| As one of the most developed cities in our country,Shanghai has been strongly supported by the state in the aspects of policy and fund,and its economy has been the first in the whole country,and the GDP of Shanghai in 2018 reached 3267.9 billion yuan.It is worth noting that the Pudong New Areaundefineds GDP has exceeded 1 trillion yuan,reaching a total of 10460.09 billion yuan,a region with the highest output value of Shanghai.with the continuous promulgation and implementation of Chinaundefineds sports policy,and the increasing emphasis of the national on the quality sports,the swimming is a popular sport for the people,and has a large population and consumer market in Pudong New Area of Shanghai.This article adopts literature research method,questionnaire survey method,interview method,and mathematical analysis.500 junior high school students in Pudong New Area,Shanghai are selected as the survey subjects.The basic situation of junior high school students swimming consumers,swimming consumption level,consumption motivation and consumption structure Wait for research and analysis.Research conclusions:(1)In terms of gender composition,there is little difference between the genders of junior high school students involved in swimming consumption in Pudong New Area,with a male to female ratio of 1:1;in terms of grade level,junior high school students and junior high school students are the main consumers of the entire consumer group,with this group accounting for more than 80% of the entire consumption;at the same time,the monthly household income of this consumer group is basically concentrated above RMB20,000.From this study,it can be seen that the current imbalance of proportion in the swimming consumption market for junior high school students is more serious.(2)In terms of the consumption level of swimming,the consumption expenditure of junior high school students in Shanghai Pudong New Area is basically concentrated between RMB 500-1000,and the proportion of swimming in the overall household income is relatively low,accounting for only 2.5% of the overall income,which shows that the current overall family support for students’ swimming consumption is not very strong.(3)In terms of the motivation for swimming,junior high school students in Pudong New Area of Shanghai are mainly motivated by physical fitness,hobbies and the requirements of the Shanghai Secondary School Examination,which accounts for 60%of the total,followed by academic pressure.(4)In terms of the consumption structure of swimming,the consumption structure of junior high school students in Pudong New Area in Shanghai shows an unreasonable structure,in terms of overall consumption,this group of people’s consumption is mainly labour and physical type,the proportion of ornamental consumption is very low,there is a clear gap with the previous two types.The root cause of this situation is the lack of events in the market.(5)In terms of the factors that influence swimming consumption,the positive factors are that junior high school students have a strong interest in swimming as a sport,and that the motivation of relatives,friends and classmates,as well as the advantages of swimming itself,are also the main factors that promote their consumption.The main factors that prevent junior high school students from spending money on swimming are the low level of free time,the heavy study load and after-school tutoring,the relatively high tuition and venue fees,and the remoteness of the swimming venue from home and school.From this,we can see that the current venue infrastructure in Pudong New Area of Shanghai is relatively backward,while for swimming venues with good infrastructure,venue fees are relatively high,and there is a lack of swimming coaches in the market,which are all limiting factors.Based on the above factors,this paper argues that in order to drive the swimming consumption of junior high school students in Pudong New Area of Shanghai,improvements should be made in terms of increasing the importance of parents,to allocate time in a reasonable manner,to increase the frequency of students’ participation in swimming during the school year,to strengthen the training of related events,to further strengthen the construction of related facilities in swimming pools and to train professional coaching talents Research recommendations:(1)Safeguard the healthy and stable development of the swimming consumption industry.The healthy and stable development of the swimming consumption industry is the basis for promoting people’s participation in swimming consumption,and is an important bottom line for safeguarding the safety and comfort of people’s consumption.(2)Strengthen the cultivation of relevant events.Swimming pools in Pudong should join forces to organise participants in and host a number of swimming events to increase the proportion of ornamental consumption in the overall consumption,thus achieving the aim of improving the consumption structure.(3)A reasonable allocation of time should be made to increase the frequency of students’ participation in swimming during the school year,thus boosting swimming consumption.Junior high school students have a heavy class load and do not have a lot of spare time,which requires parents and swimming pools to reasonably allocate their free time according to students’ study and rest time,so as to provide students with more sufficient time for swimming through effective time arrangement.(4)Raising parents’ awareness of the need to encourage swimming.As a high-consumption sport,swimming must gain the support of parents in order to increase its popularity and consumption level among junior high school students.(5)Build a solid safety and comfort guarantee for the sport of swimming.Throughout the implementation of defence requirements,infrastructure should be strengthened,swimming pool support should be upgraded,special rest rooms should be set up and life-saving equipment should be improved.(6)Improve the swimming training mechanism.Bring in professional swimming coaching talent and train existing coaches. |
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