical personnel employed by foreign managerial and technical staff, self-employed, private sector owners, employees in intermediaries, free-lance personnel. Gradual diversification of consumption today, the new social strata will become a commando, leading sports economic development. Based on the emerging importance of social class, especially their consumption behavior in sports studies, will enhance the sport's rapid economic development in Shanxi Province has played a significant role in promoting.In this study, possession of a large number of literature based on the form of a questionnaire in six prefectures and cities in Shanxi Province, the emerging social class groups conducted a survey of sport consumer behavior research, using documents and data, questionnaire, interview, mathematical statistics and logical analysis and other research methods. Sport consumption behavior by constructing dynamic system model of Shanxi Province, the emerging social strata, the structure of sport consumer behavior, consumption levels and influencing factors were studied. Preliminary draw the following conclusions:1.Shanxi Province, the emerging social strata of the sport consumption structure is irrational, the overall level of consumption is not high, still the main sports consumption in kind, with participatory and ornamental-type differences in the level of consumption is relatively large; of sports brands are higher, and and most people choose to shop in sports consumption; the daily frequency of participation in physical activity most people 3-4 times a month, and most of them will choose to urban public spaces for exercise and sports activities; most people choose the TV as ornamental and Get information on sports events or sports channels, and seldom go to watch sporting events.2. For the emerging social strata, Shanxi Province sports consumer behavior study of factors affecting the "new class" sports consumption behavior followed by occupational factors, social factors, the impact of friends or colleagues, family environmental factors, social and environmental factors, policy regulatory factors, self-class location factor; psychological factors followed by motivational factors, consumer habits influence consumer attitudes influence consumer attitudes influence the values of the impact sports and sports interest factors; regional characteristics compared to sports culture, the impact of China's traditional sports culture, " new class of "Sports greater impact on consumer behavior; economic fundamentals of the investigation, whether individual or family economic income, income distribution are based on the principle of on-demand purchase and consumption more rational.3. Proposed to guide the emerging social strata, Shanxi Province, the development of sport consumer behavior in four ways, namely, building a "consumption to stimulate the circulation mechanism" to promote social and public sports facilities; through the construction of mass spontaneous social organization sports channels, raise the national sports consciousness; through the building of enterprise culture and promote the development of the "new class" sports cognition improved; increase sports and cultural propaganda, to create a harmonious society, sports and cultural atmosphere of the approach.