Study on Urban Residents’ Sports Consumption Structure in Yangtza Delta

Taking Yangtza Delta urban residents as typical investigation fields, this paper discusses the consumption structure on sports through using the methods of literature review, questionnaire survey, and logical analysis, and make a concrete analysis of the present situation of Yangtza Delta urban residents' sports consumption.Meanwhile, this paper explains the predominant influence in the sports consume by using Howard-Sheth Model, and explores the existing problem of sports consumption structure.The result shows that the consumers have their obvious characters.As a part of the structure, the consumption of physical sports plays a predominant role, which brings about many problems.However, the consumption of service sports is relatively backward.The inbalance of the sports consume is casued by many factors such as the poor average income, the deficiency of spare time, the shortcoming of consumer demand, the insufficient of consumption motivation, the poor quality of atmosphere, the influence of relevant inhabitant, the low degree of satisfaction, and the disagreement after consuming.Finally, based on the above researches, some corresponding advices are put forward to optimize the structure of sports consumption of Yangtza Delta urban residents.