A Study On The Current Situation Of Sports And Fitness Club Consumption And Consumption Upgrading Strategies Of Tianjin Residents

With China’s rapid economic and social development,the sports industry has gradually become an important part of the country’s new economic growth point.The sports industry plays an important role in promoting high-quality economic development and raising people’s awareness of the concept of great health in order to achieve the comprehensive construction of a modern socialist country.It constantly stimulates people’s desire for fitness and the masses’ desire for sports consumption.China has now entered the post-epidemic economic recovery stage,relying on both supply and demand to increase domestic demand,provide people with higher-quality sports products,stimulate residents’ consumption,achieve consumption upgrade,and drive economic development.The current consumption upgrade primarily refers to the consumption structure.The consumption structure of sports and fitness clubs is participation-based and service-oriented;therefore,in this context,the initiative should be taken to enhance and optimize the content of products and services,and move into a new era of development stage.Tianjin has released the "Tianjin " Sports Capital " Construction Action Plan(2022-2030)" in order to promote the high-quality development of the sports industry,which further creates a healthy policy environment for the upgrading of sports consumption in Tianjin.This paper applies the Theory of Planned Behavior to the study of Tianjin residents’ sports and fitness clubs’ consumption status and upgrading strategies in 2021.To construct the influencing factors indicators and design and distribute questionnaires,the four dimensions of attitude towards consumption behavior,subjective norms,perceptual behavior control,and objective environmental factors are used.The hypotheses of the theoretical model were verified,and the following conclusions were reached:(1)From the results of the basic descriptive analysis,the interviewed group is mainly aged 18-35,middle-income and educated group with bachelor degree or above; the length and frequency of fitness meets the evaluation criteria of the sports population;the purpose of the interviewees’ participation in fitness is mainly to enhance physical fitness,shape and beauty and relieve stress;more residents choose large integrated gyms in the choice of fitness venues,and the content of the exercise programs they participate in Most of them are aerobic/anaerobic equipment training,and the highest proportion of the purchase cost of health club card fees from the consumption structure.(2)The overall rating of sports and fitness clubs by Tianjin residents is low,matching the residents’ consumption perception and needs;the existing sports and fitness clubs have high homogenisation of consumption products and service contents,and residents have a single choice.The service quality of sports and fitness clubs is low and the service environment is poor.(3)The share of the sports population is relatively low and the residents’ awareness of fitness needs to be increased.The share of respondents who meet the definition of sports population is only 31%,with a higher number of residents participating in health club sports less frequently in 2021.In response to the research hypothesis and descriptive analysis,the following strategies to promote consumption upgrading in health clubs in Tianjin are further proposed.(1)Optimise the external business environment of fitness clubs and improve the governance system by deepening the leading role of government departments,improving the policies and regulations of the fitness and leisure industry,strengthening the supervision of enterprises’ compliance with laws and regulations,making comprehensive use of digital technology,optimising collaborative supervision,and raising the awareness of sports consumers’ self-protection of their rights and interests,so as to further optimise the external business environment of fitness clubs and sustain the loyalty and stickiness of sports consumers.(2)Improve the quality and efficiency of corporate services and innovate operational models.To enhance user stickiness,we need to reform the construction of professional talents,the development of our own products and courses,the construction of new fitness scenarios and the continuous innovation of the operation model,in order to better adapt to the fitness needs and service demands of Tianjin residents in the new era and to achieve differentiated and refined services.(3)Cultivating the concept of sports consumption and releasing multiple demands.A strong sporting culture has an obvious role to play in stimulating residents’ enthusiasm for sport and promoting their long-term adherence to it.The government should make it a regular practice to guide and promote residents’ physical activity behaviour and habit formation,and create a strong sporting atmosphere for residents through various forms of sports activities,thereby stimulating their demand for sports consumption.