Implementation of China’s Sports Consumption Policy in 2010—2019:Problems and Countermeasures

The implementation of sports consumption policy is not only the internal driving force for the rapid improvement of sports consumption level in China, but also an important guarantee for the healthy and sustainable development and high-quality development of sports industry in China. By using the methods of literature and other research methods, this paper examines and sums up the implementation of sports consumption related policies in 2010—2019 from six aspects: Enriching sports consumption demand, cultivating sports consumption concept, improving sports skills, expanding sports consumption space, stimulating sport consumption behavior and improving sports consumption guarantee, so as to find out the existence of sports consumption policies and explore the optimization of the implementation of sports consumption policy in China. It is found that in the process of implementing the sports consumption policy in China, there are some practical problems, such as insufficient cognition of the status and function of sports, unbalanced implementation of the policy, imperfect construction of the evaluation index system, and not formed long-term incentive mechanism for promoting the development of industry. Countermeasures: Promoting the national strategy of sports development to improve the awareness level of the whole society on sports function; strengthening the top-level design and overall arrangement of sports consumption policy to improve the effectiveness and applicability of policy implementation; refining the implementation plan according to specific objectives to ensure the pertinence and operability of policy implementation; improving the evaluation index system of sports consumption policy implementation to help scientific evaluation of policy implementation; establishing a long-term incentive mechanism for sports industry promotion to consolidate the basis and conditions for the implementation of sports consumption policy; improving the governance efficiency of sports industry to promote the level and quality of sports consumption.