宁波市市民体育消费现状的调查研究

Investigation and Study on the Status quo of Consumption of Physical Training of Residents of Ningbo City

本文对宁波市民体育消费现状进行调查研究.结果显示,宁波市民对体育消费总体上持肯定态度,体育健身消费的价值取向逐渐趋向理性;居民体育消费动机呈现多元化特征;居民因实际收入、闲暇时间和健身场地设施的影响,消费水平较低;实物型体育消费品有着较好的市场潜力.据此,提出了拓展宁波市体育健身消费市场的若干建议.

A Survey is conducted on the status quo of consumption of physical training of residents of Ningbo city in this paper. The result indicates that generally speaking, the residents of Ningbo city hold a positive attitude towards consumption of Physical training, with their value orientation of fitness gradually tending to be rational, and that the motive of consumption of physical training is characterized by diversity. However, the consumption level of the residents is on the low side because of their limited income, leisure time and fitness equipment. The result also shows that there is a latent market for tangible consumer goods for physical training. Therefore, some suggestions are put forward for the expansion of consumers＇ market for fitness in Ningbo.