Research On The Guidance Strategy Of Sports Consumption In Leisure Activities Of Urban Residents In Huainan City

Over the past decade, there have been great changes in economyand society of Huainan city, the average living standards of urban residents hassignificantly improved and people started to pursue more fashionable life,includingsports consumption which has become a main part of consumption in people’s life. It isa new growth point of economy development of Huainan city to promote the regionaldevelopment of sports market and the regional economy.Since the consumption ofsports is emerged in leisure, there’s no need to put forward the concept of leisure.Therefore, only master and understand the current sports consumption of urbanresidents of Huainan city, can we design a targeted development strategy as well aspromote the prosperity and development of leisure sports market.In this paper, literature data method, questionnaire survey methodology,comparison, statistics and logical analysis are used.In view of current condition ofresidents sports consumption of the city of Huainan, investigation and questionnairehave been carried on and the recycling questionnaire survey results areanalyzed,according to which,some conclusions are brought out:Firstly, residents ofHuainan city have a favorable view of most sports consumption and sports consumptionhas good prospects for development;Secondly, the sports consumption level of theresidents of Huainan city is proportional to the family’s disposable income, people havea certain ability of sports consumption, but overall consumption level is not high andgender, occupation, educational level have a large influence on the sports consumptionleve;Thirdly, the physical type of consumption still accounted for the majority of sportsin Huainan City residents’ sports consumption structure. Although sports consumptionstructure has improved and upgraded and a new dynamic equilibrium has been formed,the structure of sports consumption of material goods is still the main content of sportsconsumption and sports consumption structure is not balanced, unreasonable.But theconsumption structure of sports material products is still the main body of it.Areasonable sports consumption structure should be based on participatory sportsconsumption so as to promote the development of sports industry. A long-term practiceresearch find that urban residents are interested in ornamental, participatory sports,which illustrates that the development of sports consumption has greatpotential;Fourthly, the current sports consumption of urban residents are mainlyphysical fitness, but with the continuous improvement of living standards, people havebeen obvious purpose sports consumption, there has been diversification trend ofchanges (such as: social interaction, recreation, aesthetic pursuit);Fifthly, afterobtaining an effective improvement in the living conditions of the majority of urban residents of Huainan,it will significantly increase investment in sports, only a handfulresidents that sports may reduce consumption of inputs;Sixthly,in the investigation ofsports consumption factors research,I found that the main factor which the majority ofHuainan City residents consider is economy, in addition,the impact of sports factorsincludes the development of sport values, consumer spending, consumer environment,facilities, time, and so on.In this study, we focus on the basic situation of residents’ sports consumption inHuainan, analyze the potential of current sports consumption and collect relevantfactors affecting sports consumption.On this basis, some solving strategies to enhancethe rationalization of the series which can guide the casual sports consumption will beput up,which can promote residents’ sports consumption development and bring outsome necessary theoretical basis,Meanwhile,it is of great significance to the study of theentire sports industry of Huainan City.