Sports Consumption Of Jinan City Residents’ Under The View Of Symbol Consumption

With the advent of the consumer society, consumption is increasingly becomingan important goal for people’s daily life and production. In today’s rapid social andeconomic development, People’s living standards have been significantlyimproved,consumer attitudes and consumption levels have also changed dramatically,the symbolic value becoming the consumer considered instead of the value in use.The Sports Consumption is the consumption of non-essentials of life, But also animportant part of residents’ consumer in modern society, Participant sportconsumption,Participated consumption, Ornamental type consumption areas ofvarying degrees of symbolic consumption phenomenon.In this paper, sports consumption of the different classes of the population asthe starting point. Jinan City residents are divided into five areas of the upper, middleand upper, middle, middle and lower, lower. This article by different classes of thepopulation of Jinan City sports consumption. Discovery: Due to the economicdevelopment and people’s living standards improve, Sports consumption of variousclasses of the population increase than the previous. And the different sectors of sportsconsumption will vary,Mainly as follows:(1)In the sports consumption level, Jinan City，the various classes of the population in the annual sports consumption showed some gap. With the class to reduce, Thesports consumption levels also reduced. Residents of the economic strength of theupper class in society and in the upper is very strong. Their pursuit is personalized,high grade sports consumption. The middle job and income are more fixed. Theyare less in demanding of sports consumption, meeting their requirements is well. Thelower classes and the residents of the middle and lower due to lower income,consumption to the most basic living needs-based. Lower proportion of sportsconsumption, Pay more attention to the price of the product in the sportsconsumption.(2)In Sports consumption structure, no obvious gap among the various sectors of theJinan City,they are all based on participant sport consumption, lower proportion inparticipant sport consumption and ornamental type consumption. But the nuances isexist among the various sectors, In participatory and ornamental sports consumption,with the class to reduce, their participation ratio is decreased. the upper, middle andupper classes have a higher proportion. middle and lower, lower people have bellowratio.(3) In sports consumption motivation,, the classes of the population did not show asignificant difference,based on Participant sport consumption. Physical fitness,andleisure is the main purpose of the mass sports consumption, in the upper, middle andupper classes, the interpersonal and master certain motor skills proportion is alsohigher. This also reflects the demand for their pursuit of spiritual fulfillment.(4) Sports on consumer attitudes and values, the classes did not show a significant difference. They all think sports consumption is worth. Thus it can be seen, Variousclasses of the population still has good sports consumption values.In short, Sports Consumption in symbolic consumption appear to drive thedevelopment of the sports industry. As a consumer culture ideology, symbolsconsumption affect people’s consumption concept, spend money on health" wasaccepted by more and more people. Different sports reflects the different classes ofthe population of different pursuit of sports consumption level, and also makesresidents freeze in different social strata. Symbolic consumption-based sportsconsumption, also to some extent affected the social structure, is like a pyramid,living in the topmost social elites involved in the movement of the "noble"; living inthe middle layer is involved in the fashion movement, leading sports consumer ofsymbolic consumption; resident pyramid bottom sports consumer groups in publicplaces;...