| Women as the mainstay of commercial consumption,in the sports consumption market share is gradually increasing,how to correctly grasp the characteristics of women's sports consumption,from the perspective of supply side reform aspect,from the Angle of the source of governance to give scientific guidance women sports consumption,sports consumption market of female in scientific planning,then better promote women's sports consumption,improve the sports consumption market is the author's writing purpose.Kaifeng as the ancient city of culture,relatively slow pace of life,in recent years,with the development of "zhengzhou-kaifeng integration",and zheng marathon gradually mature,combined with the policy to drive all the way,the development of kaifeng also gradually more and more energetic,sports industry also gradually rise,people of sports fitness,sports consumption,the idea of keeping in good health and power also gradually enhanced,and in recent years,the government strongly open sports park in kaifeng kaifeng more strong sports atmosphere,drives more people to participate in sports fitness,promote the sports consumption at the same time.In the process of writing,the author himself as kaifeng,and keen on fitness,surrounded by a lot of women's participation in sports consumption,easy to carry out the thesis writing,so the author to kaifeng women sports consumption status as a case study.In the process of research combined with the interview method,questionnaire survey method,literature method and on-the-spot investigation was fully studied,among them in order to guarantee the reliability and validity of the findings,the author distributed 800 questionnaires,effective recovery of 784 copies of questionnaires were effective recovery rate reached 98%,which in the star on the five hundred questionnaires,in kaifeng district and rural put 300 copies of questionnaires from geographical,cultural,occupation,age four dimensions to analyzed the consumption characteristics of different women,through the questionnaire results are input for scientific analysis in SPSS,reliability and validity of the result of the questionnaire analysis were fairly reference,under the support of data so that the targeted summarized about the present situation of women's sports consumption,and targeted puts forward countermeasures and Suggestions about the present situation of women's sports consumption market.In the process of this study,the author dimension in studied women sports consumption situation,study the different age and region,level of education and career of women in sports consumption and sports fitness habits you have obvious differences,this also on the Angle of the supply side of the reform to the sports market and the government from the aspects such as source of women's sports consumption,sports fitness for better and more relevant measures to provide strong support,specific,research conclusions are as follows:1.From the perspective of supply side,according to the needs of women of different age groups,the market segmentation is targeted to meet the sports needs of women at different ages.2.Regional dimension,urban women and rural women has completely not in sports consumption demand,urban women pay more attention to the importance of health and fitness,and many,and integrated into the daily life,and rural women because of the limitation of the environment,market and so on,it remains to be strengthen the consciousness of sports consumption and sports fitness;Under 3.The dimension of education,higher education and higher education more than women in the society after direction is different,have different social contact point and surface,under the background of reform on the supply side,depending on the level of education should also women's sports consumption market,adjustable and reasonable allocation of resources;4.On the professional dimension,professional women and non-occupational face has a big difference in the sports market,professional women pay more attention to the plastic,bodybuilding,fitness,non-occupational women affected by factors such as family,children,often choose domestic marketization of fitness or occasionally fitness gym,park,therefore also has the obvious different in terms of sports consumption.The countermeasures are as follows:1.Guide women to correct sports consumption and effectively intervene from different dimensions;2.Improve the level of sports consumption service and allocate sports consumption resources pertinently;3.Effectively improve the publicity of sports information and create a scientific sports consumption atmosphere;4.Optimize the sports commodity price system and raise awareness of female sports consumption;5.Play the role of government in sports marketing;... |
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