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Intestigation and Strategy Research on Sports Consumption of College Teachers in Nanjing

Author: SiChaoMing
Tutor: ZhongHua
School: Suzhou University
Course: Physical Education and Training
Keywords: Nanjing college teachers sports consumption
CLC: G807.4
Type: Master's thesis
Year: 2011
Downloads: 48
Quote: 0
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Abstract

After the People’s Republic of China had been established, our country carried on large-scale economic development. People’s livelihood has almost reached the better-off level, and China has become one of the nations with the greatest development potential in the world. The success of the 29th Oympic games in Beijing confirmed China’s comprehensive national strength, which stimulated the enthusiasm of nationwide fitness, raising a craze for fitness on the motherland. Nanjing, as the holder of the 2nd Youth Olympic Games , we will raise the head wait for the changes for our city and the residents. There are altogether 53 universities up to 2009 in Nanjing, and the total number of teacher is nearly 80,000. The sports consumer behavior of college teachers can have certain guidance function to other consumer’s sports consumer behavior.The sports consumer behavior has already become a part of economy, and is one research content of sports economics .In the article, the author takes sports consumption of college teachers in nanjing as the object of study, hoping to help other consumers to establish a reasonable and healthy idea of sports expense through this research investigation , to raise the health consciousness, and to provide some references for the Nanjing sports enterprise development.This article uses the methods of synthesizing documents, questionnaire survey, nathematical statistics and logical analysis. 1300 university teachers has carried on the questionnaire survey from 10 colleges and universitie at random to analyse their sports expense. Main component: basic situation of Nanjing University teachers ; Their leisure activity and exercise custom; present situation of Sports consumption ; influence factor of sports consumption. Through the investigation and study of the consumption behavior of college teachers in nanjing, the author obtained the following conclusion initially, hoping to guide other consumer’s sports consumption and to impel the development of Nanjing sports enterprise.Investigation conclusion: 1st, the basic situation of sports participation, the most important motive are the physical training and the maintenance of health body. the times of each week participation of sports is not ideal, which demonstrate the awareness is not fierce.The main physical training form is to carry on the physical training alone or with the family member, the colleague as well as the friends together. more than half of university teachers choose the free physical training facility movement. the limited facility facility and the disproportionate population of participation on physical training affect the enthusiasm in the sports .2nd, the sports consumption situation, they gain the sports information mainly by way of television and network ---convenient and direct.The sports consumption level is not high and the consumption pattern obviously is uncoordinated, the purchase sportwear shoes and hats and the equipment account for the biggest proportion.When purchasing sports consumption they mainly consider the price factor, which accord with the majority person’s expense custom and the psychology.3rd, the influence factor of sports expends , the first three factors which affect their sports expends are individual own factor, the market correlation factor as well as the school factor. The most representative is the high economical level as well as the high fees of sports facility.Development countermeasure:1st, the government should raise their income level practically, increase community sports facilities construction, and enlarge sports exchange.2nd, the business should act according to the university teacher’s different expense characteristic to formulates the reasonable sales plan.3rd, the school should take the teacher as essentials, union actual situation and take kinds of measures to promote their sports and the expense.4th, the university teachers should start positively from oneself to attend kinds of sports ,grasp physical training method, raise the physical training interest, and gain the sports expense information on own initiative.

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