On Pets Keeping: A Leisure Consumption Behavior Of Qingdao Urban Residents

This research focuses on pets keeping as a leisure life consumption in Qingdao urban residents, to provide the enterprise with a more practical measures. And this research also helps both consumers and producers avoid managerial risks and promote integration and coordination in the market. Calling on the government to adopt procedures to strengthen market management and to consolidate public relation campaigns, according to the characteristics of the pets keeping leisure consumption of the city. The author also points out the importance of forecasting the market and investing, so as to benefit the development of the industry, enlarging the scale, promoting the quality, enriching the characteristics and escalating the grade.This article adopts the method of questionnaire-taking and data-collecting. In the analysis of the data, the author also combining his own experiences in the pets keeping leisure consumption behavior. And then, a conclusion is made to illustrate both the characteristics and problems endorsed in the field. Basing on the conclusion, a prediction of the variation tendency and its realization channel is put forward, for the references of the researching and developing new products and the industry expansion.The thesis is composed by 5 parts. The research begins from the introduction about the background and ends with a conclusion about the current situation in the field, so as to approach to the focus of the research. Then the author defines the leisure consumption behavior of pets keeping, reveals both the connotation and denotation of leisure, of pets keeping as a leisure life, of consumption behavior. Then a precise and comprehensive analysis is realized, focusing the relation between pets keeping as a leisure life and the leisure consumption behavior. The essential part of the article concentrates on pets-keeping leisure consumption behavior of Qingdao urban residents. From general to specific, from abstract to concrete, the article discovers the knot and problem then tries to predict the tendency in its development. And in the last part solutions are sketched.Part one: Introduction. Description about the research background, the research motivation, the significance of the research, the methodologies adopted and the current conditions in the field.Part two: Definitions. The definition and categories of pets-keeping as a leisure behavior and also the rules of the development. The article also defines the consumption behavior and then focus on the critical issue: the motivation of consumption.Part three: Pets keeping as a leisure life and consumption behavior. The article argues the value of keeping pets as a leisure life. The necessity of consumers to keep pets in leisure life. The positive meaning of keeping pets. Meanwhile, the author also pay attention to both the inner demands and outer stimulus of the pets-keeping leisure consumption behavior, and also the psychological changing process in the realization of the consumption behavior. The author also studies the multiple roles that the consumers play in the consumption.Part four: Qingdao urban residents pets keeping leisure consumption behavior. This is the focus of this article. The author analyses the current condition of Qingdao pets keeping leisure consumption behavior, the characteristics of its development, the shortages and potentials. Besides the analysis basing upon the cultural tradition, the author also implements data-collecting and interviews, and then proposes the necessity, the motivation and the function of pets keeping leisure consumption behavior in Qingdao. From observing the consumption behavior of pets keeping, the author analyses Qingdao pets market and the data also contain the characteristics of the local culture. Then the tendency of its development is formed.Part five: The ways to ameliorate the Qingdao urban residents pets keeping leisure consumption, such as to enforce local residents' consumption competence, to develop self-trials economy forms, to create more income, to ensure the necessary pet leisure time, to stimulate the citizens' desires, to guide the consumers. And also others prospects are stressed, that is, to issue standards and regulations, to guarantee and restrain the pets-keeping industry, to instruct the industry to develop harmoniously and sustainability, to promote the culture of whole society, to establish a harmonious and sustainable society.