The Survey Of High School Boy's Basketball Consumption

In recent years,the golden period of the development of China's sports industry,especially since the promulgation of Document No.46 of the State Council in 2014,"Several Opinions on Accelerating Sports Industry to Promote Sports Consumption",the policy of sports industry development has been promulgated continuously.Teenagers are one of the key groups of consumption in China's sports industry.Basketball consumption of senior high school students is an important group of basketball consumers.Therefore,understanding the characteristics of basketball consumption of senior high school boys is of great significance for formulating policies to promote basketball consumption.At the same time,there are certain theories and preferences for sports brand businessmen to understand the consumption habits and consumption preferences of senior high school boys at this stage.This paper takes the senior high school students who participated in the three on three basketball league matches of Chinese senior high school men from 2017 to 2018 as the research object.By using the methods of documentation,questionnaire,expert interview,mathematical statistics and logical analysis,the author selected 14 provinces and municipalities from the players who participated in the three on three basketball league matches of Chinese senior high school men from 2017 to 2018.A total of 1400 people were surveyed and studied by questionnaires.1260 valid questionnaires were selected for statistical analysis.The conclusions are as follows:(1)From 2017 to 2018,the male high school students who participated in the three on three basketball matches in senior high schools in China are mainly senior two students.The male high school students like basketball,most of them are school basketball players,with an average of no less than one hour of sports activities every day.The promotion of basketball in urban and developed areas is better,but in rural and remote areas,the promotion of basketball is poorer and the chance of basketball matches is less.(2)High school boys pay attention to basketball news and games,mainly through the Internet to obtain basketball information,they have a positive attitude towards basketball consumption,sports is the cost of lifelong development investment has been deeply rooted in the hearts of the people,they think that basketball consumption is a normal part of modern life.(3)The first three items of high school boys' basketball consumption motivation are "their hobbies","exercise" and "leisure and entertainment".Their basketball consumption mainly focuses on physical consumption,while basketball participation consumption,basketball ornamental consumption and other consumption caused by basketball show an upward trend,basketball information consumption has begun to decline;and high school students with higher disposable costs have more.Tends to international sports brand products,and a small number of people collect basketball shoes;participating in sports activities and reviewing homework is their main way to spend their leisure time.Playing games,chatting online,shopping and watching movies have also become one of the main ways of their leisure time.(4)When buying basketball products,most of them are dominated by high school boys themselves;Nike,Jordan and Adidas are their favorite international sports brands,while Li Ning,Anta and Peak are their favorite domestic sports brands;the top three factors affecting their purchase of basketball products are: style design of basketball products and price of basketball products.The top three factors affecting their participation in basketball consumption are "basketball interest","cost at their disposal" and "family environment/school environment/social environment","TMALL","sports brand official website" and "Jingdong" which are the main channels for high school boys to buy basketball products online.Middle-aged boys are more satisfied with the shopping environment and the quality of salesmen,and less satisfied with after-sales service and price when consuming in physical basketball stores.The study made the following recommendations:(1)The development of basketball in rural and remote areas is lagging behind.The government should strengthen policy support in these areas,gradually narrow the consumption gap between urban and rural high school students,expand the scale of basketball consumption,and promote the rapid growth of basketball consumption.(2)The relevant departments in charge of physical education should attach importance to school sports talents and actively cooperate with the competent departments of education in order to make the senior high school boys take the professional basketball route.(3)Sports authorities give special preferences to students in basketball venues under their management,strengthen the communication and learning between professional coaches and school coaches,and give high school boys more opportunities to show themselves.(4)Fully mobilize the enthusiasm of physical education teachers,maximize the use of existing school basketball venues and related hardware equipment,create a basketball culture in the campus,enrich the leisure life of high school boys.(5)Basketball industry is an important market segment in sports industry.All sports brand enterprises should attach importance to the design and development of basketball products.According to the high school students' basketball consumption habits,we should develop products and marketing activities that meet their needs.(6)Relevant units and enterprises should seize the opportunity of the 2019 basketball World Cup and focus on developing other links of the basketball industry consumption chain.Entertainment is also the focus of high school students' attention.In the future,some basketball + entertainment programs can be innovated to meet their consumption needs.(7)Parents should properly control the disposable expenses of high school boys,avoid developing bad basketball consumption habits,and help them establish scientific basketball consumption concept.