北京市网球消费者及其消费行为分析-体育学专业论文.docxVIP

北京市网球消费者及其消费行为分析 北京市网球消费者及其消费行为分析 万方数据 万方数据 ABSTRACT As Chinas sports industry is booming and the market economic system is being improved gradually, sports are becoming a hot spot of consumption and are attracting investment of the whole society. This article conducts researches on Beijing tennis consumer and the correlation between the demographic features of Beijing tennis consumer and consumption characteristics. It provides theoretical data for tennis related enterprises in Beijing, reference advice for investors who prefer tennis project, and broader ideas for urban development of tennis and tennis expenses. Research results are as follows: The population of Beijing tennis consumers is characterized by male consumers being more than female consumers; consumers being young generation in average; most of the consumers being professional technicians; college students, graduate students and doctors accounting for 86% of the total consumers, taking on high-education-background characteristics; and consumers’ annual income between 110 and 300 thousand yuan RMB accounting for 46.99%, taking on high-income features. Basic situation of consumption of Beijing tennis: participatory tennis consumer information source being from media advertising; consuming groups being friends and colleagues; exercise location for Club being outdoor tennis courts; low frequency, exercise time being relatively concentrated; and motivation primarily being fitness and entertainment. Consumer groups are characterized by spontaneous organizations of families and friends for the purpose of entertaining and feeling the atmosphere, seeing tennis styles of the stars and the most important factor to be considered being the star appearances. The places of real consumer purchases are tennis discount stores, their favorites being higher priced tennis rackets, and tennis; and the factors to be considered when they purchase tennis apparel are primarily price, style, and comfort; the more factors to be c