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China is one of the the world's largest consumer market for children, despite the children's market has a considerable influence, but many companies are not yet consumer market of children's sports enough attention, these enterprises economic loss. In this paper, the theory of sports economics, sports marketing, child psychology, consumer psychology, sports management school, discusses the importance of children's sports consumption, use of literature, questionnaire survey, expert interviews, mathematical Statistics Act, parents of children aged 6-12 in Shanghai sports consumer psychology, sports consumption status quo, and a children's sports consumer market survey and analysis, and study its impact factors come to Shanghai Children's Sports Consumption market situation and the existing problems, combined with relevant theory through logical reasoning, propose ways and means to increase the consumption level of the Shanghai Children's Sports, and provide recommendations for the further development and expansion of the consumer market of Shanghai Children's Sports. It concluded as follows: the current children's sports consumption at a lower level, children's sports consumer market, there is still much room for development and market potential; children's sports consumption structure, mainly sports clothing, sports shoes in-kind consumption accounts for a large proportion, but a smaller proportion involving sports consumption of the core part of the sports equipment and sports training, watch sports consumption ratio is also smaller, children's sports consumption structure is extremely unreasonable to be taken further measures to reverse this situation; parents also there is a certain deviation of the concept of the healthy growth of children, concern or academic performance, the lower hobbies child's attention. To strengthen the social media propaganda, instilling the concept of children's sports consumption; department of education and sports departments should strengthen the concern for children's sports, in addition to the basic public sports facilities services continue to increase investment should be in the land, financial, tax and other policies on to provide support. Encourage private capital into the children's sports consumer services, further broadening the children's sports services market; should strengthen research on children's sports consumer market, has introduced the Children's Sports Consumption Sports consumer items; want to adjust the strategy of the development of the sports industry, focusing on children's sports consumer market demand, continue to meet the needs of this particular group of consumer; children's sports equipment products currently on the market supervision, management, and relevant specifications for the development of children's sports consumer goods and to monitor the safety performance; encourage children to participate in viewing type sports consumption, and events for children to develop a reasonable price, to attract parents with children to watch events, sporting events attract more consumer groups. Sporting values ??of the parents instill some suggestions: sports enterprises and organizations in the development of children's sports consumer market and focus on the children's specialized sports training institutions, strengthen the propaganda segments children sports consumer goods market, sports equipment to improve primary school campus to promote children's sporting events into the sports consumer market. Parents, but also to the subtle influence a child to attract children to participate in physical exercise. Schools should pay attention to physical education, to strengthen the cultivation of the children's sports consciousness, so they really aware of proper physical exercise to maintain physical and mental health guarantee, sports consumption behavior of groups of children, sports consumption of the other groups will play a positive demonstration effect. In order to focus the investigation and in-depth analysis, this paper focuses on the children's participatory sports consumption, consumption of in-kind sports and watch sports consumption, not other types of sports tourism, sports consumption study involving children.
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