| Enshi city as capital of the Enshi Tujia and Miao autonomous prefecture, has developed natural advantage, especially since the Yiwan railway succ essfully opened, the rapid development of transportation bring unprecedented opport unities to Enshi city economy and progress. Enshi city as ghettos, have a wide range of minority traditional sports projects, the uniqueness and complexity of sports development. The purpose to Enshi urban residents sports consumption structure characteristics of an in-depth understanding of different gender, age, education,occupation, income level of residents ’ sports consumption structure and characteristics, To Enshi relevant departments to develop effective policies provide a strong reference. and guide residents forming lifelong sports and rational concept of physical consumption. For sports enterprises, operators of accurate market positioning, expanding sports marketing, the development of sports products and marketing strategies providing the necessary basis.Studies shown that: first, sports consumption of the Enshi urban residents consume expenditure mainly focused on less than 1500 Yuan range, and overall consumption needs to be further improved. Male and women consumption spending exists differences, women residents sports consumption total spending below male; "26-60 age" age paragraph residents economic income source more stable,consumption spending level above other age paragraph; sports consumption spending and education is is proportional; sports consumption spending and career nature and stability is closely related to, career nature more stable, income level more high of residents, sports consumption level more high; sports consumption spending and residents income level is are related;Second, on the whole Enshi urban residents ’ sports physical sport consumption-oriented, less proportion of service consumption. Sports Lottery is sports consumption of important content; male residents and women residents sports consumption content are exists obviously differences; sports consumption structure to 26 age-60 age age paragraph most reasonable, still mainly to physical sport consumption, sports consumption structure to be optimization; sports consumption structure reasonable or not and educationof level into is proportional, more high education sports consumption structure on more reasonable; sports consumption structure and residents career nature and stability relationship close, Nature of the work is relatively stable relatively more reasonable consumption structure of professional sports; residents sports consumption structure and income level is directly proportional to the income. the higher the incomes level of is more reasonable of services sports consumption.Through the analysis of the study, the following suggestions are put forward: 1,vigorously developing the economy, increasing people’s disposable income, lay the economic foundation of sports consumption of 2, step up publicity, lead the inhabitants to form Reasonable consumption ideas; 3, strengthening education,improve their level of education; 4, relying on abundant tourism resources in Enshi,the development of sports tourism market; 5, consumer-oriented, sports-related product development, production and sales; 6, national and traditional sports-oriented,vigorously carry out the national fitness activities;7,strengthening sports infrastructure health,improve the utilization rate of existing sports venues. |
