A Case Study On The Imbalance Between Supply And Demand Of Public Sports Services For The Elderly In Rural Areas Of The Hilly Areas Of Central Sichuan

As a major development strategy of China,"rural revitalization" is the general grasp of the "three rural areas" in the new era and a major historical task to win the victory in building a moderately prosperous society and a strong socialist modern country.As an important part of the cultural segment of rural revitalization,rural sports are of practical significance to the realization of rural revitalization because of their economic,cultural and health values.Promoting the development of public sports services in rural areas and promoting the quality and efficiency of public sports services for the elderly in rural areas are important links to promote the revitalization of rural sports.However,with the rapid social and economic changes and the substantial transformation of the basic social contradictions,the contradiction between the supply and demand of public sports services for the elderly in rural areas has become increasingly prominent,and the problems of low satisfaction of the elderly with public sports services,low sports participation rate and low supply efficiency caused by the imbalance between supply and demand have emerged.Therefore,this paper analyzes the imbalance between supply and demand of public sports services for the rural elderly in the hilly areas of central Sichuan,which is conducive to finding a solution to the problem,providing reference and inspiration for the effective supply of public sports services in similar areas,and better meeting the demand for public sports services for the rural elderly.Based on the supply and demand perspective,this study takes the imbalance between the supply and demand of public sports services for rural elderly in the hilly area of central Sichuan as the research object,and takes the case of Jinshi Village in Cui Ping District of Yibin City in the hilly area of central Sichuan as the case study.We conducted eight one-on-one interviews with six local township and village committee cadres on the basic situation and sports development profile of Jinshi village,and obtained more than 60,000 words of interview information.The information obtained was analyzed by case study method,and a more comprehensive understanding of the current development of the supply and demand of public sports services for the elderly in Jinshi Village was obtained.Based on Maslow’s Hierarchy of Needs Theory and the New Public Service Theory,the overall grasp and analysis of the case situation clarified the main manifestations of the imbalance between the supply and demand of public sports services for the elderly in Jinshi Village,and explored and further analyzed the specific causes of the imbalance.The research results show that the imbalance between supply and demand of public sports services for the elderly in Jinshi Village is mainly manifested in three aspects:first,the imbalance between supply and demand in terms of quantity,i.e.,the shortage of total supply and the excess of partial supply;second,the mismatch between supply and demand in terms of content,which is mainly manifested in the fact that the content of supply does not match the actual demand of the elderly;third,the lack of interaction between supply and demand,i.e.,the poor connection between the supply and demand subjects.Combined with the in-depth analysis of case materials and dialogue with literature,it is found that the shortage of either side of supply and demand will become the cause of imbalance between supply and demand of public sports services for the rural elderly,thus causing the dilemma of imbalance between supply and demand of public sports services for the elderly in Jinshi village both the shortage of demand side and the lack of supply side,specifically: the subjective demand of the elderly is insufficient and the awareness of sports is weak;the government and relevant departments are not aware of the the government and relevant departments lack detection of the objective demand of the elderly,and the supply is insufficient;the main body of supply is single,and the investment funds are limited;the supply content is small,and the type of facilities is monotonous.Based on the above case study,the problem of imbalance between supply and demand needs to be solved from both supply and demand sides,and each problem should be solved one by one,in this regard,this paper proposes the following points: firstly,the effective supply of public sports services for the elderly in rural areas needs to pay attention to the expression of the elderly’s sports needs;secondly,the lack of subjective demand for sports and the low sports awareness of the elderly are important factors affecting the participation of the elderly in sports.Second,the lack of subjective demand for sports and the low awareness of sports among the elderly are important factors affecting their participation in sports,so we can consider using sports and health education as a grip to cultivate the sports awareness of the elderly and enhance the subjectivity and initiative of the demand subjects;third,the integration of social resources and the promotion of multi-subject supply are the keys to break the imbalance between supply and demand;fourth,the effective interaction between supply and demand subjects needs to be bridged by the supply-demand matching service platform.