[Keywords:] China residents sports consumption economic analysis
The economic development in a certain historical period determines the residents' "sports consumption" level and sports consumption behavior, which involves the utilization and allocation of sports resources. Under the condition of market economy, the allocation of sports resources is mainly realized through the price mechanism. In fact, residents' sports consumption behavior is a choice for individuals to allocate and use their own sports resources in order to obtain the greatest utility or satisfaction in terms of pleasure, physical and mental health and physical quality under the condition of limited sports resources. If the economy wants to maintain the growth momentum, sports consumption is an extremely important domestic demand field.
Guided by the theories and methods of sociology, economics, physical education and other disciplines, according to the spirit of the Eighth Five-Year Plan, various provinces and cities in China are divided into three levels according to their geographical environment and economic development level, namely, eastern (coastal), central (inland) and western (remote), and several provinces and cities (regions) are selected as investigation areas at each level to determine the cities to be extracted. 2020 residents' questionnaires were distributed, of which 196 1 was recovered and 155 1 was valid. Test the reliability and validity of the questionnaire. All statistical processing work is done by computers and statistical experts with SPSS software.
First, the impact of sports commodity price changes on residents' sports consumption behavior
Under the condition of market economy, the allocation of resources is mainly realized through the price mechanism. Market price changes automatically investigate quantity and demand, and promote the price to move in a balanced way. The market equilibrium price of sports goods is the price when the supply and demand of goods are equal. When the price of sports goods deviates from the equilibrium price, under the influence of market forces, its price will move closer to the equilibrium price. The function of market price change to automatically adjust supply and demand is the so-called price mechanism. Under the condition of market economy or taking the market as the basic means to allocate resources, theoretically speaking, the price of a certain sports commodity is spontaneously formed under the action of on-the-job market forces. From the above explanation, we can see the general trend of the influence of price changes on residents' sports consumption. On this basis, this paper further analyzes the influence of price changes on residents' sports consumption behavior.
First, if other factors remain unchanged (consumer's income level, quality, technology level, sports preference, consumption preference, expected price, other related sports commodity prices, national sports policy, etc.). ), the price of a certain sports commodity alone will rise, and the consumption of residents will decrease. At the same time, it also produces two sideband effects. On the one hand, it will reduce the consumption of supplements for this kind of sports goods; On the other hand, it will increase the consumption of this sporting goods substitute.
Second, if other factors are uneasy and the price of a certain sports commodity falls, residents will increase their purchase of this sports commodity. At this time, the consumption of supplementary products of this sports commodity will increase, while the consumption of substitutes of this sports commodity will decrease.
Third, when the price changes of different sporting goods are the same, the impact on consumption behavior is different. The consumption of different sporting goods has different sensitivity to price changes. Reasons: First, the number and similarity of substitutes for sporting goods are the same as those in Guangdong Province; Second, different sporting goods account for different proportions in the family budget; Third, sporting goods have different uses. Different changes in the elasticity of sports demand will lead to corresponding changes in sports consumption behavior.
Fourth, if the price of sporting goods remains unchanged and other factors change, the consumption behavior of residents will also change. The expected price changes will also have an impact on the current consumption of this commodity. Different consumer preferences, customs, etc. The behavior of consumers will also be different. Science and technology, modeling style and so on also have a certain impact on residents' consumption and unemployment. The impact of the above-mentioned price changes of sports commodities on residents' consumption behavior is a massive and universal phenomenon. At the same time, we can also see "anti-price behavior" in real life. The more you buy, the less you buy, or the less you buy.
In addition, the government's intervention in sports commodity prices also has an impact on residents' sports consumption behavior. Government price control is a correction or supplement to the automatic adjustment function of market price mechanism. Relevant government departments or institutions should act according to the law of value on the basis of price balance, correctly guide and actively encourage residents' sports consumption behavior.
Second, the influence of income level on residents' sports consumption behavior
Generally speaking, residents' sports consumption is mainly to obtain physical or psychological satisfaction, which is called utility. The more sports consumption, the greater the total utility; The more sports consumption, the smaller the total utility. With the increase of consumption of certain sports goods or services, this sense of satisfaction will become weaker and weaker. When we analyze the sports consumption behavior of residents in different years by indifference curve analysis, we find that indifference curve is only a curve that shows consumers' subjective preference for different combinations of sports goods and the same satisfaction given to residents by various combinations, but how much they can spend will be objectively restricted by income and sports commodity prices. Some consume a lot, while others consume little. The reason lies in his estimation of the marginal utility of consuming various sports goods or services and his pursuit of maximizing utility. The influence of income change on residents' sports consumption behavior can be divided into many situations.
First, if consumer preferences remain unchanged, the price of sporting goods remains unchanged, and residents' sports expenditure increases, the consumption of various sporting goods or services will also increase accordingly; If residents' sports expenditure drops, the consumption of various sports goods or services will also drop accordingly. Every point on the income and consumption curve is the trajectory of consumption changes of two sports commodities caused by income changes.
Second, for different sports goods or services, the consumption changes caused by income changes are different. The income elasticity of demand can be used to measure the sensitivity of sports goods or services to income changes. As far as residents are concerned, the demand for normal sporting goods will generally expand when income increases; When income drops, the demand for normal sporting goods will shrink. However, the demand for fake and shoddy sporting goods is the opposite.
Residents with different income levels have different sports consumption behaviors. What factors restrict residents' income level, and then affect their sports consumption behavior? First of all, the cost of daily necessities of residents' families or individuals is the decisive factor restricting their sports expenditure; Secondly, the time for residents to earn income is an important factor restricting their sports expenditure; Finally, the price of sports goods is another important factor restricting residents' sports consumption; Besides, diseases, accidents, disasters, etc. Will affect residents' income, and then affect residents' sports consumption ability.
Third, the influence of government sports expenditure on residents' sports consumption behavior.
Government sports expenditure comes from fiscal revenue. The more fiscal revenue, the greater the part used for sports expenditure; The less the fiscal revenue, the less it will be used for sports expenditure. Government sports expenditure can be formally divided into direct sports expenditure and indirect sports expenditure. No matter what form of government sports expenditure has an important impact on residents' sports consumption behavior.
Four. conclusion and suggestion
In fact, residents' sports consumption behavior is a choice for residents to obtain the maximum effect or satisfaction in keeping fit and stealing their bodies and minds, and to allocate and utilize their own sports resources under the condition of limited sports resources. In terms of intervention, it supplements and regulates the defects of the price mechanism. From a static point of view, when residents' income is fixed (or sports expenditure is fixed), their sports consumption behavior is determined by the consumer equilibrium condition that the ratio of marginal utility of purchased sports goods is equal to the ratio of their prices. From a dynamic point of view, with the passage of time, the income level of residents changes. Due to the influence of income elasticity, the consumption of normal sporting goods will increase, while the consumption of inferior sporting goods will decrease. Macro-environment has an important influence on residents' sports consumption behavior, and the amount of government sports expenditure is the main factor to improve residents' sports consumption environment.
1. We should correctly handle the relationship between economic development and sports development.
Developing economy and developing sports are interrelated and interactive. Having made clear the relationship between economy and sports, we should pay enough attention to sports, especially mass sports, regard "national fitness campaign" as an indispensable aspect and link in our work, and actively organize and guide the masses to carry out sports consumption activities.
2. Deepening the reform of physical education is the driving force for comprehensively promoting the construction of rules and regulations with China characteristics.
The original text of this article
Developing sports, like developing economy, is inseparable from reform. Many breakthroughs have been made in sports reform, such as the paid service of stadiums, the club system of several competitive sports, the paid service of stadiums with multiple ownership, the club system of several competitive sports and the sports enterprises with multiple ownership, which are all new things since the reform and opening up. In the future, according to the requirements of "clear property rights, clear rights and responsibilities, separation of government and enterprise, and scientific management", the state-owned stadiums and state-owned sports enterprises should be reformed in a standardized corporate system to make them legal entities and competitive subjects that adapt to the market; It is necessary to further take direct and quick-acting forms to enrich the sauces of stadiums and sports enterprises. Cultivate and develop diversified investors, promote the separation of government and enterprise, and change the operating mechanism; At the same time, we should give full play to the role of market mechanism and accelerate the process of sports marketization. Continue to develop all kinds of sports markets, focusing on the development of sports capital, support for the state and coaches, sports technology and other sports factor markets. Establish and improve the price formation mechanism of sports elements, build a unified, open and competitive sports market system as soon as possible, improve market rules, strengthen market management, and further play the basic role of the market in the allocation of sports resources. The main task of the government's macro-control system for residents' sports consumption behavior is to maintain the total balance between sports and national economic development. According to the national economy and the development of international and domestic stadiums and gymnasiums, the internal structure of sports should be adjusted at a high speed, and the prices of sports products and services should be intervened by economic means and legal means according to the price method to crack down on all kinds of bad sports consumption behaviors.
Deepening sports reform and giving full play to the role of market mechanism are conducive to mobilizing the enthusiasm of sports enterprises, producing various sports products according to market demand, providing quality services, and diversifying residents' sports behavior.
3. Learn from other countries' experience and vigorously promote social sports and sports industrialization.
China has a vast territory and a large population. Under the condition of limited national sports funds, we should support and encourage owners, collectives, state-owned enterprises and other social forces to run sports. Small sports enterprises such as stadiums and chess clubs set up by private individuals and groups all over the country are convenient for residents to participate in sports activities nearby. For its profit-making sports services, the industrial and commercial departments and the sports departments should coordinate supervision to make it operate reasonably and healthily; Large and medium-sized state-owned enterprises should actively carry out staff sports activities, and their stadiums and other sports facilities can face the society, provide sports services for students, vigorously promote the combination of enterprises and competitive sports, and fully mobilize the enthusiasm of enterprises to run sports; For competitive sports with strong ornamental value and great influence, some sports business entities should be established in the form of contracting and joint-stock cooperation. From the selection and training of athletes, competitive competitions to international exchanges, production, supply and marketing will be industrialized. By running sports services and accumulating funds, we can realize a virtuous circle of sports feeding back to sports. In this regard, we should learn from some successful foreign experiences and combine our own characteristics to embark on a road of sports industrialization with China characteristics.
With the development of the national economy, promoting the reform of sports marketization and optimizing the allocation of sports resources, the diversification level of sports consumption behavior of Chinese residents will continue to improve.