The Research Of Zhejiang Province City Residents Sports Fitness Service Market Supply And Demand Structure

Along with the rapid development of sports industry trends, to 2012, and related industry professionals engaged in sports enterprise in our country has reached 3.7562 million people, the added value of 313.595 billion, achieve the growth rate of 14.44%, as a share of GDP to about 0.66%. The sports industry’s share of GDP is increased, but its development level is far lower than some European and American countries. Today, most people under a state of "high pressure" of life, in order to ease the mental stress and have good health, people fitness consciousness will continue to grow. In addition, countries have introduced policies to give the support of the sports industry and stimulate the social capital to participate in the national fitness service enthusiasm, perfect market operating mechanism of the development of mass fitness business, actively support the healthy development of the sports fitness market. Therefore, sports fitness service market as the backwardness of the sports industry market, will usher in rapid development.In this paper, based on the theory of Howard sheth model combining SPSS17.0 statistical software market supply and demand of urban residents in zhejiang province sports fitness service descriptive analysis the status quo, using the theoretical basis of Nicosia model based on the knowledge of sociology to evaluate fitness service market supply and demand structure. After the review of supply and demand structure, found problems in the supply and demand, and to analyze the problems.Research shows that urban residents in zhejiang province sports fitness service in the market, consumer demand and the supply of fitness service enterprises have a obvious difference, enterprises are: the problems of location is not reasonable, contrary to the effective radius of operation; Professionals lack; Product innovation degree is low, serious homogeneity, A single management mode; Poor quality of service; Traditional information dissemination media, etc. Consumers’ values and the problems are: the motive is not clear; Economic income inequality; Leisure time use is not reasonable; Consumer preferences limitations; Accept information source channel is not comprehensive, etc.Finally, according to the urban residents in zhejiang province in the sports fitness service market existing problems put forward the corresponding optimization Suggestions, facilitate the development of the sports fitness market to provide the reference.